Professional Documents
Culture Documents
Graduate School
Marketing Management
MBA 704
DIRECT CHANNEL
a. Zero-level channel – does not have any intermediaries
INDIRECT CHANNEL
a. One-level channel – have one intermediary
b. Second-level channel – have two intermediaries
c. Third-level channel – have three or more intermediaries
B. TYPES OF INTERMEDIARIES
MIDDLEMAN
An independent business concern that operates as a link between
producers and ultimate consumers or organizational buyers
MERCHANT MIDDLEMAN
A middleman who buys the goods outright and takes title to them
WHOLESALER
A merchant establishment operated by concern that is primarily
engaged in buying, taking title to, usually storing and physically
handling goods in large quantities, and reselling the goods (usually in
smaller quantities) to retailers or to organizational buyers
RETAILER
A merchant middleman who engaged primarily in selling to ultimate
consumers
BROKER
A middleman who serves as a go-between for the buyer or seller. The
broker assumes no title risks, does not usually have physical custody
of products, and is not looked upon as a permanent representative of
either the buyer or the seller
MANUFACTURER’S AGENT
An agent who generally operates on an extended contractual basis,
often sells within an exclusive territory, handles non-competing but
related lines of goods, and possesses limited authority with regard to
prices and terms of scale
DISTRIBUTOR
A wholesale middleman especially in lines where selective or
exclusive distribution is common at the wholesaler level in which the
manufacturer expects strong promotional support; often a synonym
for wholesaler
JOBBER
A middleman who buys from the manufacturers and sells to retailers,
a wholesaler
FACILITATING AGENT
It is business form that assists in the performance of distribution tasks
other than buying, selling, and transferring title (i.e. transportation
companies, warehouse, etc.)
When more indirect channels are used, the manufacturer must surrender some
control over the marketing of the firm’s product. However, attempts are
commonly made to maintain a degree of control through some other indirect
means, such as sharing promotional expenditures, providing sales training, or
other operational aids, such as accounting systems, inventory systems, or
marketing research data on the dealer’s trading area.
4. Channel Flexibility
a. A final consideration related to the ability of the manufacturer to adapt to
changing conditions.
“Marketing with the conscious aim to develop and manage long-term and/or trusting
relationship with customers, distributors, suppliers, or other parties in the marketing
environment”.
1. Administered Systems
a. These are the most similar to conventional channels. However, in
these systems there is a higher degree of inter-organizational
planning and management than in a conventional channel.
2. Contractual Systems
a. These marketing systems involve independent production and
distribution companies entering into formal contracts to perform
designated marketing functions.
3. Corporate Systems
a. These marketing systems involve single ownership of two or more
levels of a channel.
i. When a manufacturer purchases wholesalers or retailers, it is
called forward integration.
ii. When wholesalers or retailers purchase channel members
above them, it is called backward integration.
Physical location and time have a role in positioning a business against its
competitors. The checklist approach helps to ensure that management
examines all relevant factors before making decisions on prospective locations.
One of the most extensive site selection checklists has been prepared by
Richard Nelson.
Accessibility
1. Public transportation (serving site)
2. Private transportation (serving site)
3. Parking facilities
4. Long-range trends (transportation facilities)
Growth Potential
1. Zoning pattern
2. Zoning changes
3. Zoning potential
4. Utilities trend
5. Vacant land market
6. Land-use pattern
7. Retail business land-use trend
8. Retail building trend
9. Retail improvement trend
10.Retail location trend
11.Income trend for average family unit
12.Plant and equipment expenditure trend
13.Payroll trend
Business Interception
1. Competitive businesses between site and trade area
Cumulative-attraction Potential
1. Neigbhoring business survey
Compatibility
1. Compatibility factors
Competitive-hazard survey
1. Competitors within 1 mile of site
2. Potential competitive sites
Site economics
1. Cost and return analysis
2. site efficiency
3. natural description
4. adjacent amenities
REFERENCES