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Understanding Marketing Channel Participants

This document outlines the learning objectives of Chapter 2 which discusses the major participants in marketing channels. It covers the objectives of identifying major channel participants, explaining why distribution tasks are shifted to intermediaries, describing the major types of wholesalers and trends in wholesale structure, the role of merchant wholesalers, retail structure and trends, distribution tasks of retailers, growing power of retailers in channels, and facilitating agencies. It also includes discussion questions.

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Eriberto
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362 views27 pages

Understanding Marketing Channel Participants

This document outlines the learning objectives of Chapter 2 which discusses the major participants in marketing channels. It covers the objectives of identifying major channel participants, explaining why distribution tasks are shifted to intermediaries, describing the major types of wholesalers and trends in wholesale structure, the role of merchant wholesalers, retail structure and trends, distribution tasks of retailers, growing power of retailers in channels, and facilitating agencies. It also includes discussion questions.

Uploaded by

Eriberto
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Part I: Marketing Channel Systems

CHAPTER 2 The Channel Participants


Learning Objectives
Part I: Marketing Channel Systems

CHAPTER 2 The Channel Participants


Learning Objectives

① Major participants in marketing channels


Part I: Marketing Channel Systems
Objective#2 Why shift distribution tasks to intermediaries?

② Why shift distribution tasks to intermediaries?

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#2 Why shift distribution tasks to intermediaries?

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#3

③ Major types of wholesalers

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#3

③Major types of wholesalers

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#3

③Major types of wholesalers

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#3

③Major types of wholesalers

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#4
④ Major Trends in Wholesale Structure

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#4
④ Major Trends in Wholesale Structure

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#5

⑤ Merchant Wholesalers
Specialize in Performance Distribution Tasks

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#5

⑤ Merchant Wholesalers
Specialize in Performance Distribution Tasks

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#5

⑤ Merchant Wholesalers
Specialize in Performance Distribution Tasks

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#5

⑤ Merchant Wholesalers
Specialize in Performance Distribution Tasks

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#5

⑤ Merchant Wholesalers
Specialize in Performance Distribution Tasks

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#5

⑤ Merchant Wholesalers
Specialize in Performance Distribution Tasks

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#6

⑥ Retail structure

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#6

⑥ Retail structure

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#7

⑦Retail structure trends

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#7

⑦Retail structure trends

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#8

⑧Distribution Tasks Performed by Retailers

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#8

⑧Distribution Tasks Performed by Retailers

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#9

⑨Retailers’ Growing Power in Marketing Channels

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Objective#10

⑩Facilitating Agencies in Marketing Channels

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Discussion Question #1 Wrigley

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Discussion Question #5

CHAPTER 2 The Channel Participants: Learning Objectives


Part I: Marketing Channel Systems
Discussion Question #6

CHAPTER 2 The Channel Participants: Learning Objectives

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