Term
| Why marketing Intermediaries |
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Definition
- Very efficient in helping make goods available to customers - Help match supply from producers to demand from consumers. -Offer the producer more than it can achieve on its own. |
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Term
| Channels for consumer products |
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Definition
can be -producer - consumers -producer - retailers - consumers Producers- Wholesalers- Ret. - Consumers Pro- Agents/brokers - whole- ret- consumers |
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Term
| Channels for business products |
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Definition
Producer - Organizational Buyers Pro - Industrial dist's - Org Buyers Pro - Agents - Org buyers Pros - Agents - Ind Dist's - Org Buyers |
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Term
| Advantages of Industrial distributors |
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Definition
- Perform Selling activities in local markets - Pass market information on to producers - Reduce capital requirements by holding inventories. |
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Term
| Disadvantages of industrial distributors |
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Definition
- Difficult to control - Stock competing brands - Lack of technical knowledge |
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Term
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Definition
| Independent businessperson who sells, on commission, the complementary products of several producers: does not take title to or hold inventories |
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Term
| Advantages of manufacturers agent |
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Definition
- Possess technical and market information -Established set of customers -Serve as substitute for a sales force |
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Term
| Disadvantages of manufacturers agent |
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Definition
- Difficult to control - Concentrate on only large accounts - Sales focus limited to cmmission-related activities. |
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Term
Selecting marketing channels customer characteristics |
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Definition
Consumers buy for personal use, want many choices. Business buys for profit, need more complex, technical products, direct channel. |
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Term
selecting marketing channels Product attributes |
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Definition
| Exensive, complex, fragile, exclusive products shorter channel. basic, less expensive, products, longer channels |
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Term
selecting marketing channels type of organization |
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Definition
| Large firms negotiate better deals, have more distribution centers. smaller firms may not have sales force, resources, must hire it. |
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Term
selecting marketing channels competition |
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Definition
| Strong competitors' channels are usually copied to try and remain competitive. |
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