Page 204 - DMGT408DMGT203_Marketing Management

Pretty Bhalla, Lovely Professional University Unit 9: Managing Marketing Channels

Unit 9: Managing Marketing Channels Notes

CONTENTS
Objectives

Introduction
9.1 Marketing Channel
9.1.1 Channel Functions

9.1.2 Role of Marketing Channels
9.1.3 Channel Design Decisions
9.1.4 Channel Management Decisions

9.2 Types of Channels
9.2.1 Consumer Product Channels
9.2.2 Industrial Product Channels

9.3 Channel – Terms and Conditions
9.4 Evaluation of Channel Alternatives
9.5 Logistics and Supply Chain Management
9.6 Retailing

9.6.1 Functions of Retailers
9.6.2 Strategic Issues in Retailing
9.7 Wholesaling

9.8 Summary
9.9 Keywords
9.10 Review Questions

9.11 Further Readings

Objectives

After studying this unit, you will be able to:
Realise how a marketing channel is designed
Describe the types of marketing channels

State the functions of marketing channels
Identify the factors affecting marketing channels
Explain the concept of logistics and supply chain management

Discuss the concept of retailing and wholesaling

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