Channel Management (Fach) / Take Aways (Lektion)

In dieser Lektion befinden sich 9 Karteikarten

Diese Lektion wurde von hannemac erstellt.

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  • Topic #2: Servive Output Demands End-user's decision about where to purchase and product/service depends not just on what, but how the end-user wants to buy it Elements of how the products/service is bought are called servive outputs ...
  • Topic #3: Channel Flows Channel members engage in productive activity. These activities are called channel flows Every channel flow not only yields valued service output but is also associated with a cost The generic channel ...
  • Topic #4: Channel Structures Selective distribution is a strategic choice not to be confused with the inability to attract channel members to carry the brand Manufacturers tend to think that more coverage is always better. Conflict ...
  • Topic #5: Gap Analysis Zero based channel: meets service output demands at minimum cost of flows If system is not zero based then demend side gaps supply side gaps both Channel gaps arise due to environmental bounds ...
  • Topic #6: Channel Power Power is the ability to alter another organizations behavior. It's a tool, neither good or bad Power is a critical feature of the functioning of marketing channels Channel members must invest overtime ...
  • Topic #7: Channel Conflict Conflict is often a neccessary stage on the way to adapting to environmental changes (Although it is often charged negatively). Thus, conflict shouldn't be judged automatically as a state to be eleminated. ...
  • Topic #8: Vertical Integration Nature of vertical integration: scope of the firm Historical development Reasons to vertically integrat Strategic considerations => by and large competitor-focussed Transaction cost theory Specialized ...
  • Topic #9: Multichannel Management company perspective to generate more sales to generate more appropriate service customer perspective customer service => call center different channels perfom service output differently more convenience ...
  • Topic #10: Retailing Very large and dynmic activity in world economies Direct application of most channel issues Key domains Reailing strategy Strategy implemention and marketing mix Future questions/challanges