Professional Documents
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Marketing Channel Systems
Marketing Channel Systems
The prediction:
Disintermediation — reduction of number of intermediaries
The reality:
Reinter mediation—evolution of a new type of intermediary
Yahoo!
eBay
Amazon.com
1
Management’s involvement in
the process
Anyone in a firm or
organization who is involved
in marketing channel
decision making
Objective 3:
1
How does marketing channel strategy relate to
the
rest of the marketing mix?
Marketing Mix
or
the four Ps Challenges
Product Flow
Negotiation Flow
Ownership Flow
Information Flow
Promotion Flow
1
Product Flow
Manufacturer
Transportation Company
Wholesalers
Retailers
Consumers
1
Negotiation Flow
Manufacturer
Wholesalers
Retailers
Consumers
1
Ownership Flow
Manufacturer
Wholesalers
Retailers
Consumers
1
Information Flow
Manufacturer
Transportation Company
Wholesalers
Retailers
Consumers
1
Promotion Flow
Manufacturer
Advertising Agency
Wholesalers
Retailers
Consumers
Objective 5:
1
Distribution through intermediaries
Contactual Efficiency
1
Distributed Distributed
interorganizationally intraorganizationally
Contactual Efficiency 1
Granada Guitar Co.
Channel Structure
Why are single-
The group of channel members to channel structures
which set of distribution tasks has currently the
been allocated exception?