Integrated marketing channels

3 important questions on Integrated marketing channels

What are the 3 channels that can come between producer and consumer?

retail
wholesale
broker/dealer

What are the 7 steps companies take to develop their marketing channel?

  1. analyse customer needs and wants
  2. establish objectives and constraints
  3. identify alternatives
  4. select channel members
  5. train and motivate channel members
  6. channel modification decisions
  7. global channel considerations

What is the difference between vertical and horizontal conflict?

vertical: same level of the channel (retailer to retailer)
horizontal: diff levels of same channel (wholesaler to retailer)

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