MCS 1000 Chapter Notes - Chapter 14-15: Electronic Data Interchange, Multichannel Marketing, Reverse Logistics

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Raffi Sarmazian

Document Summary

Chapter 14: managing market channels and supply chains. Reaching prospective buyers, either directly or indirectly, is a prerequisite for successful. At the same time, buyers benefit from distribution systems used by firms marketing. We see the results of distribution every day. Ex: lays chips at mack"s milk, levi"s jeans at sears. Each of these items was brought to you by a marketing channel of distribution, or simply a . Marketing channel , which consists of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. Marketing channels make possible the flow of goods from a producer, through intermediaries, to a buyer. Intermediaries go by various names and perform various functions. Some intermediaries actually purchase items from the seller, store them, and resell them to buyers. Few consumers appreciate the value created by intermediaries.