Kapitel 6 Distributionspolitik - mdannenberg.de

Lehrveranstaltung „Marketing“
Kapitel 6 Distributionspolitik
Kapitel 6.1 Grundlagen
What Work is Performed by Marketing Channels?
• Channel Functions and Flows:
• Gather information about potential and current customers, competitors, and others
• Develop and disseminate persuasive communications to stimulate purchasing
• Reach agreements on price and other terms so that transfer of ownership or possession can
be effected
• Place orders with manufacturers
• Acquire funds to finance inventories at different levels in the marketing channel
• Assume risk connected with
carrying out channel work
• Provide for the successive storage
and movement of physical products
• Provide for buyers’ payment of their bills through banks and other financial institutions
• Oversee actual transfer of ownership from one organization or person to another
Lehrveranstaltung „Marketing“
Kapitel 6 Distributionspolitik
Kapitel 6.1 Grundlagen
Why are Marketing Intermediaries Used?
• The use of intermediaries results from their greater efficiency in
making goods available to target markets.
• Offer the firm more than it can achieve on it’s own through the
intermediaries:
• Contacts
• Experience
• Specialization
• Scale of operation.
Purpose: match supply from producers to demand from consumers.
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