Chapter 15 provides knowledge of managing marketing channels and supply chains. This chapter explain what is meant by a marketing channel of distribution and why intermediaries are needed; distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems; describe factors that marketing executives consider when selecting and managing a marketing channel. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO1 Explain what is meant by a marketing channel of distribution and why intermediaries are needed. Distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems. LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LO3 Describe factors that marketing executives consider when selecting and managing a marketing channel. Explain what supply chain and logistics management are and how they relate to marketing strategy. LO4 CALLAWAY GOLF: DESIGNING AND DELIVERING THE GOODS FOR GREAT GOLF FIGURE 15-1 The variety of terms used for marketing intermediaries that vary in specificity and use in consumer and business markets NATURE AND IMPORTANCE OF MARKETING CHANNELS THE VALUE CREATED BY INTERMEDIARIES LO1 Marketing Channel Functions . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO1 Explain what is meant by a marketing channel of distribution and why intermediaries are needed. Distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems. LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LO3 Describe factors that marketing executives consider when selecting and managing a marketing channel. Explain what supply chain and logistics management are and how they relate to marketing strategy. LO4 CALLAWAY GOLF: DESIGNING AND DELIVERING THE GOODS FOR GREAT GOLF FIGURE 15-1 The variety of terms used for marketing intermediaries that vary in specificity and use in consumer and business markets NATURE AND IMPORTANCE OF MARKETING CHANNELS THE VALUE CREATED BY INTERMEDIARIES LO1 Marketing Channel Functions Performed by Intermediaries Transactional Function Logistical Function Facilitating Function Utilities Received by Consumers FIGURE 15-2 Marketing channel intermediaries perform three functions, each consisting of different activities CHANNEL STRUCTURE & ORGANIZATION MARKETING CHANNELS FOR CONSUMER PRODUCTS AND SERVICES LO2 Direct Channel Indirect Channel Retailers Wholesalers Retailers Agents Wholesalers Retailers FIGURE 15-3 Common marketing channels for consumer products and services by the kind and number of intermediaries CHANNEL STRUCTURE & ORGANIZATION MARKETING CHANNELS FOR BUSINESS PRODUCTS AND SERVICES LO2 Direct Channel Indirect Channel Industrial Distributor Agents Agents Industrial Distributors FIGURE 15-4 Common marketing channels for business products and services by the kind and number of intermediaries CHANNEL STRUCTURE & ORGANIZATION ELECTRONIC & DIRECT MARKETING CHANNELS; MULTICHANNEL MARKETING LO2 Electronic Marketing Channels Direct Marketing Channels Multichannel .
