COMM 223 Chapter 12: Chapter 12 - COMM 223
12 Dec 2016
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Document Summary
In making products and services available to consumers, channel members add value by bridging the major time, place, and possession gaps that separate goods and services from those who use them. Members of the marketing channel perform many keys functions. A firm should identify the types of channel members available to carry out its channel work. Company sales force, industrial distributors, resellers, etc: number of marketing intermediaries. Companies must also determine the number of channel members to use at each level. Intensive distribution: stocking the product in as many outlets as possible. This maximizes product exposure at the retail level: exclusive distribution: giving a limited number of dealers the exclusive image, and gain stronger support from the enhance product distributors. right to distribute the company"s products in their territories. Allows to intermediaries who are willing to carry the company"s products.
