Mktg 13

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Mktg 13
2011-11-02 12:27:55

Chapter 13
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  1. Marketing Channel (channel of distribution)
    set of interdependent orgs that eases the transfer of ownership as products move from producer to biz user or consumer
  2. Channel Members
    all parties in the mktg channel who negotiate with one another, buy and sell products, and facilitate the change of ownership b/w buyer and seller in teh course of moving the product from the manufacturer into the hands of the final consumer
  3. Discrepancy of Quantity
    the difference b/w the amount of product produced and the amount an end user wants to buy
  4. Discrepancy of Assortment
    lack of all the items a customer needs to receive full satisfaction from a product(s)
  5. Temporal Discrepancy
    situation that occurs when a product is produced but a customer is not ready to buy it
  6. Spatial Discrepancy
    difference b/w the location or a producer and the location of widely scattered markets
  7. Retailer
    channel intermediary that sells mainly to consumers
  8. Merchant Wholesaler
    institution that buys goods from manufacturers and resells them to businesses, govt agencies & other wholesalers or retailers & that receives and takes title to goods, stores them in its own warehouses and later ships them
  9. Agents & Brokers
    wholesaling intermediaries who do not take title to a product but facilitate its sale from producer to end user by representing retailers, wholesalers or manufacturers
  10. Determining Type of Intermediary to Use
    • Product characteristics
    • Buyer considerations
    • Market characteristics
  11. Logistics
    efficient and cost-effective forward and reverse flow and storage of goods, services & related info into, thru, and out of channel member companies
  12. Channel Functions
    (Chart on p. 205)
    • Transactional
    • Logistical
    • Facilitating
  13. Direct Channel
    distribution channel in which producers sell directly to consumers
  14. Marketing Channels for Consumer Products
    • Direct
    • Retailer
    • Wholesaler
    • Agent/Broker
  15. Channels for Biz & Industrial Products
    • Direct - Industrial & Govt. buyers
    • Industrial Distributor
    • Agent/Broker
    • Agent/Broker-industrial Distributor
  16. Dual Distribution (Multiple Distribution)
    use of 2+ channels to distribute the same product to target markets
  17. Strategic Channel Alliance
    cooperative agreement b/w BF's to use the other's already established distribution channel
  18. Factors Affecting Channel Choice
    • Market Factors
    • Product Factors
    • Producer Factors
  19. Product Factors
    Delicacy of Product
  20. Producer Factors
    • Producer Resources
    • # of Product Lines
    • Desire for Channel Control
  21. Intensive Distribution
    form of distribution aimed at having a product available in every outlet where target customers might want to buy it
  22. Selective Distribution
    • form of distribution achieved by screen dealers to eliminate all but a few in any single area
    • EX: not everyone carries Epson printers
  23. Exclusive Distribution
    • form of distribution that establishes one or a few dealers with a given area
    • EX: ferrari dealers in SA
  24. Types of Channel Relationships
    • Arm's Length Relationship
    • Cooperative
    • Integrated
  25. Social Dimensions of Channels
    • Power
    • Control
    • Leadership
    • Conflict
    • Partnering
  26. Channel Power
    capacity of a particular mktg channel member to control or influence the behavior of other channel members
  27. Channel Control
    situation that occurs when 1 mktg channel member intentionally affects another member's behavior
  28. Channel Leader
    member of a mktg channel that exercises authority/power over the activities of other members
  29. Channel Conflict
    clash of goals and methods b/w distribution channel members
  30. Horizontal vs. Vertical Conflict
    • Horizontal: conflict on same level
    • Vertical: conflict b/w different levels in a mktg channel
  31. Channel Partnering
    joint effort of all channel members to create a channel that serves customers and creates a competitive advantage