A set of interdependent organisations that help make a product or service available for use or consumption by the consumer (Kotler and Armstrong, 2014)
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What are Marketing intermediaries
Firms that help the company to promote, sell, and distribute its goods to final buyers. (Kotler and Armstrong,2014)
Alternative Question - What is Channel Conflict? `
Channel conflict arises when the behaviour of a channel member is in opposition to its counterpart (Coughlan, Anderson)
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Three types of Channel Conflict?
Horizontal, Vertical, Multi Channel
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Horizontal Conflict
Conflict between members at the same level (Retailers) - Ford, Holiday Inn
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Vertical Conflict
Conflict between different levels within the same channel (wholesaler and retailer) - KFC
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Multi-Channel Conflict
When two or more channels sell to the same market (Thomas cook online v high street)
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Causes of Channel Conflict?
Goal Incompatibility (KFC), Unclear roles and rights (Who is promoting product), Differences in perception (Supermarkets - Farmers), Intermediaries Great dependence
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Other cards in this set
Card 2
Front
What are Marketing intermediaries
Back
Firms that help the company to promote, sell, and distribute its goods to final buyers. (Kotler and Armstrong,2014)
Card 3
Front
Different types of Intermediaries
Back
Card 4
Front
Functions performed by Intermediaries?
Back
Card 5
Front
Alternative Question - What is Channel Conflict? `
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