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Control
maintained by:
Economic Power
Contract
Examples:
Administered
Contractual
Corporate
Control maintained
by:
Franchise system
Marketers of services
Examples:
Control maintained
by:
Ownership
Examples:
Corporate
HORIZONTAL MARKETING
In horizontal marketing system (HMS) two or more
organizations on the same level of distribution cooperate
to accomplish a common goal. This type of marketing
system recognizes that there is strength in numbers.
CHANNLE MANAGEMENT
Factor :
Manufacturers Goal:
space
Exclusivity
Pricing
Purchase
Shelf
terms
Factor :
Manufacturers Goal:
Profitability
Continuity
Order
To standardize production.
Delivery
Advertising
size
Assortment
Risk
Branding
support
Factor :
Wholesalers/Retailers
Goal:
space
Exclusivity
Pricing
Purchase
Shelf
terms
Wholesalers/Retailers Goal:
Factor :
Profitability
Continuity
Order
Assortment
Risk
Branding
Delivery
Advertising
size
support