Unit-IV
Marketing Channels, their Structure ; Channel Intermediaries-Role
and Types; Wholesaling and
Retailing; Logistics of Distribution; Channel Planning,
Organizational...
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Operations Management
Unit-IV Marketing Channels, their Structure ; Channel Intermediaries-Roleand Types; Wholesaling and Retailing; Logistics of Distribution; Channel Planning,Organizational Patterns in Marketing Channels: Assessing Performance of Marketing Channels; InternationalMarketing Channels.
NOTES FOR SALES AND DISTRIBUTION MANAGEMENT
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Marketing channels A marketing channel is a people organization activities necessary to transfer the ownership of goods from the point of production to the point of consumption It is also known as a distribution channel Marketing channel structureWhile channels can be very complex there is a common set of channel structures that can be identified in most of the transactions 1Direct channel ProducerConsumers The direct channel is the simplest case where the producer directly sells the product to the consumers For example if you visit a farmers market you can purchase goods directly from the farmer Same way in B2B some corporates use direct channels very effectively 2Retail channelProducerRetailerConsumer The retail channel is different from the direct channel in that the retailer doesnt produce the product The
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