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Designing and Managing Integrated Marketing Channels—Some Changing Perspectives
Respond to the following discussion starter.
Disintermediation and eMarketing—fact or fiction? It is argued that the increased utilization of eMarketing is leading to the accelerated elimination of resellers or intermediary market channel members at both the wholesale and retail levels in a global marketing context.
Disintermediation occurs when established intermediaries such as distributors or wholesalers are pushed out of the value chain. This has been motivated by both the growth of larger bricks-and-mortar organizations that deal directly with the manufacturer or product source as well as the exponential growth and popularity of eMarketing and the intense price competition and resultant reduction in profit margins, which such a movement has generated.
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Give an opinion, what can intermediaries do to limit the impact of disintermediation? Suggest what you would recommend to either limit disintermediation or to reinter mediate should disintermediation already be in place in a specific sector. You should focus on at least two separate and distinct product/market segments and provide specific examples of each in support of views/opinion.
Your initial response can be no more than 1000 words in total, excluding footnotes or reference lists. You are encouraged to cite any good quality external academic or professional source references in support of your response.
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