Saylor URL: http://www.saylor.org/books Saylor.org
- Explain the difference between a pull and a push strategy when it comes to marketing communications.
- Why is taking ownership of products an important marketing channel function?
- Which firms manage inventory in marketing channels?
[1] “Bottling Success,” Packaging-Gateway.com, September 1, 2006, http://www.packaging-
gateway.com/features/feature738 (accessed December 12, 2009).
[2] Goldie Blumenstyk, “Kaplan U.’s Catchy Ad Provokes a Question: Do Colleges Serve Today’s
Students?” Chronicle of Higher Education, June 29, 2009,http://chronicle.com/article/Kaplan-Us-Question-
Do/46956 (accessed December 12, 2009).
[3] Barbara Jorgensen, “Distributors’ Services Help Keep Customers Afloat,” EDN 54, no. 8 (April 23, 2009): 60.
[4] Gary L. Frazier, Elliot Maltz, Kersi D. Antia, and Aric Rindfleisch, “Distributor Sharing of Strategic Information
with Suppliers,” Journal of Marketing, July 1, 2009,http://www.atypon-
link.com/AMA/doi/abs/10.1509/jmkg.73.4.31?cookieSet=1&journalCode=jmkg (accessed December 12, 2009).
8.4 Marketing Channel Strategies
LEARNING OBJECTIVES
- Describe the factors that affect a firm’s channel decisions.