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ndumas2
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Explain what a marketing channel
A set of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumer.
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List the Marketing Channel Functions
- Specialization and division of labor
- Overcoming discrepancies
- Providing contact efficiency
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Define A Discrepancy of Quantity
The difference between the amount of product produced and the amount an end user wants to buy.
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Describe a Discrepancy of Assortment
The lack of all the items a customer needs to receive full satisfaction from a product or products.
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Describe a Temporal Discrepancy
A situation that occurs when a product is produced but a customer is not ready to buy it.
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Decribe a Spatial Discrepancy
The difference between the location of a producer and the location of widely scattered markets.
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List the types of channel intermediaries
Retailer, Merchant Wholesaler, Agents and Brokers
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describe the Retailer
- A channel intermediary that sells mainly to customers\
- They Take Title to Goods
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Describe the Merchant Wholesaler
An institution that buys goods from manufacturers, takes title to goods, stores them, and resells and ships them.
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Describe the Agents and Brokers
- Wholesaling intermediaries who facilitate the sale of a product by representing channel members.
- Do NOT Take Title to Goods
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Describe the Transactional Functions
- Contacting/Promotion
- Negotiating
- Risk Taking
- done by Retailers
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List the Logistical Functions
- Physically distributing
- Storing
- Sorting
- done by Wholesalers
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List the Facilitating Functions
- Researching
- Financing
- done by Agents and Brokers
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Define Logistics
The process of strategically managing the efficient flow and storage of raw materials, in-process inventory, and finished goods from point of origin to point of consumption.
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Describe the channel structures for consumer and business products and discuss alternative channel arrangements
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Define a Direct Channel
A distribution channel in which producers sell directly to consumers.
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Describe CONSUMER CHANNELS
- Direct
- Retail
- Wholesaler
- Agent/broker
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Describe BUSINESS CHANNELS
- Direct
- Industrial
- Agent/broker
- Agent/broker industrial
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Decribe ALTERNATIVE CHANNELS
- Multiple
- Nontraditional
- Strategic alliances
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List the Alternative Channel Arrangements
- Multiple channels
- Nontraditional channels
- Strategic channel alliances
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Discuss the issues that influence channel strategy
- Market Factors
- Product Factors
- Producer Factors
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List the different channel relationship types
- Arm’s Length Relationship
- Cooperative Relationship
- Integrated Relationship
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Define Arm’s Length Relationship
- Fulfills a one time or unique need; low involvement/risk
- Parties unable to develop relationship; low trust level
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Define a Cooperative Relationship
- Formal contract without capital investment/long-term commitment; “happy medium”
- Some parties may need more relationship definition
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Describe a Integrated Relationship
- Closely bonded relationship; explicitly defined relationships
- High capital investment; any failure could affect every channel member
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Explain channel leadership
- A member of a marketing channel that exercises
- authority/power over the activities of other members
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Describe Channel Conflict
A clash of goals and methods between distribution channel members
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Describe Channel Partnering
The joint effort of all channel members to create a supply chain that serves customers and creates a competitive advantage
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Discuss channels and distribution decisions in global markets
- Distribute directly or through foreign partners
- Legal and infrastructure differences
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Identify the special problems and opportunities associated with distribution in service organizations
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