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14 Cards in this Set
- Front
- Back
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Raw material suppliers, components, parts, information, finances, and expertise to create a product or service
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Upstream partners
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Marketing channels or distribution channels that look toward to customer
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Downstream partners
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Network made up of the company, suppliers, distributors and ultimately customers who partner with each other to improve the performance of the entire system.
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Value delivery network
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Set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user.
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Marketing Channel
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Nature and Importance of Marketing Channels
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Channel choices affect other decisions in the marketing mix, a strong distribution system can be a competitive advantage, channel decisions involve long term commitments to other firms.
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How channel members add value
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Intermediaries require fewer contacts to move the product to the final purchaser, help match product assortment demand with supply, help bridge major time, place and possession gaps that separate products from those who would use them.
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Number of channel levels
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The number of intermediary levels indicates the length of a marketing channel, producers lose more control and face greater channel complexity as additional channel levels are added.
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Occurs when channel members disagree on roles, activities or rewards
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Channel conflict
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Occurs among firms at the same channel level
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Horizontal conflict
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Occurs among firms at different channel levels
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Vertical conflict
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Consists of members acting as a unified system, use contracts, ownership or pwoer
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Vertical marketing systems
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Corporation owns production and distribution. Coordination and conflict through regular organizational channels
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Corporate VMS
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Individual firms who join through contracts.
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Contractual VMS
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Leadership through the size and power of dominant channel members. Leadership could be manufacturer or retailer.
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Administered VMS
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