MARK1012 Study Guide - Final Guide: Marketing Channel, Direct Marketing, Management System
Document Summary
Management: wholesalers firms that buy products from manufacturers and resell them to retailers retailers sell directly to consumers. Direct marketing channel: there are no intermediaries between buyer and seller in direct marketing channel, typically, seller is manufacturer e. g. when cabinetmaking business sells designer coffee tables through its own store and online to individual consumers. Indirect marketing channel: one or more intermediaries work with manufacturers to provide g/s to customers. Managing the marketing channel and supply chain: marketing channels and supply chains comprise of various buying entities (retailers, wholesalers), sellers (manufacturers, wholesalers) and facilitators of exchange (transport companies) In most cases, interactions occur because parties want something from each other: each member of marketing channel performs specialised role. Managing the marketing channel and supply chain through vertical marketing systems. Making merchandise flow through marketing channels: manufacturer to distribution centre, manufacturer directly to stores.
