NATURE AND IMPORTANCE OF MARKETING CHANNELS

• What is a Marketing Channel of Distribution?

Marketing Channel

FIGURE 13-1 FIGURE 13-1 Terms used for marketing intermediaries

Functions Performed by Intermediaries

NATURE AND IMPORTANCE OF MARKETING CHANNELS

• Value Created by Intermediaries

• Transactional Function

• Logistical Function

• Facilitating Function

Consumer Benefits from Intermediaries

FIGURE 13-2 FIGURE 13-2 Marketing channel functions performed by intermediaries

• Marketing Channels for Consumer Goods and Services

Direct Channel

Indirect Channels

CHANNEL STRUCTURE AND ORGANIZATION

FIGURE 13-3 FIGURE 13-3 Common marketing channels for consumer goods and services

CHANNEL STRUCTURE AND ORGANIZATION

• Electronic Marketing Channels

• Multiple Channels and Strategic Alliances

Dual Distribution

Strategic Channel Alliances

FIGURE 13-5 FIGURE 13-5 Representative consumer electronic marketing channels