MARK 201 Chapter Notes - Chapter 11: Zipcar, Disintermediation, Logistics
14 Dec 2016
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Document Summary
Upstream producers supply raw materials and components necessary to create products. Downstream marketing channel partners link producers to the customer. Producers, suppliers, distributors and customers who improve the performance of the entire system in delivering customer value. Interdependent rms that make a product available for businesses or consumers. Channel decisions can lead to competitive advantage. Information gathering and distribution: channels partners have access to informations the manufacturer might not have. Promotion at point of purchase: promotions at point of purchase are handled by distributors and retailers. Contact: channel members can nd new customers. Matching and arranging: channel partners often play a role in adapting the product to t the buyer"s needs. Physical distribution: trucking and other transportation companies act as channel members by transporting and storing products. Retailers: a business that primarily sells products and services to consumers: retailing: the business of selling good or services to consumers for their personal use.
