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‘The marketing mix – place (distribution channels) (Functions of channel…
‘The marketing mix – place (distribution channels)
Functions of channel members
matching
negotiation
contact
financing
promotion
risk taking
information
Distribution chains
Vertical marketing system
unified system under leadership of one channel member
Contractual VMS
administered VMS
corporate VMS
Traditional distribution
Manufacturer-Wholesaler-Retailer-Consumer
Collaborative distribution
Barriers
loss of control
sharing sensitive data
entrenched culture
'the sharing of distribution resources between two or more shippers to send their goods within a common logistics network'
backhaul
co-loading
continuous move routing
physical internet
Multiple channels
offer multiple channels in which to buy
service different segments of consumers
Choosing right channel
type of product
speciality = exclusive
perishable = short
shopping products = selective
Convenience product = intensive distrtibution
competitors
size of company
environmental factors
Level of service
Maintain good relationships