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PLACE (Channel Behavior (Channel conflict : Disagreements among marketing…
PLACE
Channel Behavior
Channel conflict : Disagreements among marketing channel members on goals, roles, and rewards
-Horizontal conflict occurs among firms at the same level of the channel
-Vertical conflict occurs between different levels of the same channel.
Vertical marketing system
-Producers, wholesalers and retailers act as a unified system.
-Types: Corporate, contractual and administered.
Horizontal marketing system
-Two or more companies at one level join together to follow a new marketing opportunity.
Supply chain
Upstream partners supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service.
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Value Delivery Network
Company, suppliers, distriutors, and customers who parttner with each other to improve the performance of the entire system.
Number of Channel Levels
Channel level :
-A layer of intermediaries that perform work in bringing the product and its ownership closer to the final buyer
~Direct marketing channel: No intermidiary levels
~Indirect marketing channels: One or more intermediary levels.
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Marketing logistics
-Planning, implementing and controlling the physical flow of materials, final goods and related information from points of origin to consumption
-Customer-centered logistics: Marketplace to the factory or sources of supply
:- Outbound logistics
:- Inbound logistics
:- Reverse logistics
Warehousing
-Storage warehouse store goods for moderate to long periods.
-Distribution centers are large, highly automated warehouses that receive goods, take orders, fill them, and deliver goods to customers.
Inventory Management
-Should be done in a cost effective and profitable manner
~Just in-time logistics systems.
~Radio frequency identification (RFID), smart tag technology, gives the physical location of a product.
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Retailing
All the activities involved in selling products or services directly to final consumers for their personal, non business use
Wholesaling
All the activities involved in selling goods and services to those buying for resale or business use.