MKTG101 Lecture Notes - Lecture 10: Direct Marketing, Direct Selling, Franchising
Document Summary
Specialisation: effective delivery, customer and manufacturer services, market knowledge and coverage, customer contact, market segmentation disadvantages of using distributors: Types of intermediaries: merchants, wholesalers, retailers, agents, brokers, representative agents. Facilitators: transport companies, e-fulfilment specilists, finance intermediaries, warehousers. Thus you can eliminate channel members but you cannot eliminate the functions they perform. Marketing channels: the market coverage decision takes into account the nature of the product and its target market, generally, marketers will choose from. Intensive distribution which distributed products via every suitable intermediary: exclusive distribution which distributed products through a single intermediary for any given geographic region, selective distributions which distributed products through intermediaries chosen for some specific reason. Franchising: an approach to business in which one party ( a franshiser) licenses the business model to another party (a franchisee) In the past, salesperson would walk from door to door to promote products to the person at home.
