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Essay Details:
Essay text:
The gist of the survey was that
retailers felt the product manufacturers have focused their efforts on the end
users of the products (the consumers), without giving as much priority to
the needs of the other members of their distribution channels—namely, the
retailers to whom they sell.1
COPYRIGHTED MATERIAL
There are several types of participants that make up a distribution channel, so
let’s begin by listing them, as in Chapter 1 with supply chain participants. You
will notice some overlap because, as also previously mentioned, retailers belong
to several (or many) different supply chains, each group focused on making
and marketing different products...
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