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Transcript
Marketing Channels Fall 2006 You gotta love trees… Value Delivery Network Company, suppliers, distributors and customers who partner to improve system performance A demand chain orientation: start with the needs of customers Marketing Channel Interdependent organizations involved in the process of making a product available for use Think Efficiency and Effectiveness Add a Distributor And What Needs to be Done? Information – Research – Promotion Matching and Assorting Physical Distribution and Storage Financing Risk Taking It is Not Always Easy: Channel Conflict Vertical Conflict Horizontal Conflict Vertical Marketing Systems Corporate Channel – Vertical Integration: wholly owned and tapered Contractual: Coordinated Administered Channel Considerations Types of Intermediaries – Company Sales Force, Manufacturer’s Agents, and Industrial Distributors Number of Intermediaries – Intensive distribution: Snickers – Exclusive distribution: Rolls – Selective distribution: Acura Video