零售与渠道管理第八章.pptVIP

Chapter 8 Strategic Alliances in Distribution 分销中的渠道联盟 Review Conflict is a necessary stage on the way to adapting to environmental changes. How to assess the degree of conflict? Frequency of disagreement Intensity of disagreement Importance of the issue Conflict is a staple in marketing channels because of: Built-in differences in viewpoint and goals Differing perceptions, in part because channel members see different pieces of the channel of the channel environment Clash over domains (roles, responsibilities, territories) Multiple channels are a major source of domain conflict. How to sol