B A 370 Chapter Notes - Chapter 16: Marketing Channel, Vertical Market, Viral Marketing
Document Summary
Wholesalers - firms that buy products from manufacturers and resell them to retailers. Viral marketing program - one that encourages people to pass along a marketing message to other potential consumers. Best supply chain likely does follow a direct route from manufacturer to consumer. Marketing channel management affects other aspects of marketing. Distribution center - facility for the receipt, storage, and redistribution of goods to company stores, may be operated by retailers, manufacturers, or distribution specialists. Fulfillment centers - used to ship directly to customers. Direct marketing channel - marketing channel in which there are no intermediaries, manufacturer sells directly to the buyer. Indirect marketing channels - one or more intermediaries work with manufacturers to provide goods and services to customers. Vertical channel conflict - members of the same marketing channel are in disagreement or discord. Horizontal channel conflict - occur when there is disagreement or discord among members at the same level in a marketing channel.
