MARKETING CHANNELS AND WHOLESALING（营销渠道和批发）.PDFVIP

C H A P T E R S I XT E E N MARKETING CHANNELS AND WHOLESALING Irwin/McGraw-Hill Irwin/McGraw-Hill MARKETING, 6/e BERKOWITZ KERIN HARTLEY RUDELIUS MARKETING, 6/e © The McGraw-Hill Companies, Inc., 2000 AFTER READING THIS CHAPTER YOU SHOULD AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: BE ABLE TO: • Explain what is meant by a marketing channel of distribution and why intermediaries are needed. • Recognize differences between marketing channels for consumer and industrial products and services. • Describe the types and functions of firms that perform wholesaling activities. Irwin/McGraw-Hill MARKETING, 6/e BERKOWITZ KERIN HARTLEY RUDELIUS MARKETING, 6/e © The McGraw-Hill Companies, Inc., 2000 AFTER READING THIS CHAPTER YOU SHOULD AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: BE ABLE TO: • Distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems. • Describe factors considered by marketing executives when selecting and managing a marketing channel, including channel conflict and legal restrictions. Irwin/McGraw-Hill MARKETING, 6/e BERKOWITZ KERIN HARTLEY RUDELIUS MARKETING, 6/e © The McGraw-Hill Companies, Inc., 2000 PP16-AAa Gateway: Adding high touch to high tech marketing PP16-AAa Gateway: Adding high touch to high tech marketing channels channels • Just when conventional wisdom says that virtual stores will replace the brick-and- mortar kind, the world’s second largest direct marketer of personal compute