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Selecting andManaging Marketing Channels,[object Object],AnasIftikhar,[object Object],2815,[object Object],Strategic Marketing Management,[object Object]
1. What is meant by a marketing channel?,[object Object],A: A marketing channel consists of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users.,[object Object]
CHANNEL STRUCTURE AND ORGANIZATION,[object Object],[object Object]
  Direct Channel
  Indirect Channels,[object Object]
CHANNEL STRUCTURE AND ORGANIZATION,[object Object],[object Object]
  Industrial Distributor
  Agent,[object Object]
CHANNEL CHOICE AND MANAGEMENT,[object Object],[object Object]
  Provide the Best Target Market Coverage
Best Satisfy the Target Market’sBuying Requirements
  Be the Most Profitable,[object Object]
  Target Market Coverage
Intensive Distribution
Exclusive Distribution
Selective Distribution,[object Object]
15  |  10,[object Object],Intensity of Market Coverage (cont’d),[object Object],Selective Distribution,[object Object],Using only some available outlets to distribute a product,[object Object],Shopping products and durable goods with low replacement rates,[object Object],High qualification requirements for intermediaries to distribute, sell, service, and support products,[object Object],Toyota’s  Only Authorized Dealer,[object Object]
15  |  11,[object Object],Intensity of Market Coverage (cont’d),[object Object],Exclusive Distribution,[object Object],Using a single outlet in a fairly large geographic area to distribute a product,[object Object],Expensive, high-quality products purchased infrequently,[object Object],Exclusive outlets provide an incentive to sellers in limited markets,[object Object],Dealers carry complete inventory and have trained staff for sales and service,[object Object]
CHANNEL CHOICE AND MANAGEMENT,[object Object],[object Object]
  Satisfying Buyer Requirements
Lot Size

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