In the industrial market, attempts such as these at integrated channel management and control are much more recent and somewhat obscure, both to practitioners and academicians. In the consumer market, channels of distribution have been viewed as loose coalitions of independent business firms.
In the industrial market, attempts such as these at integrated channel management and control are much more recent and somewhat obscure, both to practitioners and academicians. In the consumer market, channels of distribution have been viewed as loose coalitions of independent business firms.
In the industrial market, attempts such as these at integrated channel management and control are much more recent and somewhat obscure, both to practitioners and academicians. In the consumer market, channels of distribution have been viewed as loose coalitions of independent business firms.
for the Marketing of Industrial Supplies William J. Hannaford, Ph.D. Bowling Green State University
In the marketing of both consumer and industrial products, channels of
distribution have been traditionally viewed as loose coalitions of independent business firms, each of which has operated autonomously in the performance of a well-defined set of marketing functions. More recently, especially in consumer goods trade, channels of distribution have been viewed as operating systems which are centrally coordinated and programmed to achieve a variety of systemic economies. McCammon (t 965) has identified at least three such vertical marketing systems:
Corporate Systems, or those combining successive stages of
production and distribution under a single ownership. Examples: Singer, Sears, Sherwin-Williams. Administered Systems, or those in which particular lines of merchandise within stores are controlled (or administered)by aggressive vendors who have developed comprehensive merchandis- ing programs within the context of mutually beneficial joint ventures. Examples: The programmed merchandising approaches of Kraft Foods, O. M. Scott & Sons Co. Contractual Systems, or those consisting of independent firms at different channel levels who have pooled their resources to achieve operating economies and maximum market impact. Examples: franchising, wholesaler-sponsored voluntary groups, and retailer- cooperatives.
In the industrial market, attempts such as these at integrated channel
management and control are much more recent and somewhat obscure, both to practitioners and academicians. It is therefore the purpose of this 567