MKT 305 Chapter Notes - Chapter 10.3: Vertical Integration, Joint Venture
Document Summary
Acquiring firms at different levels of channel activity. The channel members informally agree to cooperate with one another. The channel members agree by contract to cooperate with one another. Makes a product available widely enough to satisfy target customers" needs but not exceed them. There is such a thing as too much exposure. Selling a product through all responsible and suitable wholesalers or retailers who will stock or sell the product. Selling through only those intermediaries who will give the product special attention. Selling through only one intermediary in a particular geographic area. Occurs when a producer uses several competing channels to reach the same target market. Might be using several intermediaries in addition to selling directly. Five basic ways to enter international markets: exporting, licensing, management contracting, joint venture, direct investment. Selling some of what the firm produces to foreign markets. Selling the right to use some process, trademark, patent, or other right for a fee or royalty.
