Marketing: Introduction (Custom)
Marketing: Introduction (Custom)
16th Edition
ISBN: 9781323388686
Author: Kotler
Publisher: PEARSON
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Chapter 10, Problem 10.18MML
Summary Introduction

To discuss: The reason for the occurrence of channel conflict and the types of channel conflicts.

Introduction:

Channel conflict is a divergence between goals and roles of marketing channel members. Who must carry what work and for what awards.

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Students have asked these similar questions
Diagram the Caterpillar and KFC channel systems. How do they compare in terms of channel levels, types of intermediaries, channel member roles and responsibilities, and other characteristics? How well is each system designed?
What are some brands that you think use selective or exclusive channels? How does channel choice, in those instances, influence consumer perceptions of value and/or add real value? Lastly, as a business leader, how can you use distribution channels to add customer value?
Assess how well Caterpillar and KFC have managed and supported their channels. With what results?
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