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

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

   
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   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

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