Chapter 14

Question 1

what is a marketing channel?

Answer 1

individuals and firms involved in the process of making a product or service available for the use or consumption by consumers/ industrial users

Question 2

what are the different types of marketing channels?

Answer 2

direct channel - producer and ultimate consumer interact directly
indirect channel - intermediaries are inserted

Question 3

what are the 3 functions of a marketing channel?

Answer 3

1. transaction functions (buying, selling, risk taking)
2. logistical (assorting, storing, sorting, transporting)
3. facilitating (financing, grading, marketing research)

Question 4

what are the 4 key buyer requirements considered in channel design?

Answer 4

1.target market coverage
2. satisfying buyer requirements
3. profitability
??