战略市场情报垂直关系shubhranshu lec7分布.pdfVIP

4/30/2015

Strategic

Market

Intelligence

Vertical

Relations

Shubhranshu

Singh

Vertical

Relations

•Most

firms

do

not

sell

to

consumers

(but

to

other

firms)

•How

is

it

different

(compared

to

selling

directly

to

consumers)?

•Retailer

sets

price

(of

course

manufacturer

sets

price

to

retailer

which

can

influence

the

final

price

to

consumers)

•Retailer

controls

in‐store

advertising

(manufacturer

still

has

other

channels)

•Retailer

controls

service,

returns

(