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Marketing channel

Marketing channel

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Published by api-3774614

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Published by: api-3774614 on Oct 16, 2008
Copyright:Attribution Non-commercial

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03/18/2014

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Industrial distribution channel
\u2022Defined as a set of interdependent organizations that
make a product / service available to customers for use
\u2022Decisions on marketing channels are long term
decisions
Factors affecting the nature of Industrial
channels

\u2022Geographical distribution
\u2022Channel size
\u2022Characteristics of intermediaries
\u2022Mixed systems

-Use direct/ indirect channels
-own sales force \u2013 large volume customers
-independent distributors / dealers \u2013small scale org.
- resource constraints-agents(mfr. Rep) \u2013 market

segments consisting of geographical territories
Channel Alternatives in Industrial marketing
MANUFACTURER
INDUSTRIAL CUSTOMERS
Distributors/
Dealers

Mfr\u2019s
Representatives/
Agents

Mfr\u2019s sales force VARDistributors/
Dealers
Direct
mkg.
BrokersCommission
merchants
Telemarketing Direct mailOnline
Marketing

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