MARKTING CHANNELS

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MARKTING CHANNELS by Mind Map: MARKTING CHANNELS

1. THE ROLE OF MARKETING CHANNEL

1.1. Facilitate the exchange process

1.2. Sorting

1.3. Standardizing exchange transactions

1.4. Facilitate searches by both buyers and sellers

2. TYPES OF MARKETING CHANNELS

2.1. Marketing intermediary

2.1.1. Retail

2.1.2. Wholesaler

3. DIRECT SELLING

3.1. Direct channel

3.1.1. Marketing channel that moves goods directly from a producer to the business purchaser or ultimate user.

4. CHANNEL USING MARKETING INTERMEDIARIES

4.1. Producer to Wholesaler to Retailer to Consumer

4.2. Producer to Wholesaler to Business User

4.3. Producer to Agent to Wholesaler to Business user

4.4. Producer to Agent to Business user

5. DUAL DISTRIBUTION

5.1. Network that moves products to a firm's target market through more than one marketing channela

6. REVERSE CHANNELS

6.1. Channels designed to return goods to their producer

6.2. e.g. Printers and Laptops

6.3. Handle product recalls and repairs

7. SELECTION OF MARKETING CHANNEL

7.1. Market Factors

7.1.1. Characteristics of Short Channels

7.1.1.1. Business users

7.1.1.2. Geographically concentrated

7.1.1.3. Extensive technical knowledge and regular servicing required

7.1.1.4. Large orders

7.1.2. Characteristics of Long Channels

7.1.2.1. Consumers

7.1.2.2. Geographically dispersed

7.1.2.3. Little technical knowledge and regular servicing not required

7.1.2.4. Small orders

7.2. Product Factors

7.2.1. Characteristics of Short Channels

7.2.1.1. Perishable

7.2.1.2. Complex

7.2.1.3. Expensive

7.2.2. Characteristics of Long Channels

7.2.2.1. Durable

7.2.2.2. Standardized

7.2.2.3. Inexpensive

7.3. Organizational Factors

7.3.1. Characteristics of Short Channels

7.3.1.1. Manufacturer has adequate resources to perform channel functions

7.3.1.2. Broad product line

7.3.1.3. Channel control important

7.3.2. Characteristics of Long Channels

7.3.2.1. Manufacturer lacks adequate resources to perform channel functions

7.3.2.2. Limited product line

7.3.2.3. Channel control not important

8. DETERMINING DISTRIBUTION INTENSITY

8.1. Intensive Distribution

8.1.1. Distribution of a product through all available channels

8.2. Selective Distribution

8.2.1. Distribution of a product through a limited number of channels

8.3. Exclusive Distribution

8.3.1. Distribution of a product through a single wholesaler or retailer in a specific geographic region

9. CHANNEL MANAGEMENT AND LEADERSHIP

9.1. Channel captain

9.1.1. Dominant and controlling member of a marketing channel

9.2. Channel Conflict

9.2.1. Horizontal Conflict

9.2.1.1. Disagreements among channel members at the same level

9.2.2. Vertical Conflict

9.2.2.1. Channels members at different levels