Chapter 12: Marketing Channels

Question 1

Channel member help provide:

Answer 1

• Information (about consumers, producers and other actors and forces needed for planning and aiding exchange).
• Promotion (develop and spread persuasive communication about an offer).
• Contact (finding and engaging customers and prospective buyers).
• Matching (shaping offers to meet buyers’ needs)
• Negotiation (reaching an agreement on price and other terms so that ownership or possession can be transferred).

Question 2

Marketing channel management:

Answer 2

1. Selecting channel members: when choosing intermediaries, firms should assess experience, product range, location, performance, cooperation, and reputation.
2. Managing and motivating channel members: Succes relies on strong, long-term partnerships and close collaboration to deliver customer value.
3. Evaluating channel members: evaluate regularly on performance metrics like sales, inventory, delivery, and customer service.

Question 3

Major logistics function:

Answer 3

1. Warehousing
2. Inventory warehouse
3. Transportation
4. Logistics information management