MAR 301 Lecture Notes - Lecture 16: Disintermediation, Shopper Marketing
Document Summary
Horizontal marketing system: are when two or more companies at one level join together to follow a new marketing opportunity. Companies combine financial, production, or marketing resources to accomplish more than any one company could alone. Multichannel distribution systems: (hybrid marketing channels) are when a single firm sets up two or more marketing channels to reach one or more customer segments. Disintermediation: occurs when product or service producers cut out intermediaries and go directly tofinal buyers, or when radically new types of channel intermediaries displace traditional ones. Level of control desired over pricing, image, and customer support. Retailing: includes all the activities in selling products or services directly to final consumers for their personal, non-business use. Retailers: are businesses whose sales come primarily from retailing. Shopper marketing: focusing on the entire marketing process toward turning shoppers into buyers as they approach the point of sale. Omni-channel retailing: creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.
