营销通路管理05.pptxVIP

Chapter 5 Designing the Marketing Channel Channel Design 6 Objective 1: Decisions involving the development of new marketing channels either where none had previously existed or to the modification of existing channels Channel Design: 6 Channel Design A decision made by the marketer The creation or modification of channels The active allocation of distribution tasks in an attempt to develop an efficient structure The selection of channel members A strategic tool for gaining a differential advantage Distinguishing points of the definition include: 6 Who Engages in Channel Design? O