CHAPTER 10 Fashion Marketing Channels and Supply Chain Management

Marketing (or distribution) channel:

set of
independent business organizations

Intermediaries

middlemen or resellers that work
with manufacturers, other intermediaries, and/or
ultimate consumers

Intermediaroes simplify process

Types of marketing channels

Channel conflicts

disagreements over tasks and compensation

Direct marketing channels

producer reaches out directly to the consumer

Indirect marketing channels

one or more intermediaries between producer, consumer

Conventional marketing channels

independent manufacturers, intermediaries

Vertical marketing system (VMS)

manufacturers and intermediaries coordinated

Corporate channel

entire channel under one ownership

Contractual

written agreements between manufacturers and intermediaries

Franchise channel

agreement between large marketing firm and a local business for exclusive product and name use

Administered channel

one member wields more power

Multi-channel
marketing

variety of channels to reach as many potential
customers as possible

marketing channel selctection

Channel decisions

Marketing logistics

ensuring that products
are available to consumers when, where, and
in the quantity they want them

Maketing logistics and supply chain