goods);
establishing and maintaining relationships between agents and consumers, between producers, intermediaries and consumers;
adapt products to the requirements of buyers (sorting, assembly and packaging);
organization of goods delivery logistics (transportation and warehousing);
financing of commodity movement to consumers;
to assume risk that may arise during the movement of goods to consumers.of these features are so well connected with advertising and marketing activities of all producer and facilitator. This includes prices, discounts, services, etc. particular functional.depends on the number of levels of distribution channels. Channel zero, which is called direct marketing channel consists of a manufacturer who sells his wares directly to consumers. This, for example, through trade peddlers, mail order trade, trade by manufacturer branded stores. Tier channel has one mediator.consumer markets - a retailer and markets products for industrial purposes - a sales agent or broker. Duplex channel already has two facilitators. In consumer markets, such are the wholesale and retail traders in the markets of capital goods - industrial (agricultural) Distributor and dealers. Three-level channel has three intermediaries: small wholesalers purchase goods in large wholesalers and sell them to small retailers.system requires a completely different marketing communications (advertising, too) for each level. Are working on these communications (advertising) on ​​the basis of consumer research and proposals of competitors. br/>
. The forms of distribution channels ad
value for the purposes of defining features as advertising to sell are organizational forms distribution channels.are classified by the following features:
product portfolio offered (specialty shops, department stores, Supermarkets, convenience goods stores, shopping centers, retailers services, etc.);
the nature of prices (low price store, warehouse store, which sells at wholesale prices, shop, showroom, etc.);
the nature of service trade (trade of goods ordered by mail or telephone, vending machines, service orders, with a discount roznosna trade, trade for catalogs);
concentration of commercial enterprises (central business district, a regional shopping center, regional shopping center, neighborhood shopping center, etc.). features determine the policy of marketing communication in retail. To reach consumers, retailers enjoy the usual communication tools like advertising, personal selling, sales promotion activities for products and public relations. They provide advertising appeals in newspapers, magazines, radio and television (in whom it is possible, he resorts to the interactive marketing). This use l...
