marketing mix: price Flashcards
what are marketing channels?
The set of interdependent organisations involved in the process of moving goods from producers to consumers.
types of intermediaries
wholesalers
retailers
distributors or dealers
franchises
benefits of intermediaries
improved efficiency
product assortment
accessibility
time utility
information utility
ownership utility
specialist services
marketing channel strategy decisions
channel structure
channel members
market coverage
managing relationships/integration
types of channel structure
direct -> producer to consumer
//
indirect -> producer to intermediaries to consumer
//
multichannel -> producer to intermediaries to consumer OR producer right to consumer
types of distribution intensity
intensive
selective
exclusive
when does channel conflict occur?
when one channel member perceives another channel member to be acting in a way that prevents the first member from achieving its channel goals.
what are the types of channel conflict?
horizontal
vertical
multichannel
what is retailing?
is all the activities directly related to the sale of products to the ultimate end consumer for personal and non-business use.
the four elements of value delivery
Access
Search
Possession
Transaction
types of retailers
department stores
discount stores
convenience stores
limited line stores
service retailers
specialty stores
category killers
supermarkets
superstores
off-price retailers
