INTBUS 6 Lecture Notes - Lecture 19: Clayton Antitrust Act, Disintermediation, Direct Marketing
5 Oct 2020
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Value delivery network: network composed of company, suppliers, distributors, customers, who partner with each other to improve performance of entire system in delivering customer value: nature & importance of marketing channels. Key functions done to complete transactions: physical distribution: transporting and storing goods, financing: acquiring and using funds to cover costs of channel work, risk taking: assuming risks of carrying out channel work. Channel level: layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer; number of levels indicated channel length. Direct marketing channel: marketing channel that has no intermediary levels. Mm chapter 10: in marketing channel firms have partnered for common good & depend on the other should work together smoothly & each should specialise in what he/she is good. Channel conflict: disagreements among marketing channel members on goals, roles and rewards.
