Lecture Basic Marketing: A global managerial approach - Chapter 11: Place and development of channel systems

Chapter 11: Place and Development of Channel Systems For use only with Shapiro, Wong, Perreault, and McCarthy text Copyright © 2002 McGraw-Hill Ryerson Limited Exchange and Marketing Pots Hats Baskets Hoes Knives In very basic economic systems, each seller must meet directly with each buyer in order to exchange something of value. As needs increase, the number of exchanges can soon become unmanageable for one person. Ten exchanges are required when a central market is not used Exhibit 11­2 (A) 11­2 For use only with Shapiro, Wong, Perreault, and McCarthy text Copyright © 2002 McGraw-Hill Ryerson Limited Marketing Facilitates Production Production Sector Specialization and division of labour = heterogeneous supply capabilities Spatial Separation Discrepancies of Quantity Marketing needed to overcome discrepancies and separations Separation in Time Separation of Information Separation in Values Discrepancies of Assortment Separation of Ownership Consumption Sector Heterogeneous demand for form, task, time, place, and possession utility Exhibit 11­3 11­3 For use only with Shapiro, Wong, Perreault, and McCarthy text Copyright © 2002 McGraw-Hill Ryerson Limited Model of Market-Directed Many Individual Producers intermediaries Facilitators Perform universal marketing functions Monitoring by government(s) and public interest groups To overcome discrepancies and separations To create utility and direct flow of need-satisfying goods and services Exhibit 11­4 11­4 Many Individual Consumers For use only with Shapiro, Wong, Perreault, and McCarthy text Copyright © 2002 McGraw-Hill Ryerson Limited Regrouping Activities Accumulating Bulk-Breaking Sorting Assorting 11­5 For use only with Shapiro, Wong, Perreault, and McCarthy text Copyright © 2002 McGraw-Hill Ryerson Limited ... - tailieumienphi.vn