Compare and contrast a conventional marketing system with a vertical marketing system (VMS)
What will be an ideal response?
A conventional distribution channel consists of one or more independent producers, wholesalers, and retailers. Each is a separate business seeking to maximize its own profits. No channel member has much control over the other members. On the other hand, a vertical marketing system is a unified system made up of producers, wholesalers, and retailers. While members of a conventional distribution channel seek to maximize their own profits, members of a vertical marketing system all cooperate because either one member owns the others, one has contracts with the others, or one wields more power than the others.
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Holistic marketing focuses on the integration of value exploration, value creation, and value delivery as a means to build long-term relationships with consumers
Indicate whether the statement is true or false
The introduction is often
a. written first. b. written last. c. written when you decide your topic. d. not actually written down.
Because of strict consumer privacy regulations, invasion of privacy is no longer a concern for the direct marketing industry
Indicate whether the statement is true or false
Product-market screening criteria should
A. summarize in one place what the firm wants to accomplish. B. be achievable. C. be stated in quantitative terms. D. be qualitative. E. All these answers are correct.