选择和管理营销渠道

营销渠道是什么(What is the nature of marketing Channels)？

公司在设计、管理、评价和修正其渠道时将面临什么决策(What decisions do companies face in designing, managing, evaluating, and modifying their channels)？

渠道的动态发展趋势是什么(What trends are taking place in channel dynamics)？

如何管理渠道的冲突(How can channel conflict be managed)？

定义

为什么要利用营销中间机构？

渠道的功能和流程

渠道级数

营销渠道是在使产品或服务顺利地被使用或消费的过程中所涉及到的相互依存的组织的集合。

Marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption.(Stern and EL-Ansary(1992), Marketing Channels, 4th ed. Prentice Hall.)