MK 201 Chapter Notes - Chapter 12: Disintermediation, Target Market, Multichannel Marketing
Document Summary
Marketing channel individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. Made possible through the flow of products and services from a producer, through intermediaries, to a buyer. Producer wholesaler retailer consumer channel. Direct channel - the producer and the ultimate consumers deal directly with each other, there are no intermediaries with a direct channel, the producer performs all channel functions. Indirect channel intermediaries are inserted between the producer and consumers and perform numerous channel functions. Direct channel - firms use this channel to maintain their own sales force and perform all channel functions. Indirect channel one or more intermediaries between the producer and the industrial user. Employ the internet to make products and services available for consumption or used by consumers or organizations. Multichannel marketing the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers.
