Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
10 Cards in this Set
- Front
- Back
marketing channel
|
a channel consisting of individuals & firms involved in the psocess of making a product or service available for use or consumption by consumers
|
|
types of intermediaries
|
middlemen
agent/broker wholesaler reatiler distributor |
|
3 functions of intermediaries and what r they
|
1- transactional-> buying, selling & risk taking
2- logistical-> assorting, storing, sorting & transporting 3- facilitating-> financing, grading, marketing info |
|
marketing channels help create value for consumers through what 4 utilities?
|
time-> when
place-> where form-> enhancing, make it appealing possession-> help take hold |
|
difference b/t direct & indirect channels
|
DC- producer & consumer deal w/ each other directly
IDC- channels by which intermediaries r inserted b/t the producer & consumer & perform numerous channel fncts. |
|
business goods, consumer goods - which channels r shorter & y?
|
business, b/c business users r fewer in number, r more geographically concentrated, & buy in larger quantities
|
|
industrual distributor
|
intermediary that performs a variety of mark channel fnct(selling, stocking, & delivering a full prod assortment)
|
|
direct marketing channels
|
allows consumers to buy products by interacting w/ various advertising media w/o a face2face meeting w/ a salesperson
ex.- HSN, catalog, mail-ordering service |
|
dual distribution
|
when a firm reasches different buyers by employing 2 or more different types of channels for the same basic product
|
|
strategic channel alliances
|
where one firm's marketing channel is used to sell another firm's products
ex: Kraft uses its marketing 2 sell Starbucks in supermarkets |