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Channel Management (Fach) / 04 - Channel Structure (Lektion)

Vorderseite How channel members perceive intensive distribution?
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  • downstream channel members would prefere exclusive inventory/distribution, intensive distribution works in the other direction
  • price competitioin increases ("intrabrand competition")
  • manufactures desirable intrabrand price competition
  • retailer lost margin, because the competition with other retailers result in lower prices
  • if the problem get not solved, channel members will reconsider their brand support

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