| Title |
Changes in marketing channels formation / |
| Translation of Title |
Pokyčiai formuojant marketingo kanalus. |
| Authors |
Banyte, Jurate ; Gudonaviciene, Rasa ; Grubys, Darius |
| Full Text |
|
| Is Part of |
Inžinerinė ekonomika = Engineering economics.. Kaunas : Technologija. 2011, vol. 22, iss. 3, p. 319-329.. ISSN 1392-2785. eISSN 2029-5839 |
| Keywords [eng] |
marketing channels ; distribution system ; consumer needs ; restrictive factors ; internet channels ; models of marketing channels formation |
| Abstract [eng] |
A marketing channel can be defined as a group of organisational units (internal and external from the point of view of a producer) which carries out functions related to the location of production distribution. Any organisational unit, notwithstanding it is an institution or agency performing one or several of these functions, is considered as a part of a marketing channel. The structure of the channel determines what functions and which organisational unit performs. A proper selection of product traffic channels requires the information where buyers are, and the number of buyers; besides it is necessary to learn the market conditions. While making decisions on marketing channels one must identify the existing situation and reason why the company should choose a certain strategy for the distribution of the production to buyers (the number and types of marketing channels, the point of production sale). The selection of the marketing channel scheme and structure takes longer than any other decision related to marketing mix elements (Svensson, 2002). Therefore, it is very important to make the right choice of the type of the channel, intermediaries and evaluate all elements of the environment which affect formation of a marketing channel. [...]. |
| Published |
Kaunas : Technologija |
| Type |
Journal article |
| Language |
English |
| Publication date |
2011 |
| CC license |
|
