2. Price of the product.
3. No. of units of sale.
4. Characteristics of the user.
5. Buyers and their buying units.
Ø Low priced articles with small units of sale are distributed through retailers.
Ø High price
special items like radios, sewing machines etc are sold by manufactures
and then agents.
Ø
Public services like gas, electricity and transport are usually sold directly to the
consumer.
Lecture : 11
Market integration-definition-types of market integration-horizontal, vertical and
conglomeration-markeing efficiency-meaning-definitions -technical or physical or
operational efficiency-pricing or allocative efficiency
MARKET INTEGRATION
Kohis and Uhl have defined “Market integration as process which refers to the
expansion of firms by consolidating additional marketing functions
and activities under a
single management”.
Eg: - 1. Setting up of milk processing plant.
2. Establishment of wholesale facilities by retailers.
Ø Integration shows the relationship of firms in a market.
Ø Integration influences market conduct of firms and consequently their marketing
efficiency.
Ø Markets differ in the extent of integration.
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