tailieunhanh - Ebook Marketing (10th edition): Part 2

(BQ) Part 2 book "Marketing" has contents: Marketing channels, supply chain management, promotional planning for competitive advantage; advertising and public relations; sales promotion and personal selling; pricing concepts, setting the right price, consumer relationship management. | P A R T 4 Distribution Decisions W H A T ’ S IN S ID E Marketing Channels 375 Supply Chain Management 403 © HAZLAN ABDUL HAKIN/ISTOCKPHOTO INTERNATIONAL, INC. Retailing 438 374 Marketing Channels C H A P T E R 13 Learning Outcomes LO 1 Explain what a marketing channel is and why intermediaries are needed LO 2 Define the types of channel intermediaries and describe their functions and activities LO 3 Describe the channel structures for consumer and business products and discuss alternative channel arrangements LO 4 LO 5 Discuss the issues that influence channel strategy LO 6 LO 7 LO 8 Explain channel leadership, conflict, and partnering Describe the different channel relationship types and their unique costs and benefits Discuss channels and distribution decisions in global markets Identify the special problems and opportunities associated with distribution in service organizations © SUSAN VAN ETTEN 375 LO 1 Marketing Channels marketing channel (channel of distribution) A set of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumer. channel members All parties in the marketing channel that negotiate with one another, buy and sell products, and facilitate the change of ownership between buyer and seller in the course of moving the product from the manufacturer into the hands of the final consumer. The term channel is derived from the Latin word canalis, which means canal. A marketing channel can be viewed as a large canal or pipeline through which products, their ownership, communication, financing and payment, and accompanying risk flow to the consumer. Formally, a marketing channel (also called a channel of distribution) is a business structure of interdependent organizations that are involved in the process of making a product or service available for use or consumption by end customers or business users. Marketing channels facilitate the physical movement of goods .