选择和詹理宫销锝道 Selecting and managing Marketing Channels
选择和管理营销渠道 Selecting and managing Marketing Channels
选择和管宫销道 √营销渠道是什么( What is the nature of marketing Channels)? √公司在设计、管理、评价和修正其渠道时将面临什么 fG(What decisions do companies face in designing managing, evaluating, and modifying their channels)? √渠道的动态发展趋势是什么 What trends are taking place in channel dynamics )? √如何管理渠道的冲突( How can channel conflict be managed)?
选择和管理营销渠道 ✓营销渠道是什么(What is the nature of marketing Channels)？ ✓公司在设计、管理、评价和修正其渠道时将面临什么 决策(What decisions do companies face in designing, managing, evaluating, and modifying their channels)？ ✓渠道的动态发展趋势是什么(What trends are taking place in channel dynamics)？ ✓如何管理渠道的冲突(How can channel conflict be managed)？
。宫销锝道化? (What is the nature of marketing Channels) 定义 为什么要利用营销中间机构? 渠道的功能和流程 渠道级数
一，营销渠道是什么？ (What is the nature of marketing Channels) ➢定义 ➢为什么要利用营销中间机构？ ➢渠道的功能和流程 ➢渠道级数
1。宫销锝道 √营销渠道是促使产品或服务顺利地被使 用或消费的一整套相互依存的组织 v Marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption. (Stern and EL-Ansary (1992) Marketing Channels, 4th ed. Prentice Hall)
1，营销渠道定义 ✓营销渠道是促使产品或服务顺利地被使 用或消费的一整套相互依存的组织。 ✓ Marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption.(Stern and EL-Ansary(1992), Marketing Channels, 4th ed. Prentice Hall.)
2。仇冬要列用营销中间视的 M M (a)交易联系次数 (b)交易联系次数 M×C=3×3=9 M+C=3+3=6 M=制造商( Manufacturer)C=顾客( Customer)D=分销商( Distributor)
2，为什么要利用营销中间机构？ M M M C C C M M M C C C D 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 (a)交易联系次数 (b)交易联系次数 M×C=3×3=9 M+C=3+3=6 M=制造商(Manufacturer) C=顾客(Customer) D=分销商(Distributor)