MGMC14H3 Lecture Notes - Clear Aligners, Profit Margin, Cadbury
Document Summary
In lecture 2, i have learned some direct and indirect channels: Manufacturer retailers consumer (food, coca cola) Manufacturer wholesaler retailers consumer (cadbury"s, frito lay) The more complex the product the shorter the channel, because they want more control on manufacturer. By reducing the number of contacts sometimes make the channel more efficient, because the contact is expensive. Longer shelve live can have longer channel (eg, chewing gum) Moreover i learned some ideas on how to design competitive and incentive scheme, for example, provide higher profit margin to the retailer to sell more coke. Also get some basic ideas on marketing flows in channels about which of them is provide which value.