Marketing: Real People, Real Choices (9th Edition)
9th Edition
ISBN: 9780134292663
Author: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart
Publisher: PEARSON
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Chapter 11, Problem 5QA
Summary Introduction
To determine: Conventional, Vertical, and Horizontal Marketing systems.
Introduction:
Conventional Marketing System: Independent companies that have loose connections with each other collaborate to gain some profits and to increase the user base. The channel consists of independent wholesalers, retailers, manufacturers that have a lack of strong leadership and do not care much about building relations.
Vertical
Horizontal Marketing Systems: Two or more organizations at the same channel level whether two or more retailers, two or more wholesalers, or two or more manufacturers collaborate and agree on selling each other’s products or agree on making most of their marketing opportunities.
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Marketing: Real People, Real Choices (9th Edition)
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