Ebook Marketing an introduction: Part 2
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Ebook Marketing an introduction: Part 2
www.downloadslide.netCHAPTER 10MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENTAFTER STUDYING THIS CHAPTER, YOU SHOULD BE ABLE TO•explain why companies Ebook Marketing an introduction: Part 2 use distribution channels and discuss the functions these channels perform•discuss how channel members interact and how they organise to perform the work of the channel•identify the major channel alternatives open to a company•explain how companies select, motivate and evaluate channel members•disc Ebook Marketing an introduction: Part 2uss the nature and importance of marketing logistics and integrated supply chain managementwww.downloadslide.neTHE WAY AHEADPreviewing the conceptsWeEbook Marketing an introduction: Part 2
now arrive at the third marketing mix tool -distribution. Firms rarely work alone in creating value for customers and building profitable customer relwww.downloadslide.netCHAPTER 10MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENTAFTER STUDYING THIS CHAPTER, YOU SHOULD BE ABLE TO•explain why companies Ebook Marketing an introduction: Part 2only on how well it performs, but also on how well its entire distribution channel competes with competitors' channels. To be good at customer relationship management, a company must also be good at partner relationship management. The first part of this chapter explores the nature of distribution c Ebook Marketing an introduction: Part 2hannels and the marketer's channel design and management decisions. We then examine physical distribution - or logistics - an area that is growing draEbook Marketing an introduction: Part 2
matically in importance and sophistication. In the next chapter, we'll look more closely at two major channel intermediaries - retailers and wholesalewww.downloadslide.netCHAPTER 10MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENTAFTER STUDYING THIS CHAPTER, YOU SHOULD BE ABLE TO•explain why companies Ebook Marketing an introduction: Part 2 and logistical issues as it has grown and entered international markets. Good management of the distribution system has been a key component in enabling this family firm to survive and thrive for over 70 years. Read on and see why.CHAPTER CONTENTSSupply chains and the value-delivery network 336The Ebook Marketing an introduction: Part 2nature and importance of marketing channels 337 How channel members add value 337Numberof channel levels 338Channel behaviour and organisation 339ChanEbook Marketing an introduction: Part 2
nel behaviour 340Vertical marketing systems 341Horizontal marketing systems 343 Multichannel distribution systems 343Changing channelorganisation 344Cwww.downloadslide.netCHAPTER 10MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENTAFTER STUDYING THIS CHAPTER, YOU SHOULD BE ABLE TO•explain why companies Ebook Marketing an introduction: Part 2ves 349Designing international distribution channels 350Channel management decisions 350Selecting channel members 350 Managing and motivating channel members 351Evaluating channel members 351Public policy and distribution decisions 352Marketing logistics and supply chain management 352Nature and imp Ebook Marketing an introduction: Part 2ortance of marketing logistics 352Goals of the logistics system 353Major logistics functions 354 Integrated logistics management 357www.downloadslide.netCHAPTER 10MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENTAFTER STUDYING THIS CHAPTER, YOU SHOULD BE ABLE TO•explain why companies www.downloadslide.netCHAPTER 10MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENTAFTER STUDYING THIS CHAPTER, YOU SHOULD BE ABLE TO•explain why companiesGọi ngay
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