Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
13th Edition
ISBN: 9780134472492
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Question
Chapter 10, Problem 1ALC
Summary Introduction
To discuss: Company Z and Company F channels and compare them. Illustrate a diagram showing the types of intermediaries in every channel and the channel system used by each company.
Introduction:
A marketing intermediary is a firm or person that connects the producers to other middlemen’s or the ultimate buyer. Intermediaries help a firm to sell, make the products available to the customers when required, and promote the products.
Expert Solution & Answer
Explanation of Solution
Compare the channels used by Company Z and Company F to reach customers:
Distribution channel:
- Company Z retails its product through various websites, such as z.com and uses social media to make their products more popular. The product reaches to the customers and provides brand image for the product with the help of this channel.
- Company F reaches its customers through advertising through television, pamphlets and so on and that includes social media to popularize their brands.
Diagram showing the intermediaries of Company F:
Diagram showing the intermediaries of Company Z:
Channels systems of Company F and Company Z:
Both the companies use the same channel system called the vertical marketing system.
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Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
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