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    Chapter 12

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    Marketing channels, also known as distribution channels, are composed of interdependent organizations that help make products and services available to consumers. They include upstream partners that supply materials and expertise, and downstream partners like retailers and wholesalers that connect to customers. Effective channels transform products to meet consumer needs and bridge gaps in time, place, and ownership between producers and users. Channels can be direct or indirect, containing various intermediary levels that bring products closer to final buyers.

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    Chapter 12

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    zeyad boyka
    2 views8 pages
    Marketing channels, also known as distribution channels, are composed of interdependent organizations that help make products and services available to consumers. They include upstream partners that supply materials and expertise, and downstream partners like retailers and wholesalers that connect to customers. Effective channels transform products to meet consumer needs and bridge gaps in time, place, and ownership between producers and users. Channels can be direct or indirect, containing various intermediary levels that bring products closer to final buyers.

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    Marketing channels, also known as distribution channels, are composed of interdependent organizations that help make products and services available to consumers. They include upstream partners that supply materials and expertise, and downstream partners like retailers and wholesalers that connect to customers. Effective channels transform products to meet consumer needs and bridge gaps in time, place, and ownership between producers and users. Channels can be direct or indirect, containing various intermediary levels that bring products closer to final buyers.

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    © All Rights Reserved
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    2 views8 pages

    Chapter 12

    Uploaded by

    zeyad boyka
    Marketing channels, also known as distribution channels, are composed of interdependent organizations that help make products and services available to consumers. They include upstream partners that supply materials and expertise, and downstream partners like retailers and wholesalers that connect to customers. Effective channels transform products to meet consumer needs and bridge gaps in time, place, and ownership between producers and users. Channels can be direct or indirect, containing various intermediary levels that bring products closer to final buyers.

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    of 8

    Principles of Marketing

    Seventeenth Edition

    Chapter 12

    Marketing Channels:
    Delivering Customer Value

    Copyright © 2018 Pearson Education Ltd. All Rights Reserved.


    Supply Chains and Value Delivery Networks
    Upstream partners are firms that supply raw materials,
    components, parts, information, finances, and expertise needed
    to create a product or service.
    Downstream partners include the marketing channels or
    distribution channels that look toward the customer, including
    retailers and wholesalers.

    Copyright © 2018 Pearson Education Ltd. All Rights Reserved.


    Supply Chains and Value Delivery Networks
    Supply chain “make and sell” view includes the firm’s raw materials, productive
    inputs, and factory capacity.
    Demand chain “sense and respond” view suggests that planning starts with the
    needs of the target customer.

    Copyright © 2018 Pearson Education Ltd. All Rights Reserved.


    Supply Chains and Value Delivery Networks
    Value delivery network is composed of
    the company, suppliers, distributors, and,
    ultimately, customers who partner with
    each other to improve the performance of
    the entire system.

    Copyright © 2018 Pearson Education Ltd. All Rights Reserved.


    The Nature and Importance of Marketing Channels

    Marketing channel (distribution channel) is a set of interdependent


    organizations that help make a product or service available for use or
    consumption by the consumer or business user.

    Copyright © 2018 Pearson Education Ltd. All Rights Reserved.


    The Nature and Importance of Marketing Channels
    How Channel Members Add Value

    • Transform the assortment of products into assortments wanted by consumers.

    • Bridge the major time, place, and possession gaps that separate goods and
    services from users.

    Copyright © 2018 Pearson Education Ltd. All Rights Reserved.


    The Nature and Importance of Marketing Channels
    Number of Channel Levels

    Channel level is a layer of intermediaries that performs some work


    in bringing the product and its ownership closer to the final buyer.

    Direct marketing channel is a marketing channel that has no


    intermediary levels.

    Indirect marketing channel is a marketing channel containing one


    or more intermediary levels.

    Copyright © 2018 Pearson Education Ltd. All Rights Reserved.


    The Nature and Importance of Marketing Channels

    Copyright © 2018 Pearson Education Ltd. All Rights Reserved.

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