Beruflich Dokumente
Kultur Dokumente
Designing
And Managing
Integrated
Marketing
Channels
Types of intermediaries
Number of intermediaries
Terms/responsibilities of
channel members
Price policy
Conditions of sale
Distributors’ territorial rights
Mutual services and responsibilities
Evaluating
Global channel channel
considerations members
Channel Modifying
modification channel
decisions design
Coercive
Reward
Legitimate
Expert
Referent
Copyright © 2016 Pearson Education Ltd. 17-19
Channel Integration and
Systems
• Conventional
marketing channel
• Vertical marketing
systems
• Horizontal
marketing systems
Multichannel conflict
Goal incompatibility
Unclear roles and rights
Differences in perception
Intermediaries’ dependence on
manufacturer