Quản trị Kênh Phân phối
Tài Liệu Giảng Dạy
Chapter 2_End-User Analysis Segmenting and Targeting
01/01/2018 Tài Liệu Giảng Dạy 0. Bình Luận

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.
  • Evaluate when and whether to try to meet all expressed service output demands in the short run in a particular market.
  • Describe the relationship between service output demands and solutions to overall channel design problems.
 

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