MKT 100 Chapter Notes - Chapter 12: Direct Market, Radio-Frequency Identification, Electronic Document

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Gillespie

Document Summary

Distribution channels, supply chain, and logistics are related. Distribution channel the institutions that transfer the ownership of and move goods from the point of production to the point of consumption. Wholesalers those firms engaged in buying, taking title to, often storing, and physically handling goods in large, quantities, and then reselling the goods (usually in smaller quantities) to retailers or industrial or business users. Indirect distribution manufacturer to retailer to consumer. Multichannel distribution manufacturer to wholesaler to retailer to consumer. Push marketing strategy designed to increase demand by focusing on wholesalers, distributors, or salespeople, who push the product to consumers via distribution channels. Pull marketing strategy designed to get consumers to pull the product into the supply chain by demanding retailers carry it. Distribution intensity the number of channel members to use at each level of the supply chain. Intensive distribution a strategy designed to get products into as many outlets as possible.