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brokerages, ® Intermediaries are forced to re-think how
they add value
® Meeting the unique needs of a segment
is sometimes the answer
is 9 Ownership and cooperation Ba
d ® Historically, distribution channels have been loose
collections of independent companies, each showing
little concern for overall channel performance
® In response, vertical marketing systems have emerged.
These are channel structures in which producers,
wholesalers and retailers act as a unified system. One
channel member owns the others, has contracts with
them, or has so much power that they all cooperate.
® Examples: Luxottica, McDonald’s, Subway, Coca Cola 10 Scope of Distribution Ba
d Intensive distribution Selective distribution Exclusive distribution 11 Overview slide
Decide on: Number of channel levels Ownership and / or
channel levels Scope (intensive,
selective or exclusive) Tactics
Settting up logistics
Se ting up logistics
Mo ivating distributors
Evauating distributors 12 Selecting Distributors:
Types of Store Retailers Ba
d Specialty Stores
Specialty Stores Narrow product line, deep assortment
Narrow product line, deep assortment Department Stores
Department Stores Wide v...
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This note was uploaded on 03/31/2013 for the course MKTG 101 taught by Professor Pdm during the Spring '13 term at SMU.
- Spring '13