COMM 223 Lecture Notes - Lecture 12: Exclusive Dealing, American Marketing Association, Distribution Center
23 Jan 2017
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Value delivery network the network made up of the company suppliers, distri(cid:271)utors, a(cid:374)d ulti(cid:373)ately (cid:272)usto(cid:373)ers (cid:449)ho (cid:862)part(cid:374)er(cid:863) (cid:449)ith ea(cid:272)h other to i(cid:373)pro(cid:448)e the performance of the entire system in delivering customer value. Marketing channel (distribution channel) a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user. Channel level a layer of intermediaries that perform some work in bringing the product and its ownership closer to the final buyer. Direct marketing channel a marketing channel with no intermediary levels. Indirect marketing channel a marketing channel containing one or more intermediary levels. Channel conflict disagreements among marketing channel members on goals and roles who should do what and for what rewards. Conventional distribution channel consists of one or more independent producers, wholesalers and retailers, each a separate business seeking to maximize its own profits, even at the expense of the system as a whole.
