COMM 223 Study Guide - Final Guide: Walmart, Competitive Advantage, Best Buy
31 Jan 2015
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Document Summary
In most cases they do not directly deliver the product directly to the customer at all. Distribution channel (marketing channel: set of interdependent organizations involved in the process of making a product available for consumption, distribution channel is a large canal or pipeline between manufacturers and final customers. Large canal or pipeline through which products, their ownership, communication, financing and payment, and accompanying risk flow to the consumer. Movement of the product (starting from manufacturers until final customers going through wholesalers and retailers) Ownership changes: suppose there is damage to the product, if the retailer is the owner then it incurs the loss, sometimes wholesalers/retailers take responsibility of product damage. Financing and payment: suppose the final customers do not have enough money to buy product, wholesalers/retailers can use financing options to help customer pay. Price mix: revenue source and flexible marketing mix.
