Management and Organizational Studies 2320A/B : Marketing Chapter 12 a.docx

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: All

Document Summary

Chapter 12 marketing channels delivering customer value: enterprise rent-a-car = #1 na rental car company this happened b/c of it"s customer driven distributions strategy, while competitors hertz & avis focused on serving travellers at airports, Number of channel levels: channel level: layers of intermediaries that perform some work in bringing the product & its ownership closer to the final buyer, producer & final consumer are a part of every channel, diagram pg. 393 consumer & business channels: number of intermediary levels = the length of a channel, direct marketing channel: a marketing channel that has no intermediary levels, company sells directly to the consumer. Ex. some ford dealers in toronto may complain about other dealers in the city that are stealing sales from them: vertical conflict conflict b/n diff levels of the same channel. Goodyear created conflict with its premier independent- dealer channel when it began selling through mass- merchant retailers: some channel conflict = healthy competition creates innovation.