MGMT100 Chapter 10: week 10 A
Document Summary
Channel conflict occurs when channel members disagree about goals, roles and rewards. Horizontal conflict: occurs between the firms at the same level of the channel. Vertical conflict: occurs between the firms at different levels of the channel. A marketing channel (or distribution channel) is a network of interdependent organisations. Intermediaries involved in the process of making goods and services available for use or consumption by the consumer or business user. Retailing refers to all the activities involved in selling goods or services directly to final consumers for their personal, non-business use. Shopper marketing involves activities that focus on turning shoppers into buyers at the point of sale, and may utilise point-of-purchase promotions and advertising to encourage favourable point-of-purchase decisions. Specialty stores, combination stores, department stores, supermarkets, convenience stores, mass merchants, superstores, hypermarkets. Wholesaling includes all activities involved in selling goods and services to those buying for resale or business use.
