Marketing channels

Course Code: MKT 415

Credit Hour: 3

Course Group: Specialization Course: Marketing

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Marketing channel concepts: Definition- Specialization & division of labor - contractual efficiency.

The Channel participants: Overview - producer & manufacturers - intermediaries - facilitating agencies.

The environment of marketing channels: The marketing channels & environment - the economic environment - competitive environment & socio-cultural environment.

Strategy in marketing channels: definition - marketing channel strategy & the role of distribution – channel strategy & marketing mix- channel strategy & designing marketing channels.

Designing marketing channels: Definition-engages in channel design, paradigm of channel design decisions.

Selecting the channel members: Channel member’s selection- channel design- selection process- finding prospective channel members- Applying selection criteria.

Target markets & Channel design strategies: Framework for market analysis - channel design strategy market size & channel design strategy- market density- market behavior & channel design strategy.

Motivating the channel members: Focus on channels- the needs & problem of channel members-providing leadership to motivate channel members.

Marketing channels for services: Special characteristic of services- implication of service characteristics for channel members- Additional perspectives on marketing channels for services.

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Books Recommended:

Bert Rosen bloom marketing channels: management view,

Bary Berman, Marketing channels