principals of marketing

1. From :From : Krupa pandit
Bcom 3rd sem ‘b’
118.

2. Marketing channels

4. AMA :
“The structure of inter company
organisation units & extra-company agents
and dealers, wholesale and retail through
which a commodity, product or service is
marketed”.

10. This is the channel choice opted by manufacturer
industrial & consumer durable goods. The sales are
affected through the company sales force.
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11. Between the producer & consumers, this is a channel
has one intermediary namely, retailer. This is the most common
channel in case of consumer durable such as textiles, shoes.
bata,carona and flex have their retail outlets throughout length &
breadth of the country.
2

12. Thisisthemost popular form & used by both small
& big companiesalike. Thecompany producing non-durable
itemsusethiswherethewholesalersstock theproduction in
different partsof thenation or aregion & from there, the
productsaresupplied in smaller quantitiesto theretailers&
who in turn, sell to theconsumers.
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13. 4

14. In thischannel agent wasnewly introduced,
theseagent-middlemen may becommission agents, export
merchantswho managetheaffairson behalf of the
manufacturer who wantsto concentrateon production.
5

16. Vertical channels :
These channels are vertically integrated channels of distribution are those which
are professionally managed & centrally programmed net-works that are pre-engeenierd
to achieve operating economies & maximum market impact.
There are 2 types of vertical channels, they are :
Administrative.
Contractual.
Corporate.

17. Horizontal channels :
Horizontal channel is one in which 2 or more companies join their
hands to exploit a marketing opportunities, either by themselves or by creating
an independent unit.
ex :
Sugar syndicate of India.
Associated cement company.