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MKTG 250 Chapter 15

QuestionAnswer
Marketing Channel
Types of Marketing Channels digital, traditional, vertical marketing systems
Types of Functions transactional, logistical, facilitating
Transactional buying, selling, risktaking
Logistical storing, sorting, transporting
Facilitating financing, grading, marketing information and research
Multichannel Marketing the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online. Sometimes called omnichannel mark
Dual Distribution reach different buyers by different channels
Vertical Marketing Systems professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact
Franchising arrangement between parent company and individual firms for operating a specific business
Buyer Requirements 1. Information. 2. Convenience. 3. Variety. 4. Pre- or postsale service
Channel Conflicts 1. Vertical conflict—between different levels in the channel. • Disintermediation. 2. Horizontal conflict—between intermediaries at the same level in the channel.
Logistics those activities that focus on getting the right amount of the right products to the right place at the right time at the lowest possible cost
Supply Chain consists of various firms involved in performing the activities required to create and deliver a product or service to ultimate consumers or industrial users
Intensive Distribution a level of distribution density whereby a firm tries to place its products and services in as many outlets as possible
Exclusive Distribution a level of distribution density whereby only one retailer in a specific geographical area carries the firm’s products
Selective Distribution a level of distribution density whereby a firm selects a few retailers in a specific geographical area to carry its products
Created by: user-2023011
 

 



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