MKT 340 Lecture Notes - Lecture 6: Direct Marketing, Franchising, High High
7 Feb 2020
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Chapter 16 & 17 - supply chain and channel management & retailing. Chapter 16 - supply chain and channel management. Upstream: firms supplying the raw materials that are required to create a product. Marketing channels: a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business users. Channel level: is each layer of marketing intermediaries that performs some distribution work. The number of intermediary levels the length of a marketing channel. Based on the number of levels, there are. Marketing channel management affects other aspects of marketing. Manufacturer wholesaler retailer customer. Retailer 2 and retailer 3 have conflict at the same level. Managing the marketing channel and supply chain through vertical marketing systems. Independent marketing channel: independent members seek to maximize their own profits even at the expense of the other members. Vertical marketing channel: the members act as a unified system.
