Place(marketing-杜克大学 ,Professor Kurt Carlson)[高教课堂]

1、Carlson Marketing Management (Marketing 360) Professor Kurt Carlson Distribution/Place (Marketing Channels) Carlson Agenda The function of channels Channel design Depth Breadth Relationships with channel members Carlson What are Marketing Channels? Sets of interdependent entities intermediaries invo

2、lved in the process of making a product or service available for use or consumption. In moving goods from producers to consumers, channels overcome gaps in: time place possession Carlson Marketing Channels Channels exist when they are more efficient than direct distribution. # of relationships = M*C

3、 = D*M + D*C = D(M + C) D(M + C) M*C if and only if (D M) and (D interests of different levels within same channel are opposed Horizontal conflict = interests of different members at same level are opposed Minimizing Conflict Avoidance: superordinate goals, personnel exchanges, joint membership in t

4、rade associations Resolution: diplomacy, mediation, arbitration Carlson Sources of Channel Conflict Carlson Summary Channels exist when they are more efficient than direct distribution Channel length is determined on the basis of comparative efficiency and effectiveness Channel breadth is a function of customers perceptions of the offerings uniqueness, complexity, consequences of a poor choice All channels are subject to conflict stemming from divergent interests of members Carlson Key Take Aways Channel