Week 7 Homework - HW:pp.315317Questions1,3and10andCase:13.1...

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HW: pp. 315-317 Questions 1, 3 and 10 and Case: 13.1 1. What are the key activities performed in a marketing channel? The key activities performed in a Marketing  channel, which are performed by a combination of organizations that are  required to link producers to users to accomplish particular marketing objectives, are marketing communications such as,  advertising the product and providing point-of-purchase displays; inventory management such as ordering an appropriate  assortment of merchandise and maintaining adequate stock to meet customer demand; physical distribution like  delivering products and arranging for the return of defective merchandise; market feedback like serving on manufacturer  advisory boards, and finally, financial risk such as offering credit.   2. Explain the concept of forward and backward integration. An indirect marketing channel requires intermediaries between the originator and the user to perform some functions  related to buying or selling the product to make it available to the final user, as opposed to a direct marketing channel  which describes a movement of the product from the producer to the user without intermediaries. Intermediaries include,  retailers and wholesalers, and are often referred to as middlemen, are those who are directly involved in the purchase or  sale of products as they flow from the originator to the user. Intermediaries contribute to marketing channels by being able  to perform some marketing channel activity better than any other channel member, justifying their existence.  10. How can poor communication, abuse of power, and too much cooperation in marketing channels create ethical and legal  problems? Poor communication, abuse of power and too much cooperation in marketing channels  create ethical and legal problems. 
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This note was uploaded on 09/06/2011 for the course ECON 2312 taught by Professor Dan during the Spring '11 term at The University of Texas at San Antonio- San Antonio.

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Week 7 Homework - HW:pp.315317Questions1,3and10andCase:13.1...

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