(13e edition) Chapter 10: Marketing Channels
Read the chapter and answer the following questions [to facilitate references later on for the purpose of test-taking, make sure you bold or underline key concepts, use bullet points, and note down the page numbers on the textbook for each concept]
1. Define the concept of marketing channel.
A marketing channel structure is concerned with three primary dimensions: length, intensity and types of intermediaries (resellers, wholesalers, distributors, agents, etc.).
2. Define direct and indirect channel, provide examples for each.
3. Define channel length. What is the length of a direct channel? What is the length of a channel that involves producer, retailer and consumer?
4. Define channel intensity, list the three types and provide a real-life example for each type.
5. Define reverse logistics [brief coverage in the textbook but a very important concept) and list the scenarios where a reverse channel is needed.
6. List the decisions involved in channel management.
7. Define logistics and list its components.
8. List the transportation alternatives and briefly explain each alternative is fit for what kinds of products.
9. Watch this video:
Links to an external site.
Which aspects of Fedex’ operation impress you the most?
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