Marketing distribution channels
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This document discusses marketing channels and distribution channels. It defines them as the independent organizations that make a product available for consumption and the pathway through which products flow to customers. It includes intermediaries like merchants, agents, and facilitators. The document also discusses the different levels of indirect marketing channels from 1-level to 3-level and provides examples of physical, title, and payment flows within a channel.
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This document discusses distribution channel management. It defines distribution channels as the path through which goods and services travel from manufacturers to customers, and customers to manufacturers with payment. Distribution channels can be direct, with no intermediaries between manufacturer and customer, or indirect, involving intermediaries like wholesalers or retailers. The document outlines different types of distribution channels and discusses strategies for managing channels.
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C. Role of marketing intermediaries
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Solution
c) Role of marketing intermediaries:
Marketing Intermediaries can be defined as the individuals or organizations the link the producer
to ultimate customer.The marketing intermediaries play a very important role in the development
of business by selling and promoting the products and services.The marketing intermediaries can
also be termed as agents of organizations.The different marketing intermediariers are agents,
wholesalers and retailers.They get the product at a certain price from organization and then they
sell it at somewhat higher price to the customer.The link the retail chain and are a part of supply
chain.Their exists different levels of channels in supply chain.
1) One level channel:
Producer---retiler----customer
2) two level channel:
producer---wholesaler---retailer---customer
3)Three level channel
Producer---distibutor---wholesaler---retailer---customer
4) Four level channel
Producer---agent-----distibutor---wholesaler---retailer---customer.
The detailed role of the marketing intermediaries is :
1) They facilitate or improve the salesby physically available to or close to customers.
2) They act as a sub distribution channel
3)They divide the bulk according to the minimum requirements of customers.
4) they provide according to suitability of customers.
5) They give presale and post sale service to customers.
6) They also bare risk of organization
7) They act as chain and chane agents of both technology and products.
D) Distribution strategies:The distribution startegies are ainly decided by the top
management.They are generally decided by keeping in view the 4Psof marketing i.e.,
product,price,place and promotion.There are different types of distribution strategies:
1) Exclusive distribution:It includes few intermediaries and usage of less retail outlets.
2)Selective distribution : It is one in which the manufacturer uses few selected intermediariers to
pass the product.
3)Intensive distribution: It is the one in which a firm sells through more number of outlets or
intermediaries.
F) Types of retilers:Retailers are individuals who direcly sell to the ultimate customer the
products.They mainly reach the customers who require less amont of goods.
The different types of retaiilers are:
1) spetiality stores: such retailers carry very narrow product line and offer high level of service.
2)Department stores:these type of retailers provide high range of producta and services.They
offer different levels of service at diffrent pricing.
3)Supermarkets: such type of retailers sell food and bevarage products and services.
4)Convienece retailers: These retailers sell few products at higher prices and are usually located
at the housin.
Chapter 1
This document provides an overview of marketing channels, including definitions, roles, elements of successful channels, functions and flows, and channel levels. It defines a marketing channel as the set of intermediaries involved in the transfer of goods from producer to consumer. The roles of channels include optimizing exchange relationships and generating value through form, place, time and ownership. Elements of successful channels include pooled resources, collective goals, a connected system, and flexibility. Channels perform functions like information flow, promotion, negotiation, ordering, financing, risk taking, and physical distribution. Channels have levels ranging from zero to multiple intermediaries at each level.
Ppt mktg chnl
This document discusses marketing channels. It defines marketing channels as sets of interdependent organizations that make a product available for consumption, as most producers do not sell directly to users. It notes that marketing channels address questions about the system, the work channels perform, and channel design. It provides an example of Coca-Cola's channel, and the roles of the manufacturer, wholesaler, retailer, and consumer. Finally, it discusses the role of intermediaries in making goods widely accessible, and notes channel design considers customers' desired service levels of waiting time, product variety, and order size.
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Marketing distribution channels
- 2. › Sets of independent organizations participating in the process of making a product or service available for use or consumption. › Pathway through which a product or service flow to the customers › It includes many intermediaries 1. Merchants 2. Agents 3. Facilitators MEANING
- 3. › Making market › Salesmanship › Push strategy › Pull strategy › Assortments › Market intelligence IMPORTANCE OF CHANNELS
- 4. › Direct marketing channel (zero level channel) › Indirect marketing channel a) 1 level b) 2 level c) 3 level CHANNEL LEVELS
- 5. 0 LEVEL 1 LEVEL 2 LEVEL 3 LEVEL CONSUMER MARKTING CHANNEL MANUFACTURE R CONSUMERCONSUMER RETAILER MANUFACTURE R MANUFACTUR ER MANUFACTUR ER WHOLESALER CONSUMER RETAILER WHOLESALER CONSUMER JOBBER RETAILER
- 6. 0 LEVEL 1 LEVEL 2 LEVEL 3 LEVEL INDUSTRIAL MARKTING CHANNEL MANUFACTURE R MANUFACTURE R MANUFACTUR ER MANUFACTUR ER INDUSTRIAL CUSTOMER INDUSTRIAL CUSTOMER INDUSTRIAL CUSTOMER INDUSTRIAL CUSTOMER INDUSTRIAL DISTRIBUTOR M. REPRESENTATIV ES M. SALES BRANCH
- 7. › Single firm using two or more marketing channels to reach customer segments. › Multiplying the number of channels in any one market are. › Example LIC HYBRID CHANNEL OR MULTICHANNEL MARKETING
- 8. › Moving goods › Forward flow (storage, movement, title, communication) › Backward flow (finance, risk taking, ordering, negotiation, information) CHANNEL FUNCTION AND FLOWS
- 9. › PHYSICAL FLOW › TITLE FLOW FLOW IN CHANNELS SUPPLIER T. WAREHO USE MANUFA CTURE T. WAREHO USE DEALERS TRANSPO RTERS CUSTOMERS SPPLIERU MANUFACTURER DEALER CUSTOMER