Module 15 & 16: Marketing Services and Pricing Flashcards
Upstream Partners
supply raw materials, components, parts, information, finances, and expertise needed to create a product or service
Downstream Partners
serve as distribution channels that link the firm and its customers
Value Delivery Network
a network composed of the company, suppliers, distributions, and, ultimately, customers who partner with each other to improve the performance of the entire system in delivering customer value
Marketing Channels/Distribution Channels
interdependent organizations that help make a product or service available for sue or consumption
Marketing Intermediaries
create a greater efficiency in making goods available to target markets, transform the assortments of products made by producers into the assortments wanted by consumers, and bridge the major time, place, and possession gaps that separate goods and services from users
Channel Level
a layer of intermediaries that perform work in bringing the product and its ownership closer to the final buyer
Direct Marketing Channel
no intermediary levels
Indirect Marketing Channel
one or more intermediary levels
Retailer
a company that purchases and resells products to consumers for their personal or family use
Wholesaler
a firm that buys large quantities of goods from various producers or vendors, warehouse, and resells them to retailers or other businesses
Distributor
buys noncompeting products, warehouses, and resells them to retailers or directly to end users
Vertical Marketing System
consists of producers, warehouses, and retailers acting as a unified system
Horizontal Marketing System
two or more companies at one level join together to follow a new marketing opportunity
Multichannel Distribution Systems
a single firm sets up two or more marketing channels to reach customers segments
Disintermediation
occurs when products or service producers cut out marketing channel intermediaries or when radically new types of channel intermediaries displace traditional ones
