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 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 […]

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_Royal Canin

In Europe, Royal Canin enjoys a leading position in the dog and cat food market, with a significant market share—more than the multinational brands, such as Nestlé (Friskies, Fido), Mars (Pal, Whiskas), and Colgate (Hills)