Marketing Channels

Chapter 15 Managing Marketing Channels

I. What is the place element of the marketing mix? ,[object Object]

II. What is a marketing channel ? ,[object Object]

III. Intermediaries ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8 FIGURE 15-A Types of Intermediaries

10 FIGURE 15-2 How intermediaries improve exchange efficiencies

IV. Channel Structure Decisions

A. Direct Vs. Indirect Channels ,[object Object],[object Object],[object Object],[object Object]

15 FIGURE 15-4 Examples of direct and indirect channels

B. Target Market Coverage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

C. Dual Distribution ,[object Object],[object Object]

V. Vertical Marketing Systems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

VI. Factors to Consider When Selecting Specific Intermediaries ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Channels

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Marketing Channels