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 Marketing Systems: Channel members collaborate with other members with formal cooperation at two or more different levels. 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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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 Marketing Systems:Channel members collaborate with other members with formal cooperation at two or more different levels.

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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