tailieunhanh - Lecture Marketing (12/e): Chapter 15 – Kerin, Hartley, Rudelius

Chapter 15 – Managing marketing channels and supply chains. After reading chapter 15, you should be able to: Explain what is meant by a marketing channel of distribution and why intermediaries are needed; distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems; describe factors that marketing executives consider when selecting and managing a marketing channel. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 15-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LO 15-1 Explain what is meant by a marketing channel of distribution and why intermediaries are needed. Distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems. 15- LO 15-4 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LO 15-3 Describe factors that marketing executives consider when selecting and managing a marketing channel. Explain what supply chain and logistics management are and how they relate to marketing strategy. 15- CALLAWAY GOLF: DESIGNING AND DELIVERING THE GOODS FOR GREAT GOLF 15- FIGURE 15-1 The variety of terms used for marketing intermediaries that vary in specificity and use in consumer and business markets 15- NATURE | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 15-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LO 15-1 Explain what is meant by a marketing channel of distribution and why intermediaries are needed. Distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems. 15- LO 15-4 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LO 15-3 Describe factors that marketing executives consider when selecting and managing a marketing channel. Explain what supply chain and logistics management are and how they relate to marketing strategy. 15- CALLAWAY GOLF: DESIGNING AND DELIVERING THE GOODS FOR GREAT GOLF 15- FIGURE 15-1 The variety of terms used for marketing intermediaries that vary in specificity and use in consumer and business markets 15- NATURE AND IMPORTANCE OF MARKETING CHANNELS THE VALUE CREATED BY INTERMEDIARIES LO 15-1 Marketing Channel Functions Intermediaries Perform Transactional Function Logistical Function Facilitating Function Utilities Consumers Receive 15- FIGURE 15-2 Marketing channel intermediaries perform three functions, each consisting of different activities 15- MARKETING CHANNEL STRUCTURE AND ORGANIZATION MARKETING CHANNELS FOR CONSUMER OFFERINGS LO 15-2 Direct Channel Indirect Channel Retailers Wholesalers Retailers Agents Wholesalers Retailers 15- FIGURE 15-3 Common marketing channels for consumer products and services by the kind and number of intermediaries 15- MARKETING CHANNEL STRUCTURE AND ORGANIZATION MARKETING CHANNELS FOR BUSINESS OFFERINGS LO 15-2 Direct Channel Indirect Channel Industrial Distributor Agents Agents Industrial Distributors 15- FIGURE 15-4 Common marketing channels for business products and services by the kind and number of intermediaries 15- MARKETING .

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