Integrated marketing channels
3 important questions on Integrated marketing channels
What are the 3 channels that can come between producer and consumer?
retail
wholesale
broker/dealer
wholesale
broker/dealer
What are the 7 steps companies take to develop their marketing channel?
- analyse customer needs and wants
- establish objectives and constraints
- identify alternatives
- select channel members
- train and motivate channel members
- channel modification decisions
- global channel considerations
What is the difference between vertical and horizontal conflict?
vertical: same level of the channel (retailer to retailer)
horizontal: diff levels of same channel (wholesaler to retailer)
horizontal: diff levels of same channel (wholesaler to retailer)
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