MKTG 310 Chapter Notes - Chapter 10: Supply Chain, Electronic Data Interchange, Reverse Logistics
7 Oct 2016
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305): a network composed of the company, suppliers, distributors, and, ultimately, customers who partner with each other to improve the performance of the entire system in delivering customer value. Marketing channel (or 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. 307): a layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer. The number of intermediary levels indicates the length of a channel. Direct marketing channel: a marketing channel that has no intermediary levels. 308): a marketing channel containing one or more intermediary levels. All the institutions in the channel are connected by several types of flows. Channel conflict: disagreements among marketing channel members on goals, roles, and rewards- who should do what and for what rewards. Horizontal conflict: occurs among firms at the same level of the channel.
