TAILIEUCHUNG - Lecture M: Marketing (4/e) - Chapter 15: Supply chain and channel management

Chapter 15: Supply chain and channel management. After reading this chapter, you should be able to: Understand the importance of marketing channels and supply chain management, understand the difference between direct and indirect marketing channels, describe how marketing channels are managed, describe the flow of information and merchandise in the marketing channel. | supply chain and channel management fifteen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 15-1 Understand the importance of marketing channels and supply chain management. LO 15-2 Understand the difference between direct and indirect marketing channels. LO 15-3 Describe how marketing channels are managed. LO 15-4 Describe the flow of information and merchandise in the marketing channel. Supply Chain Management 3 Marketing Channels Add Value ©Brand X Pictures/PunchStock FedEx commercial with John Moschitta 4 Designing Marketing Channels Manufacturer Customer Direct Channel Manufacturer Customer Retailer Direct Channel One Intermediary Manufacturer Customer Retailer Wholesaler Direct Channel Two Intermediaries There are no intermediaries between the buyer and seller in a direct marketing channel. In indirect marketing channels, one or more intermediaries .

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