• Chapter 2
The Channel Participants•MajorParticipants in the Marketing Channel
•Why shift distribution tasks to intermediaries?•Example: Distribution of Crayons• Huge order processing facility• Huge inventory• Several warehouse locations• Transportation of product to consumers•Major Types of Wholesalers•Merchant Wholesalers•Agents, Brokers, & Commission Merchants•Manufacturers’ Sales Branches & Offices•Major Trends in Wholesale Structure•Trends in Size & Concentration•Merchant Wholesalers Specialize in Performance Distribution Tasks•Merchant Wholesalers’ Distribution Tasks Serve Customers•Agent Wholesalers’ Distribution Tasks•Agent Wholesalers’ Distribution Tasks•Agent Wholesalers’ Distribution Tasks•Agent Wholesalers’ Distribution Tasks•Retail Structure
•By Ownership of Establishment•By Kind of Business (Merchandise Handled)•By Size of Establishment•By Degree of Vertical Integration•By Type of Relationship with other Business Organizations•By Method of Consumer Contact•By Type of Location•By Type of Service Rendered•By Legal Form of Organization•By Management Organizations or Operational Technique•Kind-of-BusinessClassifications•Motor vehicle & parts dealers•Furniture & home furnishings stores•Electronics & appliance stores•Building material & garden equip. & supply dealers•Food & beverage stores•Health & personal care stores•Gasoline stations•Clothing & clothing accessories stores•Sporting goods, hobby, book, & music stores•General merchandise stores•Miscellaneous store retailers•Nonstore retailers•Retail Structure Trends•Concentration in Retailing•Distribution Tasks Performed by Retailers
•Distribution Tasks Performed by Retailers••Offer manpower & physical facilities close to consumers’ residences•Provide personal assistance to help sell products•Interpret and relay consumer demand•Divide large quantities into consumer-sized lots•Offer storage•Remove risk by ordering in advance of the season•Retailers’ Growing Power in Marketing Channels•Facilitating Agencies in Marketing Channels••Transportation agencies•Storage agencies•Order processing agencies•Advertising agencies•Financial agencies•Insurance companies•Marketing research firms•
Tiada ulasan:
Catat Ulasan