Quản trị Kênh Phân phối
Tài Liệu Giảng Dạy

Đây là tài liệu giảng dạy của thầy Đinh Tiên Minh tại trường Đại học Kinh Tế TP.HCM, đồng thời là tài liệu tham khảo hữu ích cho các trường có đào tạo cùng ngành và các đọc giả quan tâm.



Bài 0_QTKPP_Giới thiệu môn học

Sinh viên và học viên nên tham khảo tài liệu này trước khi tham gia môn học. Nội dung học môn Quản trị kênh phân phối khá rộng, đòi hỏi cả người học và người dạy đều phải làm việc một cách tích cực trong từng buổi học để có thể nắm bắt kịp toàn bộ nội […]

Chapter 1_Understanding Channel Strategies

LEARNING OBJECTIVES Define a marketing channel. Explain why manufacturers choose to use intermediaries. Define the marketing functions that constitute the work of the channel. Identify the members of marketing channels and the functions in which they specialize. Outline the elements of a framework for marketing channel design and implementation.

Chapter 2_End-User Analysis Segmenting and Targeting

LEARNING OBJECTIVES Understand the central role played by end-users and their demands in the design of marketing channels. Define “service outputs” and identify and analyze them. Recognize how to divide a market into channel segments for the purposes of marketing channel design or modification. Understand how to target channel segments to optimize sales and profits. […]

Chapter 2_Sidebar_CDW and PC purchases by small to medium-sized business buyers

Personal computers have become virtually commodity products. The technology is well enough established that buyers know they can purchase a computer with a given combination of characteristics (e.g., memory space, weight, speed, monitor quality) from multiple manufacturers. In such a market, two questions immediately emerge.

Chapter 3_Channel Analysis: Auditing Marketing Channels

Learning objectives: –Define the generic channel functions that characterize costly and value-added channel activities. –Understand how the efficiency template helps codify channel function performance according to channel and channel participant. –Describe the role of channel function allocation in designing a zero-based channel. –Recognize how channel function performance leads to appropriate allocations of channel profits among […]

Chapter 3_Sidebar_Channel functions and equity principle insights

Sidebar 2-1 profiled the computer systems reseller CDW and its success in serving small and mediumsized business buyers through its superior provision of service outputs. Its ability to do so rests on its performance of key channel functions in a more efficient (lower cost) and effective (better at producing service outputs) manner than other channel […]