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Marketing channels
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An intermediary reduces the number of channel transactions
Channel 1
Manu- Consumer
facturer
Channel 2
Manu- Retailer Consumer
facturer
Channel 3
Manu- Whole- Retailer Consumer
facturer saler
Channel 4
Manu- Whole- Jobber Retailer Consumer
facturer saler
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Channel-design decisions
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Push Vs Pull Strategy
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Push Vs Pull Strategy
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Analyzing Customers’ desired
service output levels
• Types of Intermediaries
The company’s direct sales force
Higher manufactures’ agents in different regions
Find distributor in the different regions
• Number of Marketing Intermediaries
• Intensive Distribution -Stock in maximum possible
outlets -Maximum brand exposure and convenience.
• Exclusive Distribution
-Limited number of dealers - exclusive rights
Selective Distribution
-Choose from willing intermediaries -above average
selling-Good market coverage-More control and less
cost versus intensive distribution 10
Identifying Major Alternatives
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Evaluating Major Alternatives
• Economic criteria
-Profitability
-Potential sales
-Costs of selling
• Control issues
• Adaptive criteria
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