Management and Organizational Studies 2320A/B Lecture Notes - Lecture 9: Multichannel Marketing, Disintermediation, Logistics

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Jennifer Sutton

Document Summary

The institutions involved in getting the product to market: distribution components, upstream downstream. Upstream partners ck downstream partners (the hudson bay) . Designing the channel: direct, indirect, multi-channel. Managing the channel: selecting channel members, managing channel members, motivating channel members, evaluating channel members, horizontal conflict, vertical conflict (top bottom) A few dominant channel members without common ownership. Independent firms at different levels join together through contracts to obtain more economies of scale and coordination and to reduce conflict. More experience in distributing merch directly to consumers, providing complementary assortments, and collecting and using info about consumers: retailers" advantage: Can provide a broader array of products + services to solve customer problems. Choosing retail partners: larger firms, less likely to use supply chain intermediaries, can gain more control, be more efficient, and save money. Full line discount store: a broad variety, limited service, low prices. Specialty store: limited number of complementary merchandise in a relatively small store.