Eight Edition Robert W. Palmatier, Louis W. Stern, Adel I. El-Ansary Pearson

Sinh viên và học viên nên tham khảo tài liệu này trước khi tham gia môn học. Nội dung học môn Quản trị kênh phân phối khá rộng, đòi hỏi cả người học và người dạy đều phải làm việc một cách tích cực trong từng buổi học để có thể nắm bắt kịp toàn bộ nội […]

LEARNING OBJECTIVES Define a marketing channel. Explain why manufacturers choose to use intermediaries. Define the marketing functions that constitute the work of the channel. Identify the members of marketing channels and the functions in which they specialize. Outline the elements of a framework for marketing channel design and implementation.

The Taiwanese tea industry got its start when tea trees imported from China got planted in the Taiwanese hills in the mid-1800s.

LEARNING OBJECTIVES Understand the central role played by end-users and their demands in the design of marketing channels. Define “service outputs” and identify and analyze them. Recognize how to divide a market into channel segments for the purposes of marketing channel design or modification. Understand how to target channel segments to optimize sales and profits. […]

Personal computers have become virtually commodity products. The technology is well enough established that buyers know they can purchase a computer with a given combination of characteristics (e.g., memory space, weight, speed, monitor quality) from multiple manufacturers. In such a market, two questions immediately emerge.