MGT252H5 Lecture Notes - Marketing Channel, Rolex, Sinopec
Document Summary
Chapter 12 marketing channels delivering customer value: supply chain. Too step-by-step, the actual relationship is more complicated. Value delivery network: the network made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve the performance of the entire system in delivering customer value. 2)consumer only want to purchase small quantity with broad assortment. Physical flow of products: ownership, payment, information and promotion flow. 1)intensive distribution: stocks products as many outlets as possible e. g convenient products. 2)exclusive distribution: giving a limited number of dealers the exclusive right in their territories enhance brand image, better support and control e. g rolex, car. 3)selective distribution-good relationship with selected channel members e. g television, furniture, and home appliance. 1)horizontal: among firms at the same level of the channel, mcdonald with other mcdonald franchise. 2)vertical: conflicts between different level of the same channel: ford and car dealer company.
