Marketing Channel
A marketing channel system is the particular set of interdependent organizations involved in the process of making a product or service available for use or consumption.
- ●Channel member functions
ㆍGather information
ㆍDevelop and disseminate persuasive communications
ㆍReach agreements on price and terms
ㆍ Acquire funds to finance inventories
ㆍAssume risks
ㆍProvide for storage
ㆍProvide for buyers' payment of their bills
ㆍOversee actual transfer of ownership
- ●Process designing a marketing channel system
- 1.Analyze customer needs
- 2.Establish channel
- 3.Identify major
- 4.Evaluate major
- ●Marketing channel levels
- 1.A zero level- direct marketing channel
- 2.A two level - contains two intermediaries
- 3.A three level - contains three , whole salers sell to jobbers, essentially small-scale wholesalers
Reference
Johb Wideman. (2023). Designing and managing intregrated marketing channels
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