Formal cooperation among members at the manufacturing

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formal cooperation among members at the manufacturing, wholesaling, and retailing levels - Horizontal marketing system an arrangement within a channel of distribution in which two or more firms at the same channel level work together for a common purpose o Ex: airlines working together to get customers from place to place Level of distribution in the market: - Intensive distribution selling a product through all suitable wholesalers or retailers that are willing to stock and sell the product - Exclusive distribution selling a product only through a single outlet in a particular region - Selective distribution distribution using fewer outlets than intensive but more than exclusive o Ex: sport teams: NY has 2 baseball teams and 2 football teams o Suitable for shopping products, such as appliances and electronic equipment 4. Develop distribution tactics Channel leader a firm at one level of distribution that takes a leadership role, establishing operating norms and processes based on its power relative to other channel members
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Coke 1: Marketing Research pg. 102-113 Ch 4: Objective 1: Knowledge is Power Marketing research ethics taking an ethical and above-board approach to conducting marketing research that does no harm to the participant in the process of conducting the research Marketing information system (MIS) a process that first determines what information- marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users. 3 important components: - 4 types of data (internal company data, marketing intelligence, marketing research, and acquired databases - Computer hardware and software to analyze the data and to create reports - Output for marketing decision makers 4 types of data: 1. Internal company data uses information from within the organization to produce reports on the results of sales and marketing activities a. Intranet an internal corporate communication network that uses Internet technology to link company departments, employees, and databases // MIS allows salespeople and sales managers in the field to access Internet records through this 2. Marketing Intelligence system a method by which marketers get information about everyday happenings in the marketing environment 3. Marketing research the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness a. Syndicated research research by firms that collect data on a regular basis and sell the reports to multiple firms b. Custom research (in contrast) research conducted for a single firm to provide specific information its managers need 4. Acquired Data
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The Marketing Decision Support System (
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