MKTG 2201 Chapter Notes - Chapter 12: Disintermediation, Direct Marketing
16 Dec 2016
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How adding a dis tributor re duce s the numbe r of cha nne l tra ns a ctions. Information: gathering and distributing information about consumers, producers, and other actors and forces in the marketing environment needed for planning and aiding exchange. Promotion: developing and spreading persuasive communications about an offer. Contact: finding and communicating with prospective buyers. Matching: shaping offers to meet the buyer"s needs, including activities such as manufacturing, grading, assembling, and packaging. Negotiation: reaching an agreement on price and other terms so that ownership or possession can be transferred. Financing: acquiring and using funds to cover the costs of the channel work. Disintermediation: the cutting out of marketing channel intermediaries by product or service producers or the displacement of traditional resellers by radical new types of intermediaries. (solomon 358) Solomon, michael r. introduction to marketing, custom edition for northeastern university mktg 2201.
