Marketing channel strategy theory of evolution.doc

 PAGE \* MERGEFORMAT 6 Marketing channel strategy theory of evolution 1, the 20th century, 50 years as a ‘marketing mix’ elements of the first time The 20th century 50 years ‘marketing mix’ the concept the first time. Neil. Bottomley proposed corporate marketing practices designed to guide the 12 factors’ marketing mix ‘strategy, that is’ product plans, pricing, brand, supply routes, personal selling, advertising, promotions, packaging, display, support, physical distribution and market research ‘. This combination of strategy, in theory, for the first time on the marketing scope of the study were better defined; which proposed a theory of the modern marketing channel strategy as a basis for the ‘supply routes, personal selling, display, support, physical distribution’ strategies such as . Neil. Boughton for the first time summed up the marketing activities and channel-related activities and conducting a preliminary analysis; pointed out in marketing activities, in the channels how to do the ‘supply routes, staff sale, display, support, physical distribution ‘and other activities that require attention, were analyzed. It can be said Neil. Boughton marketing channel strategy defines the scope of study of the theory; and stressed the ‘supply routes, personal selling, display, support, physical distribution’, etc. to be compatible with the other seven elements. Second, the 20th century, the first time in 60 years ‘channel strategy’ concept The 20th century, 60 years, McCarthy made far-reaching of the ‘4 P’s portfolio of ‘strategy, that is’ product strategy, pricing strategy, channel strategy and marketing strategies’, this combination strategy to enable people from the marketing variables are more complicated to find the most important factors, including the first time ‘channel strategy’ concept. Neil McCarthy. Boughton on the basis of the study carried out induction, the marketing practices of the 12 factors that summed up as four kinds of strategies. Chan