BUSI 2202U Chapter Notes - Chapter 14: Marketing Channel, Customer Service, Logistics
Document Summary
Chapter 14 managing marketing channels and supply chains. Marketing channel consists of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. Marketing channels can be compared with a pipeline through which water flows from a source to a terminus. Some intermediaries actually purchase items from the seller, store them, and resell them to buyers. Producers recognize that intermediaries make selling goods and services more efficient because they minimize the number of sales contacts necessary to reach a target market. Intermediaries make possible the flow of products from producers to buyers by performing three basic functions. Most prominently, intermediaries perform a transactional function that involves buying, selling, and risk taking because they stock merchandise in anticipation of sales. Intermediaries perform a logistical function evident in the gathering, storing, and dispersing of products.
