MKT 702 Lecture Notes - Lecture 8: Logistics, Meat Packing Industry, The Fortunes
30 Mar 2020
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Chapter 15: channel and marketing networks (place); metrics. What is a marketing channel: a marketing channel system the particular set of interdependent organizations involved in the process of, making a product or service available for use or consumption. The producer and the final customer are part of every channel. We will use the number of intermediary levels to designate the length of a channel. Figure 15. 2a illustrates several consumer goods marketing channels of different lengths. A one-level channel contains one selling intermediary, such as a retailer. In consumer markets, these are typically a wholesaler and a retailer. In the meatpacking industry, wholesalers sell to jobbers, essentially small-scale wholesalers, who sell to small retailers. In japan, food distribution may include as many as six levels. Obtaining information about end users and exercising control becomes more difficult for the producer as the number of channel levels increases. Mkt702 lecture 8 notes: logistics managers.
