Kotler15 channel

Kotler15 channel - MARKETING MANAGEMENT 12th edition 15...

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MARKETING MANAGEMENT 12 th edition 15 Designing and Managing Value Networks and Channels Kotler Keller
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2 “The art of getting rich consists not in industry, but in a better order, in timelessness, in being at the right spot.” Ralph Waldo Emerson
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3 Chapter Questions What is a marketing channel system and value network? What work do marketing channels perform? How should channels be designed? What decisions do companies face in managing their channels? How should companies integrate channels and manage channel conflict? What is the future for e-commerce?
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4 Marketing Channels Sets of interdependent organizations involved in the process of making a product or service available for use or consumption.
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5 Value Networks and Marketing Channel Systems A Value Network is a system of partnerships and alliances used by a firm to source, augment, and deliver its product or service offerings. Intermediaries that help get the product from manufacturer to consumer or end users form the Marketing Channel(s) .
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6 What is a Value Network and Marketing-Channel System? “Go-to-market” or hybrid channels IBM’s sales force sells to large accounts, outbound telemarketing sells to medium-sized accounts, direct
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This note was uploaded on 11/04/2010 for the course MM 012 taught by Professor Kotler during the Spring '10 term at E. Kentucky.

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Kotler15 channel - MARKETING MANAGEMENT 12th edition 15...

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