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Basic Marketing, 10th Canadian Edition
Basic Marketing: A Global Managerial Approach, 10/e
Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University
Place and Development of Channel Systems

Chapter Objectives

When you finish this chapter, you should:

Understand how and why marketing specialists develop to make channel systems more effective.

Understand the universal functions of marketing.

Understand why some firms use direct channel systems while others rely on intermediaries and indirect systems.

Understand how to develop co-operative relationships — and avoid conflict — in channel systems.

Know how channel members in vertical marketing systems shift and share functions to meet customer needs.

Understand the differences between intensive, selective, and exclusive distribution.

Understand the important new terms (shown in the margins).




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