How to create and control your marketing channels.docVIP

 PAGE \* MERGEFORMAT 19 How to create and control your marketing channels Summary: The establishment of marketing channels is to select the first channel members, and then fight for channel members, while the fight for the basic principles of channel members is based on channel members from short-term profits, expected profits and risk calculation of expected profit and, based on people’s bounded rationality, information the principle of asymmetry and non-sufficient influence their decisions. The right marketing channels to manage and control objectives is to strive for the cooperation and support of channel members, master channel for the initiative, the basic tools are: communication, profit control, inventory control and marketing program control, to master as much as possible the middle of the next one providers. Also through to the design and improvement of marketing channels in order to strengthen the control of marketing channels, namely, the original position and role of channel members to adjust. Keywords:: marketing channel intermediaries expected profit initiative of Bounded Rationality Marketing channel is a manufacturer’s product channels for the flow of consumers, manufacturers of high and low levels of its management and control of the intensity of the size of the product’s market share increase has a vital role, each manufacturer must be strengthened work in this area, especially with the accession to the WTO trading rights to foreign-invested enterprises and distribution rights for the acquisition, marketing channels, competition will become more intense. First, the design of the established marketing channels in the circumstances, the establishment of marketing channels and control of (A) the establishment of marketing channels (1) The selection of channel members Select channel members should have a certain standard: If the scale of operation, management level, operational concepts, t