营销通路管理01学习课件.pptVIP

Chapter 1 Marketing Channel Concepts Growing Importance of Marketing Channels Difficulty in gaining “sustainable” competitive advantage Product, price, and promotion strategies are easily copied by competitors Channel strategies are not easily copied Long-term strategy Structure Relationship and people Growing Importance of Marketing Channels (Con’t) Growing power of distributors Need to reduce distribution costs New stress on growth Increasing role of technology What is a marketing channel? “The external contactual organization that management operates to achieve its distribution objective