MKT 101 Chapter Notes - Chapter 10: Openair, Petsmart, The Home Depot
Document Summary
Vertical marketing system: channel structure in which producers, wholesalers and retailers act as a unified system. One channel member owns the others, has contacts with them or has so much power that they all cooperate. Corporate vms: combines successive stages of production and distribution under single ownership (channel leadership is established through common ownership) Contractual vms: independent firms at different levels of production and distribution join together through contracts. Administered: coordinates successive stages of production and distribution through the size and power of one of the parties. Horizontal marketing system: a channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity. By working together, companies combine financial, production or marketing resources to accomplish more than any one company could allow. Intensive distribution: stocking the product in as many outlets as possible. Products must be available where and when consumers want them.