aae_市场营销学双语课件10（PPT 9）--什么是分销渠道.pptxVIP

什么是分销渠道?A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user.Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision. 中间商为何很重要?Greater efficiency in making goods available to target markets.Offer the firm more than it can achieve on it’s own through the intermediaries:ContactsExperienceSpecializationScale of operationMatch supply and demand. 分销渠道的功能ContactFinancingInformationRisk TakingPromotion