1 / 6

CHANNEL STRUCTURE AND MEMBERSHIP

CHANNEL STRUCTURE AND MEMBERSHIP. Whether to use intermediaries Some potential channel structures Types of intermediaries to be used Parallel (dual) distribution decisions Evaluating channel performance. High demand for assortment and variety Low volume purchases by individuals

markku
Télécharger la présentation

CHANNEL STRUCTURE AND MEMBERSHIP

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. CHANNEL STRUCTURE AND MEMBERSHIP • Whether to use intermediaries • Some potential channel structures • Types of intermediaries to be used • Parallel (dual) distribution decisions • Evaluating channel performance

  2. High demand for assortment and variety Low volume purchases by individuals Others can more efficiently run logistics When To Use Intermediaries

  3. Potential Channel Structures (U.S.) Producer Producer Producer Producer Agents/ Brokers Wholesalers Wholesalers Retailers Retailers Retailers Consumer Consumer Consumer Consumer

  4. Cost effective relative to service provided Compatible with product image Mutual benefit compensation “piggy-backing” or reciprocal “piggy-backing” Types of Intermediaries That Should be Used--Criteria

  5. Parallel Distribution Structures MANUFAC- TURER DISTRI- BUTOR RETAILER MAJOR CHAIN (e.g., Wal-Mart) DIRECT MARKETING FACTORY OUTLET

  6. Service output fulfillment Assignment of channel flows to lowest cost performer (subject to quality standards) Timeliness and quality of members Compliance with equity principle Evaluating Channels

More Related