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ROLE OF MARKETING CHANNELS
Presentation based on the Chapter : Designing and Marketing Integrated Marketing Channels
They perform the work of moving goods from producers to the consumers and this overcomes the following gaps which separate goods and services from those who need or want them .
TIME GAP PLACE GAP POSSESION GAP
Other functions Channels perform are :
Gather Information about Potential and Current Customers, Competitors, and other actors and forces in the marketing environment
Negotiate and reach agreements on price and other terms so that transfer of ownership or possession can be affected
AN EXAMPLE
Apollo hospitals , one of the largest and most respected hospital chains in Asia with about 8,500 beds across 54 Hospitals within and outside India , provides high standards of patient care and reach across India through multiple modes, such as Apollo Reach Hospitals for small towns and Apollo clinics ( about 60 ) in different parts of large cities, which already have a large base hospital . Through Apollo clinics Street , the hospital works with leading health care organizations to tackle the Financial and IT challenges facing health care in 12 global centers. In addition , Apollo Global Projects Consultancy , the planning , implementation , and operations management arm of the Apollo Hospitals Group , provides advise to investors, governments, and other entities in the field of health care .
These slides were Created by Jalaj Garg, IIT Guwahati, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow.( see www.IIMInternship.com)