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Because of its size and relative power, Walmart can easily impose controls on small manufacturers, such as Brown Betty Dessert Boutique, but with large, powerful
Because of its size and relative power, Walmart can easily impose controls on small manufacturers, such as Brown Betty Dessert Boutique, but with large, powerful suppliers such as P&G the control is more balanced between parties. Walmart's various marketing channel relationships offer examples of different forms of marketing system.
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cooperative
independent
conventional horizontal
corporate
administered vertical
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