Chapter 12 - Marketing Channels: Delivering Customer Value
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Across
when the seller requires that the sellers not handle competitor’s products
refers to disagreement over goals, roles, and rewards by channel members
the process of managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers
include the marketing channels or distribution channels that look toward the customer, including retailers and wholesalers
provide channel leadership and consist of producers, wholesalers, and retailers acting as a unified system
the firm’s suppliers, distributors, and ultimately customers who partner with each other to improve the performance of the entire system
occurs when product or service producers cut out intermediaries and go directly to final buyers, or when radically new types of channel intermediaries displace traditional ones
the outsourcing of logistics functions to third-party logistics providers
offer producers greater efficiency in making goods available to target markets. Through their contacts, experience, specialization, and scale of operations, intermediaries usually offer the firm more than it can achieve on its own.
Down
when the seller allows only certain outlets to carry its products
links several stages in the production distribution process
include raw material suppliers, components, parts, information, finances, and expertise to create a product or service
“make and sell” view includes the firm’s raw materials, productive inputs, and factory capacity
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