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Maximizing Efficiency in Marketing Channels and Wholesaling Strategies

This lecture explores the intricacies of managing marketing channels and wholesaling, emphasizing the significance of intermediaries in distribution. Topics covered include the functions of marketing channels, value creation by intermediaries, channel structure and organization, various channel types, like direct and indirect marketing, multiple channels, strategic alliances, and vertical marketing systems. The discussion also delves into factors influencing channel choice, design considerations, and managing channel relationships, including conflict resolution, cooperation, and legal constraints. Gain insights into optimizing marketing strategies through effective channel management.

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Maximizing Efficiency in Marketing Channels and Wholesaling Strategies

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  1. Lecture on Managing Marketing Channels and Wholesaling www.AssignmentPoint.com

  2. You can eliminate the middleman but you can not eliminate its functions • Defining Marketing Channels of Distribution

  3. Marketing intermediaries

  4. NATURE AND IMPORTANCE OF MARKETING CHANNELS • Value Created by Intermediaries

  5. How intermediaries minimize transactions

  6. Marketing channel functions performed by intermediaries

  7. CHANNEL STRUCTURE AND ORGANIZATION • Marketing Channels for Consumer Goods and Services • Direct channel • Indirect channels

  8. Common marketing channels for consumer marketing

  9. Common marketing channels for business marketing

  10. Representative electronic marketing channels

  11. CHANNEL STRUCTURE AND ORGANIZATION • Direct Marketing Channels • Multiple Channels and Strategic Alliances • Dual distribution • Strategic channel alliances

  12. Nestlé and General Mills Food industry’s first strategic alliance

  13. CHANNEL STRUCTURE AND ORGANIZATION • A Closer Look at Channel Intermediaries • Merchant Wholesalers • Agents and Brokers • Manufacturer’s agents • Selling agents • Brokers • Manufacturer’s Branches and Offices

  14. CHANNEL STRUCTURE AND ORGANIZATION • Vertical Marketing Systems and Channel Partnerships

  15. Types of vertical marketing systems

  16. CHANNEL STRUCTURE AND ORGANIZATION • Vertical Marketing Systems and Channel Partnerships • Corporate Systems • Contractual Systems • Franchising • Administered Systems • Channel Partnerships

  17. CHANNEL CHOICEAND MANAGEMENT • Factors Affecting Channel Choice and Management • Environmental Factors • Consumer Factors • Product Factors • Company Factors

  18. CHANNEL CHOICEAND MANAGEMENT • Channel Design Considerations • Target Market Coverage • Intensive distribution • Exclusive distribution • Selective distribution • Satisfying Buyer Requirements • Profitability • Global Dimensions of Marketing Channels

  19. CHANNEL CHOICEAND MANAGEMENT • Channel Relationships: Conflict, Cooperation, and Law • Conflict in Marketing Channels • Disintermediation • Cooperation in Marketing Channels • Channel captain • Legal Considerations

  20. Channel strategies and practices affected by legal restrictions

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