Lecture 11 - Marketing channels (place) Flashcards
What is a distribution channel?
A distribution channel is the chain of intermediaries or processes a product goes through to reach the final customer, such as wholesalers, retailers, and online platforms.
What are the main types of channel levels?
Direct channels: Producer sells directly to consumers.
Indirect channels: Involve intermediaries like wholesalers and retailers.
What are the three types of distribution strategies?
Exclusive distribution: Limited outlets to ensure control and exclusivity.
Selective distribution: Moderate outlets to balance reach and brand positioning.
Intensive distribution: Wide availability to maximize customer access.
What is multichannel marketing?
Multichannel marketing uses two or more distribution channels to reach customers, such as physical stores, online platforms, and direct sales.
What is omnichannel marketing?
Omnichannel marketing integrates multiple channels (online and offline) to provide a seamless and cohesive customer experience.
What is a value network?
A value network is a system of all partnerships that helps a company create, improve, and deliver its products, including suppliers, distributors, and customers.
What are common types of channel conflicts?
Horizontal conflict: Between members at the same level (e.g., two retailers).
Vertical conflict: Between different levels (e.g., manufacturer and retailer).
Multichannel conflict: Between two or more channels serving the same market.
What is digital channel management?
Managing online sales and customer interaction, focusing on:
Website usability.
Delivery logistics.
Effective handling of customer complaints.
What are some future technologies influencing distribution channels?
Facial recognition for payments.
Drones for delivery.
Virtual reality shopping experiences.
