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.

Chapter 4_Make-or-Buy Channel Analysis

LEARNING OBJECTIVES: Understand vertical integration as a continuum from make to buy rather than as a binary choice. Explain why channel players (manufacturers, wholesalers, retailers) often integrate forward or backward with great expectations, only to divest themselves within a few years. Frame vertical integration decisions according to whether owning the channel, or some of its […]

Chapter 4_Sidebar_Vertical integration forward: Harder than it looks

Allianz, a much admired German Insurance Giant, paid what in retrospect was a high price to acquire Dresdner, a prominent investment bank.

Chapter 5_Designing Channel Structures and Strategies

LEARNING OBJECTIVES: Explain why manufacturers prefer more coverage, especially in fast-moving consumer goods industries, combined with a downstream channel member that limits its assortment in their product category. Explain why downstream channel members prefer less coverage, combined with a greater assortment in each manufacturer’s product category. Recognize why limited distribution is preferable to brands with […]

Chapter 5_Sidebar_Big Boys Toys

Branding itself as the “ultimate playground,” the Big Boys Toys lifestyle event in Dubai, features some of the most exclusive and luxurious global products.

Chapter 6_Retailing structures and strategies

LEARNING OBJECTIVES: —Describe the types of retail structures that exist worldwide. —Explain how a retail positioning strategy flows from both cost-side and demand- side factors. —Define the retailers positioning strategy as a set of service outputs delivered to the market. —Recognize important trends and developments on the consumer and channel sides that affect retail management. […]

Chapter 6_Sidebar 6-1 Zara A European Retailer

Zara was founded in Spain in 1975, and in the three decades of its existence, it has built and fine-tuned a particular model of retailing that appears to balance the need to control costs with the need to meet the demands of its fashion-forward, trendy target market.