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E ds c os t a nd fe a s ibility of me e ting ne e ds

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Unformatted text preview: te rme dia tion Channel Design Decisions • S te p 1: Ana lyzing Cons ume r Ne e ds C os t a nd fe a s ibility of me e ting ne e ds Cos m us t be cons ide re d • S te p 2: S e tting Cha nne l Obje ctive s S e t cha nne l obje ctive s in te rms of ta rge te d le ve l of cus tome r s e rvice ta Ma ny fa ctors influe nce cha nne l obje ctive s Channel Design Decisions • S te p 3: Ide ntifying Ma jor Alte rna tive s Type s of inte rme dia rie s C om pany s ale s force , m anufacture r’s age ncy, indus trial dis tributors a ge Numbe r of ma rke ting inte rme dia rie s Inte ns ive , s e le ctive , and e xclus ive dis tribution d is Re s pons ibilitie s of cha nne l me mbe rs Channel Design Decisions • S te p 4: Eva lua ting Ma jor Alte rna tive s E va Economic crite ria Control is s ue s Ada ptive crite ria Channel Design Decisions • De s igning Inte rna tiona l Dis tribution De Cha nne ls C ha G loba l ma rke te rs us ua lly a da pt the ir Globa c ha nne l s tra te gie s to s tructure s tha t e xis t within fore ign countrie s within Ke y cha lle nge s : May be com ple x or hard to pe ne trate May May be s catte re d, ine fficie nt, or totally lacking lacking Channel Management Decisions • S e le cting Cha n...
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