Exam 2: CH. 12 Flashcards
marketing channel
individuals/firms involved in the process of making product or service (Products flow through intermediaries)
direct channel
straight from producer to consumer
indirect channel
producer to an intermediary to consumer
internet marketing channels
combine electronic/traditional intermediary, creates place,form, and possession utility– (i.e. car rental, financial service)
multichannel marketing
blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and build relationships who shop in traditional intermediaries/online
dual distribution
arrange where a firm reaches diff. buyers by employing 2 or more types of channels
vertical marketing systems
- Corporate
- forward & backward integration - Contractual
- wholesaler/retailer
- franchising
intensive distribution
a lvl of distribution where a firm tries to place products and services in as many places as possible
exclusive distribution
only one retailer in a specific area carries the firms products
selective distribution
firm selects a few retailers in an area
channel captain
coordinates, directs, supports other channel members (influences behavior of other members)
logistics
activity that focus on getting the right amount of the right products at the right place/time (lowest cost)
supply chain
align with marketing strat—-
- Understand the customer.
- Understand the supply chain.
- Harmonize the supply chain with the marketing strategy.
reverse logistics
reclaim recyclable/reusable material, returns, and reworks
what is an intermediary and its functions
-a person who acts as a link between people in order to try to bring about an agreement– transactional/logistical/facilitating functions
