国际营销国际营销国际营销 (27).pdf
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1、Designingand Managing Integrated Marketing ChannelsChapter 13Identifying major chaelnn alternatives Number of intermediaries Exclusive distribution Selective distribution Intensive distributionIdentifying Major Channel Alternatives Price policy Conditions of sale Distributors territorial rights Mutu
2、al services and responsibilities Terms and responsibilities of channel membersChannel-Design Decisions Evaluating major channel alternatives Economic criteria Control and adaptive criteriaFigure 13.5Break-Even For Sales Forcevs.Sales AgencyChannel-Management DecisionsSelecting channel membersTrainin
3、g channel membersEvaluating channel membersModifying channel designChannel modification decisionsGlobal channelconsiderationsTraining and Motivating Channel MembersChannel powerCoerciveRewardLegitimateExpertReferentTraining and Motivating Channel Members Channel partnerships and ECR practices Demand
4、-side management Supply-side management Enablers and integratorsConventional marketing channelVertical marketing systemsHorizontal marketing systemsChannel Integration and SystemsVertical Marketing Systems Corporate VMS Administered VMS Contractual VMS Wholesaler-sponsored voluntary chains Retailer
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