Chapter 12

Review and Applications
2.1 – What kind of marketing channel functions can be performed over the Internet? Why do you think so?
Parts of the transactional functions such as contacting potential customers, promoting products and soliciting orders. All of the logistical functions can be performed over the internet. The research part of the facilitating function could be performed over the internet.

3.1 – Describe the most likely marketing channel structure for each of these consumer products: candy bars, Tupperware products, nonfiction books, new automobiles, farmers’ market produce, and stereo equipment. Now, construct alternative channels for these same products.
Candy bars – uses the wholesaler channel, an alternative channel would be selling the candy bars through a catalog for a fundraiser or even a specialty candy store that makes their own candy.

Tupperware – uses the retailer channel such as Wal-Mart selling Tupperware. Tupperware is also sold directly to consumers through people having parties to sell Tupperware.

Nonfiction books – uses the retailer channel, an alternative channel would be the bookstores on the internet selling directly to the consumer.

New automobiles – uses the retailer channel, an alternative channel would be a company purchasing a large number of new cars and buying directly from the producer.

Famers’ market product – uses the direct channel, an alternative would be the farmers selling their produce to natural, organic co-op food stores.

Stereo equipment – uses the retailer channel, an alternative channel would be catalog and selling on the Internet.