11-9 Lecture

11-9 Lecture - AEM 2400 Lecture Kraft Cadbury hostile bid...

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11/9/09 AEM 2400 Lecture Kraft – Cadbury hostile bid Beliefs about agents vs. brokers Agents o Part of a sales force (part of the manufacturing company) o Buyers would rather work with the manufacturing company’s workers o Better product knowledge o Concentrate on one product o More aggressive since future lies with firm o Some customers prefer dealing direct Brokers o Generally cheaper (especially at lower volumes) o No salary, fixed costs, training programs o More people, thus wider coverage o More aggressive due to commissions o More local/regional contacts o Some customers prefer dealing with broad lines Vertical Marketing Systems Chart of informal marketing channels of food systems (overhead) – opposite of vertical marketing systems which are formal Corporate – integrated o Wegmans – retail stores and distribution centers o A couple of layers in the vertical marketing channel o Wholesalers are integrated into the retailers in a public company o Archer Daniels Midland (ADM) – Joint Ventures and Strategic Alliances Very complex chart
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11-9 Lecture - AEM 2400 Lecture Kraft Cadbury hostile bid...

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