MKTG 396 Lecture Notes - Lecture 12: Marketing Channel, Information Management, Disintermediation
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A network composed of the company, suppliers, distributors, and ulti(cid:373)ately, (cid:272)usto(cid:373)e(cid:396)s (cid:449)ho (cid:862)pa(cid:396)t(cid:374)e(cid:396)(cid:863) (cid:449)ith ea(cid:272)h othe(cid:396) to i(cid:373)p(cid:396)o(cid:448)e the performance of the entire system in delivering customer value. A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user. A layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer. A marketing channel that has no intermediary levels. A marketing channel containing one or more intermediary levels. Disagreement among marketing channel members on goals, roles, and rewards who should do what and for what rewards. Occurs among firms at the same level of the channel. Conflict between different levels of the same channel (more common) A channel consisting of one or more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profits, even at the expense of profits for the system as a whole.
