TAILIEUCHUNG - Marketing management Chapter 15

CHAPTER 15 DESIGNING AND MANAGING VALUE NETWORKS AND CHANNELS. Successful value creation needs successful value delivery. Holistic marketers are increasingly taking a value n e t w o r k v i e w of their businesses. Instead o f limiting their focus t o . t h e i r i m m e d i a t e suppliers, distributors, and customers, they are examining t h e w h o l e supply chain t h a t links r a w materials, c o m p o n e n t s , and m a. | PART DELIVERING VALUE IN THIS CHAPTER WE Will ADDRESS THE FOLLOWING QUESTIONS SHOP 1. What is a marketing channel system and value network 2. What work do marketing channels perform 3. How should channels be designed 4. What decisions do companies face in managing their channels 5. Hdw should companies integrate channels and manage channel conflict 6. What is the future for e-commerce CHAPTER 15 DESIGNING AND MANAGING VALUE NETWORKS AND CHANNELS Successful value creation needs successful value delivery Holistic marketers are increasingly taking a value network view of their businesses. Instead of limiting their focus to their immediate suppliers distributors and customers they are examining the whole supply chain that links raw materials components and manufactured goods and shows how they move toward the final consumers. Companies are looking at their suppliers suppliers upstream and at their distributors customers downstream. They are looking at customer segments and how company resources can best be organized to meet needs. Failure to coordinate the value network properly can have dire consequences. I rscount chain Kmart s rise in the 1970s was characterized by its blue light specials and famous for infamous in-store announcement Attention Kmart Shoppers But suffering from poor locations an unfavorable image and deteriorating safes Kmart decided to try to match Wal-Mart s everyday Jpw prices. This move however forced the company to drop the widely distributed Sunday newspaper circulars that promoted sales and drove store traffic. Even worse a terrible replenishment system also resulted in numerous hot sellers being out of stock. Kmart filed for Chapter 1J bankruptcy on January 22 2002 the biggest retailer to have done so up to that Bp I I A Blue Light Shop Online kioskat Kmart- 467 468 PART 6 DELIVERING VALUE Companies today must build and manage a continuously evolving value network. In this chapter we consider strategic and tactical issues with .

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