Marketing Channels: Delivering Customer Value - Channel Behavior and Organization
19 important questions on Marketing Channels: Delivering Customer Value - Channel Behavior and Organization
When do channel conflicts arise?
For more channel effectiveness, channel analysis and decision making should be more purposeful. What are the four steps in the marketing channel design?
2. Setting channel objectives
3. Identifying alternatives
4. Number of marketing intermediairs
Name the 2 types of conflicts that can arise?
2. Horizontal
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In identifying alternatives, you must also consider value-added resellers. What's this?
While choosing the number of marketing intermediairs, we distinguish intensive, selective and exclusive distribution. What's the difference?
With selective distribution you only stock your product in a few stores, but more stores than the exclusive outlet.
With exclusive distribution you stock your product only in a limited number of outlets.
What is vertical marketing system? (VMS)
What is a corporate VMS?
What is a contractual VMS?
What is the most common example of a contractual VMS?
Name an example of a manufacturer-sponsored-retailer franchise system?
Name an example of a manufactured-sponsored wholesaler franchise system?
Name an example of a service-firm sponsored retailer franchise system?
What is a administrated VMS?
Name an example of a administrated VMS?
What is a horizontal marketing system?
Name an example of a horizontal marketing system?
What is a multichannel distribution?
What can a firm increase by multichanneling and why? (2)
2. As a result sales
As it tailors the needs of different customer segments.
What is a new trend concerning marketing channels?
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