Marketing Channel Strategy
Take-Aways 23 CHAPTER 2
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- Take-Aways 75 CONtENts xi CHAPTER 3
| Take-Aways
23 CHAPTER 2 Channel Basics 36 Learning Objectives 36 Introduction 36 The Importance of Marketing Channel Strategies 36 Why Do Marketing Channels Exist? 37 Benefits for Downstream Channel Members 37 Search Facilitation 37 Sorting 38 Benefits to Upstream Channel Members 39 Routinization of Transactions 39 Fewer Contacts 39 The Key Functions Marketing Channels Perform 42 Channel Functions 42 Designing Channel Structures and Strategies 44 Auditing Marketing Channels 45 Auditing Channels Using the Efficiency Template 53 Evaluating Channels: The Equity Principle 57 Evaluating Channels: Zero-Based Channel Concept 59 Auditing Channels Using Gap Analysis 59 Sources of Channel Gaps 60 Service Gaps 62 Cost Gaps 63 Combining Channel Gaps 65 Evaluating Channels: Gap Analysis Template 67 Make-or-Buy Channel Analysis 70 Auditing Omni-Channels 71 Take-Aways 75 CONtENts xi CHAPTER 3 Channel Power 81 Learning Objectives 81 Introduction: The Nature of Marketing Channels 81 Power 83 Power as a Tool 83 The Five Sources of Channel Power 84 Reward Power 85 Coercive Power 86 Expert Power 88 Legitimate Power 89 Referent Power 91 Dependence as the Mirror Image of Power 93 Defining Dependence 93 Measuring Dependence 94 Utility and Scarcity 94 Percentage of Sales or Profits 95 Role Performance 95 Balancing Power: A Net Dependence Perspective 96 Imbalanced Dependence 97 Strategies for Balancing Dependence 97 Strategies for Tolerating Imbalanced Dependence 98 Power-Based Influence Strategies 100 Omni-Channels and Power 101 tải về 5.39 Mb. Chia sẻ với bạn bè của bạn:
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