MKT 702 Chapter Notes - Chapter 15: The Fortunes, E-Commerce, Transact
Document Summary
Marketing channels sets of interdependent organizations participating in the process of making a product or service available for use or consumption. Intermediaries include wholesalers and retailers, brokers, manufacturers representatives, sales agents. Marketing channel system particular setoff marketing channels a firms employs, and decisions about it are among the most critical management faces. Push strategy uses the manufacturer"s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users. Pull strategy the manufacturer uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries, this inducing the intermediaries to order it. Pull strategy is particularly appropriate when there is high brand loyalty and high involvement in the category. Hybrid channels or multichannel marketing occurs when a single firm uses two or more marketing channels to reach customer segments.
