logo

The Marketing Channel PDF

   

Added on  2020-11-02

2 Pages615 Words41 Views
 | 
 | 
 | 
010314-01-1159DB1909576Question 1A) B) The marketing channel (distribution channel) is a set of interdependent organisations that help make a product or service available for use or consumption by the consumer or business user. Channel members can add value by providing more efficiency and specialization in making goods. Direct marketing channel is a marketing channel that has no intermediary levels. Indirect marketing channels are channels containing one or more intermediary levels. Each channel member depends on others and they behave differently, which can lead to channel conflict: disagreement among marketing channel members on goals, roles and rewards, who should do what and for what rewards. Vertical Marketing System (VMS), a distribution channel in which producers, wholesalers and retailers act as a unified system. There are three major types of VMS which are the Corporate VMS, Contractual VMS and Administered VMS. Corporate VMS is a vertical marketing system that combines successive stages of production and distribution under single ownership.Contractual VMS is a vertical marketing system in which independent firms at different levels of production and distribution join together through contracts. Administered VMS is a vertical marketing system that coordinates successive stages of production and distribution through the size and power of one of the parties. Communications technology is changing the way companies and customers communicate with each other. These changes come together in a need for integrated marketing communications (IMC) which involves carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent andcompelling message about an organisation and its products. IMC recognizes all touchpoints where the company and customers meet and ties together all messages. In order to develop marketing communications, an understanding of the communication process is required. A message is sent from a sender to a receiver via media, but can be interrupted by noise or encoding/decoding differences. Question 2A)The macroenvironment consists of the larger societal forces that affect the microenvironment and consists of multiple factors. Demography is the study of human populations in terms of size, density, location, age, gender, face, occupational and other
The Marketing Channel PDF_1

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Vertical and Horizontal Marketing System - Definition and Examples
|4
|749
|289

Assignment | Marketing Fundamentals
|5
|713
|34

Integrated Marketing Communication Plan
|17
|3729
|91

Integrated Marketing: Concept, Context, and Technological Effects
|17
|3809
|247

Integrated Hospitality Marketing Communication
|9
|2566
|99

Global supply chain management - Essay
|14
|5096
|135