Principles of Marketing by Pearson

12

Marketing ChannelsDelivering Customer Value

OBJECTIVES OUTLINE

• OBJECTIVE 12-1 Explain why companies use marketing channels and discuss the functions these channels perform.
• OBJECTIVE 12-2 Discuss how channel members interact and how they organize to perform the work of the channel.
• OBJECTIVE 12-3 Identify the major channel alternatives open to a company.
• OBJECTIVE 12-4 Explain how companies select, motivate, and evaluate channel members.
• OBJECTIVE 12-5 Discuss the nature and importance of marketing logistics and integrated supply chain management.

CHAPTER PREVIEW

We now look at the third marketing mix tool: distribution. Companies rarely work alone in engaging customers, creating customer value, and building profitable customer relationships. ...