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Market Channel Conflicts & Logistics

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- Why are marketing channels and intermediaries necessary? What is the most important function carried out by intermediaries? Why? Why do channel arrangements sometimes need to be modified over time?
- What are some types and sources of channel conflict? What are some of the ethical considerations in channel relations?
- Why is logistical efficiency important in marketing? How important of a role does technology have in market logistics? What are some examples of technology improving market logistics?

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Marketing channels and intermediaries, channel conflict and logical efficiency are discussed in 760 words with 7 references.

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- Why are marketing channels and intermediaries necessary? What is the most important function carried out by intermediaries? Why? Why do channel arrangements sometimes need to be modified over time?

Marketing channels & intermediaries are important because these institutions promote the smooth physical flow of goods and services, together with ownership title, from the producers to the consumer/customer. There has been a change in the nature of the intermediaries in relation to the marketing activities that retailers are doing nowadays. The retailers' role in the marketing channel and their effective management of the channel has increased compared to the past. There has been an integration of marketing, buying and distribution activities which has led to a relationship-building type of intermediary-supplier relationship. Retailers have proximity to the customers which gives them better chances to collect information that can be used for marketing purposes.

The most important function of the intermediaries is to transform and deliver the products made by producers in the assortments desired by the consumers. Customers want a broad assortment of products from many manufacturers and the ...

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