m a r k e t i n g c h a n n e l s a n d s u p p l y c h a i n s（m c r k e t i n g h n n e l s n d s u p p l c h我n s）.doc

MARKETING CHANNELS AND SUPPLY CHAINS I Nature and Importance of Marketing Channels Reaching prospective buyers, either directly or indirectly, is a prerequisite for successful marketing. A. What Is a Marketing Channel of Distribution? Marketing channel consists of individuals and firms involved In the process of making a product or service available for use Or consumption by consumers or industrial buyers. Marketing channels make possible the flow of goods from a Producer, through intermediaries, to a buyer a. Some intermediaries purchase items from the seller, store them, and resell them to buyers b. Others represent sellers but do not take title to the products. B. Value created by Intermediaries The importance of intermediaries is made clear when we consider the functions they perform and the value they create for buyers. 1. Functions Performed by Intermediaries * A transactional function - involves buying, selling, and risk taking because they stock merchandise in anticipation of sales. A logistical function - gathering, storing, dispersing of products to buyers II Channel Structure and Organization A product can take many routes on its journey from a producer to buyers and there are important differences between these marketing channels for consumer goods and those for industrial goods. A. Marketing Channels for Consumer Goods and Services * A direct channel is a marketing channel where a producer and ultimate consumers deal directly with each other. Since there are no intermediaries, the producer must perform all channel functions. (producer - Consumer) Indirect channels - are marketing channels where intermediaries Are inserted between the producer and consumers and perform Numerous channel functions. (Producer - retailer- consumer) a. The producer - retailer - consumer channel is the most common if th