MKT 100 Lecture 11: MKT 100 – Lecture 11

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

A set of interdependent organizations involved in the process of making a product or service available for use or consumption. Merchants: buy, take title & resell the product. Agents: search for customers& negotiate on behalf of manufacturers, do not take title. Facilitators: assist, but no title and no negotiating purchase or sale. Channel margins typically represent a large portion of the final price. Required to need revenue targets by converting prospective clients to actual clients. May lack financial resources to carry out direct marketing. Can earn a greater return on main business through greater efficiency. Martha stewart switches her lines of home-wares from k-mart to macy"s. What was the advantage for her company: better merchandising, higher margins, going upscale enables her to better compete against cheap foreign imports. What is the big advantage for macy"s: martha stewart"s tv programs and magazines can cross-promote macy"s.