MARK301 Chapter Notes - Chapter 11: Vertical Integration, Disintermediation, Root Mean Square
14 Sep 2016
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Chapter 11: marketing channels and the supply chain. The businesses and services that supply a company with the raw materials it needs to manufacture and more a product into a customer"s hands. A set of interdependent organizations involved in making a product or service available for use or consumption by the consumer or business user. Greater e ciency in making products available to target markets. O ers the rm more than it can achieve on its own through the intermediaries. Using channels reduces the number of transactions required = more e cient. Serving brand owners of consumer healthcare products who wish to penetrate market. Help companies produce goods and move products e ciently from factory to consumer. Producers, wholesalers and retailers act as a uni ed system. Have so much power that others must cooperate. Have contracts/franchises to help control further down the chain. Can have such a powerful channel member that they dominate.
