Principles of Marketing, 17/e

12 Reviewing and Extending the Concepts

Objectives Review and Key Terms

Objectives Review

Some companies pay too little attention to their distribution channels; others, however, have used imaginative distribution systems to gain a competitive advantage. A company’s channel decisions directly affect every other marketing decision. Management must make channel decisions carefully, incorporating today’s needs with tomorrow’s likely selling environment.

Objective 12-1 Explain why companies use marketing channels and discuss the functions these channels perform. (pp 334–337)

In creating customer engagement and value, a company can’t go it alone. It must work within an entire network of partners—a value delivery network—to accomplish this task. Individual ...