Professional Documents
Culture Documents
Business Marketing Channel: Participants
Business Marketing Channel: Participants
Channel Participants
Business Marketing Channel Members
• Channel members:
– A set of independent companies
– that form cooperative buyer-seller
relationships
– involving transactions (such as raw
material, components, process
materials, and finished goods for
resale),
– all leading to getting a particular
product line to the final user.
Do Middlemen Cause Increases in
Consumer prices?
• Yes
– If not adding value to product offering
• No
– If adding value thru creation of utilities
• Form
• Time
• Place
• Possession
Functions of the Channel Intermediary
• Buying:
Buying
– An intermediary buys products for resale to
other intermediaries or to final business
users.
• Selling:
Selling
– An intermediary with a capable sales force
supported by established warehouse
distribution centers, which is already serving
other product needs of a wide user customer
base, would be a valuable channel addition.
(continued)
Functions of the Channel Intermediary
• Storing:
Storing
– An inventory commitment is composed of
products to satisfy customer purchase
requirements in a timely manner.
• Transporting:
Transporting
– A vast array of transportation alternatives
are available for intermediaries to use to
manage the physical flow of the product to
the business user.
(continued)
Functions of the Channel Intermediary
• Sorting:
Sorting
– Most intermediaries buy in large quantities
and then sort (breaking of bulk) shipments
into smaller lots (often in combinations) for
resale to business users.
• Financing:
Financing
– Intermediaries may invest in inventory, sell
and deliver merchandise to business user,
and provide credit terms, then finance the
exchange process.
(continued)
Functions of the Channel Intermediary
• Risk taking:
taking
– Because of obsolescence and deterioration,
risk is inherent in the ownership of inventory;
additional risk comes from uncollectable
customer accounts.
• Providing market information:
information
– Importance of continuous and accurate flow
of market information concerning final user
needs, pricing conditions, competitive
conditions, and user satisfaction is critical to
the success of the channel.
Channel Alternatives Issues
Direct distribution
Indirect distribution
(continued)
Direct Sales Approach is Viable When:
1.Customers are large & well defined.
2.The customers insist on direct sales.
3.Sales involve extensive negotiations.
4.Control of selling job is necessary
• to ensure proper implementation of
the total product package and
• to guarantee a quick response to
market conditions.
Indirect Distribution
is Generally Found Where
Markets are fragmented and
widely dispersed.
Low transaction amounts
prevail.
Buyers typically purchase a
number of items.
Distributors
• Full-service intermediaries
– Take title to the products they sell
– Perform full range of marketing functions
– Compensated by their profit margins
• Classification of Distributors
– General-line Distributors
• Cater to broad array of industrial needs
• Stock extensive variety of products
– Specialists
• Focus on one line or a few related lines
– Combination House
• Operates in 2 markets: industrial and consumer
Manufacturers’ Representatives
• Do not take title to the products
• Do not hold inventory of the products
• Usually limited to defined geographic
areas
• Typically represent several companies
in the same geographic area
– Sell noncompeting, but complementary
products
• Compensated on a commission basis
Sales Branches