Chapter 12

Which of the following terms refers to the wholesalers and retailers that form a vital link between the firm and its customers?

downstream partners

A marketing channel that consists of one or more intermediaries is known as

indirect

A _____ is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.

marketing channel

Conflict that occurs between different levels of the same marketing channel is known as ________ conflict.

vertical

The ______ organization is the most common type of contractual relationship.

Franchise

________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities.

Intermediaries

At its most basic form, a marketing channel consists of the producer and the _____

consumer.

Conflict that occurs among firms at the same level of the marketing channel is known as ________

horizontal

The sets of firms that supply companies with the raw materials, components, parts, information, finances, and expertise needed to create products or services are known as ________.

upstream partners

A ____ is made up of the company, suppliers, distributors and customers who partner to improve the performance of the entire system.

value delivery network