What would happen if retailer-organized channels (either formally integrated or administered) dominated consumer products marketing?
Answer to relevant QuestionsHow does the nature of the product relate to the degree of market exposure desired? Give two examples of service firms that work with other channel specialists to sell their products to final consumers. What marketing functions is the specialist providing in each case? Explain how a channel captain can help traditional independent firms compete with a corporate (integrated) channel system. When would a producer or intermediary find it desirable to use a public warehouse rather than a private warehouse? Illustrate, using a specific product or situation. Explain why a just-in-time delivery system would require a supplier to pay attention to quality control. Give an example to illustrate your points.
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