A good reason for developing or joining a vertical marketing system:
is that the whole channel focuses on the same target market at the end of the channel and seems to be more effective.
market competition at each level of the channel eliminates inefficient firms and serves consumers' needs better.
is that no member of the channel has to bear the costs of the regrouping activities.
is that no member of the channel has to plan for the whole channel since good decisions at each level run the channel.