BUSI 2202U Chapter 14: Chapter 14 Notes
11 Apr 2017
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Chapter 14 managing marketing channels and supply chains. Marketing channel 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. Image below depicts why intermediaries can help producers sell their items more conveniently: Wholesaler intermediary that may sell to other intermediaries (costco). Distributors can perform a variety of functions from storing inventory to selling products. Benefit to producers: minimizes number of sales contacts necessary to reach target, reduces costs for the producer. Benefit to consumers: having goods and services you want, when you want them and where you want them. As the number of intermediaries between a producer and buyer increases, the channel is viewed as increasing in length. The producer wholesaler retailer consumer channel is longer than the producer consumer channel. Any intermediaries inserted between your company and the final customer would be an indirect channel (apple selling through best buy).
