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    Adkham Akbarov
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    This document discusses marketing channels. It defines a marketing channel as a methodology involving activities to transfer goods from one point to another. It then outlines the key channel members like manufacturers, distributors, wholesalers, retailers, and end users. It also describes the different levels of marketing channels from zero to three levels and the differences between B2B and B2C channels. Finally, it discusses the concept of channel utility and concludes that channel members play a vital role by creating product usefulness and supporting the exchange process.

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    This document discusses marketing channels. It defines a marketing channel as a methodology involving activities to transfer goods from one point to another. It then outlines the key channel members like manufacturers, distributors, wholesalers, retailers, and end users. It also describes the different levels of marketing channels from zero to three levels and the differences between B2B and B2C channels. Finally, it discusses the concept of channel utility and concludes that channel members play a vital role by creating product usefulness and supporting the exchange process.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    3 views11 pages

    0 Marketing Channels

    Uploaded by

    Adkham Akbarov
    This document discusses marketing channels. It defines a marketing channel as a methodology involving activities to transfer goods from one point to another. It then outlines the key channel members like manufacturers, distributors, wholesalers, retailers, and end users. It also describes the different levels of marketing channels from zero to three levels and the differences between B2B and B2C channels. Finally, it discusses the concept of channel utility and concludes that channel members play a vital role by creating product usefulness and supporting the exchange process.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 11

    Marketing Channels

    BY
    N E HA A RYA
    A S S I STA NT P R OFESSOR
    A DVA N CE D E D U C AT I ONA L I N ST I T UT I ONS

    www.advanced.edu.in
    A marketing channel is a methodology which
    involves certain activities to transfer goods
    from one point to another.

    www.advanced.edu.in
    Flow of The Lesson
    • Channel Members
    • Levels of Marketing Channel
    • B2B &B2C
    • Channel Utility
    •Conclusion

    www.advanced.edu.in
    Introduction of the Topic
    Every firm make efforts to reach their prospective customers. Marketing channel members are
    the source by which firm can contact their customers. Main channel members are as follows-

    Channel
    Members

    Franchisee Retailer
    Distributor/
    Wholesaler

    www.advanced.edu.in
    Zero level Channel
    Manufacturer End User
    Levels of (Customer)

    Marketing One level Channel

    Channel Manufacturer Retailer End User


    (Customer)
    From Manufacturer to End User
    Two level Channel
    Manufacturer Wholesaler Retailer End-user
    (Customer)

    Three level Channel


    Manufacturer Franchisee Wholesaler Retailer End User
    ◦ (Customer)

    www.advanced.edu.in
    Franchisor Franchisee is a channel member which continues the chain of supply
    from franchisor to the next channel member.

    Wholesaler/ Wholesaler purchases product in bulk and sells the product to the other
    Distributor channel member or retailer .

    Retailer Retailer purchases product single item wise and sells it to the customer.

    www.advanced.edu.in
    There are basically two marketing
    channels: B2B AND B2C

    B2B Business to Business

    B2C Business to Consumer


    Difference between B2B and B2C
    B2B B2C
    1. Multiple purchasers are involved in the process. 1. Single purchaser is involved in the process.
    2. Market area for the purchaser is smaller. 2. Market area for the purchaser is larger.
    3. High price is involved in the ordering process. 3. Low price is involved in the ordering process.
    4. Long term relationship is involved. 4. Short term relationship is involved.
    5. Face to face interaction is required. 5. Face to face interaction is not required.
    Channel Utility

    Endorsement Proper Cooperation Add Risk


    Delivery Value Sharing

    Channel Utility
    Channel Utility shows the importance of channel members
    www.advanced.edu.in
    Conclusion
    Marketing channel members play a vital role in marketing activities because channel
    members serve many functions, which includes creating usefulness of the product
    and then supporting the exchange process.
    Exchange process can be called successful only when the functions performed by all
    the channel members has some utility. Relationships among channel members also
    forms a supply chain which ultimately satisfies the consumer.

    www.advanced.edu.in

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