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MANAGING MARKETING CHANNELS AND WHOLESALING

MANAGING MARKETING CHANNELS AND WHOLESALING. C HAPTER 15. Terms used for Marketing Intermediaries. NATURE AND IMPORTANCE OF MARKETING CHANNELS. Value Created by Intermediaries Functions Performed by Intermediaries Consumer Benefits from Intermediaries.

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MANAGING MARKETING CHANNELS AND WHOLESALING

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  1. MANAGING MARKETING CHANNELS AND WHOLESALING CHAPTER 15

  2. Terms used for Marketing Intermediaries

  3. NATURE AND IMPORTANCE OF MARKETING CHANNELS • Value Created by Intermediaries • Functions Performed by Intermediaries • Consumer Benefits from Intermediaries

  4. How Intermediaries Minimize Transactions

  5. Marketing channel functions performed by intermediaries

  6. CHANNEL STRUCTURE AND ORGANIZATION • Marketing Channels for Consumer Goods and Services • Direct channel • Indirect channels • Industrial distributor • Electronic Marketing Channels

  7. Common marketing channels for consumer goods and services

  8. Common marketing channels for business goods and services

  9. Representative electronic marketing channels

  10. CHANNEL STRUCTURE AND ORGANIZATION • Direct Marketing Channels • Multiple Channels and Strategic Alliances • Dual distribution • Strategic channel alliances • Vertical Marketing Systems and Channel Partnerships

  11. Types of vertical marketing systems

  12. CHANNEL CHOICEAND MANAGEMENT • Factors Affecting Channel Choice and Management • Environmental Factors • Consumer Factors • Product Factors • Company Factors

  13. CHANNEL CHOICEAND MANAGEMENT • Channel Design Considerations • Target Market Coverage • Intensive distribution • Exclusive distribution • Selective distribution • Satisfying Buyer Requirements • Profitability

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