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PLACE - Coggle Diagram
PLACE
Supply chain
Upstream partners
Create products/ services
Downstream partners
Look forward customers
Marketing channels
information
promotion
contact
matching
negotiation
physical distribution
financing
risk taking
Channel levels
Direct marketing channel
Indirect marketing channel
Channel behaviours
Channel conflict
Horizontal
same level
Vertical
different levels
Channel organizations
Conventional Marketing Channel
independent
Vertical Marketing Networks (VMN)
Corporate VMN
ownership
Contractual VMN
contracts
franchise system
Administered VMN
size and power
Horizontal Marketing Networks
join together
Multichannel Distribution Networks
two or more marketing channels
Channel design
Analyzing customer needs
Setting channel objectives
Identifying major alternatives
types of intermediaries
number of intermediaries
exclusive
limited
selective
more than one, fewer than all
intensive
many
Evaluating channel alternatives