24108 Lecture Notes - Lecture 8: Direct Marketing, Direct Selling, Cash Flow
Document Summary
Understand how distribution channels connect producers & buyers. Describe the activities involved in the distribution of goods. Explain the role of agents and brokers in the distribution channel. Explain the role of wholesalers in marketing distribution. Marketing channels: marketing intermediaries are individuals/organisations that form the distribution chain between the producer and the end user (e. g. Industrial buyers, wholesalers, agents and brokers & retailers: the distribution channel involves a group of individuals and organisations directing products from producers to end users. Distribution: market coverage decisions take into account the nature of the product and the target market. Exclusive distribution: which distributes products through a single intermediary for. Intensive distribution: which distributes products via every suitable intermediary any given geographic region. Selective distribution: which distributes products through intermediaries chosen for some specific reason. Place laws: prevent suppliers from imposing unreasonable restraints on distributors, e. g. Exclusive dealing: restricting products that a distributor may sell.
