零售与渠道管理第五章.pptVIP

Chapter 5 Gap Analysis Review Why does the intensity of coverage is a critical policy choice for the manufacturer? It has a substantial influence on how well the manufacturer implement its channel plans. The intensity of coverage drives how much reward power the manufacturer has over downstream channel member and how much it depends on its downstream counterparts. Why is the more coverage better to manufacturer? The customer would like to find an outlet nearby, especially for convenience goods. The manufacturer would like the freedom to open as many accounts as possible. Channel member will b