BEHAVIORAL DIMENSIONS OF PROBLEMS IN VERTICAL MARKETING SYSTEMS – A COMPARISON BETWEEN THEORETICAL MODELS AND EXPERIENCES WITH GROUP DISCUSSIONS FOR ORNAMENTAL PLANTS IN THE FEDERAL REPUBLIC OF GERMANY

Due to changes in distribution circumstances, coordination of marketing activities of different stages in a distribution channel becomes more and more important for the efficiency of a marketing strategy as well as for the performance of a channel system competing with rival channels in a buyer-market becoming increasingly more exclusive (Meffert, 1975, Palamountain, 1955, Rosenberg, 1970).

Because of this development, marketing literature is increasingly concerned with the discussion of problems of "vertical marketing" (e.g.
Meffert, 1975; Thies, 1976).

Some examples from distribution channels of horticultural products shall illustrate these problems:

1. In a distribution channel for ornamental plants of the following structure

   
   Graphic available in full text only
   

   it is intended as a measure of product policy to initiate the use of preserving chemicals for cut flowers.
   Improved longevity of the flower after the purchase can only be expected if the flower is put directly after harvesting into the prepared water.
   The success of this measure depends entirely on the participation of all members of the channel.
   Isolated activities of one level raises the distribution costs without gaining the desired effect.

2. Standardized packing materials can lower the transport costs, but requires first a consensus within the distribution system about the form and size of the

V Symposium on Horticultural Economics

Ch. Möller

https://doi.org/10.17660/ActaHortic.1978.77.29