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Marketing channels
• Set of Independent organizations participating in the process of making
a product available for use or consumption
Hybrid channelsA single firm sets up two or more marketing channels to reach one or more customer segments
1
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A system of partnerships and alliances that a firm creates to source,augment and deliver its offerings
Role of Retailers today
• Adapting a relation based approach to marketing
• Creating store – brand awareness and differentiation
• Promoting profitable private label lines across a wide range of product categories
• Building store loyalty