Week 9 Flashcards
place
making G&S available in the right quantities and locations
marketing channel
individuals and firms involved in the process of making G&S available for use or consumption by consumers or industrial users
consumer benefit
having the G&S that you want, when you want them, where you want them, and in the form that you want
intermediaries
make selling G&S more efficient as they minimize the number of contacts needed to reach a target market
intermediary
any intermediary between manufacturer and end-user markets
agent or broker
any intermediary with legal authority to act on behalf of the manufacturer
wholesaler
an intermediary who sells to other intermediaries, usually to retailers; usually applies to consumer markets
retailer
an intermediary who sells to consumers
distributor
an imprecise term, usually used to describe intermediaries who perform a variety of distribution functions, incluidng selling etc.
dealer
an even more imprecise term that can mean the same as distributor, retailer, wholesalers
direct channel
producer and final consumer deal directly with one another (no one in-between)
indirect channel
intermediaries are involved in the distribution of G&S
dual distribution
reach buyers by employing two or more different types of channels
strategic channel alliances
kraft distributes starbucks and mccafe coffees in grocery stores
multichannel marketing
blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers
cross-channel shopper
researches online and purchases at a retail store
vertical marketing system
professionally managed and coordinated marketing channels designed to achieve channel economies and maximum marketing impact. encourage collaboration, shared responsibility, and partnerships
factors affecting channel choice
market, product, company
vertical conflict
between different channel levels (pepsi VS loblaws)
horizontal conflict
between members at the same level (loblaws VS Sobeys)
channel captain
coordinates, directs and support other channel members
market exposure strategies
intensive, selective, exclusive
forms of ownership
independent retailers, corporate chains, contractual systems
level of service
self-service, limited service, full-service
merchandise line
depth (assortment) of line (limited-line/specialty outlets)
breadth (variety) of line (general merchandise, scrambled merchandise, hypermarkets/superstores)
wholesaling
merchant wholesalers, agents and brokers, manufacturer’s branches and offices
