Session 14 Distribution Channel Designing and Management

Time required: 2 hours
Objectives & Requirements
　　Be aware of
　　• roles of distribution channels
　　• the channel design process
　　• management of channel system
Essential Concepts
　　• the roles of distribution channel
　　• Product Complexity Grid
　　• marketing channel functions
　　• flows in distribution channels
　　• Vertical Marketing System( VMS )
　　• alternatives of channel width
Text Chapter and Supplementary Materials
　　Chapter 12，Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: Question 1 (a – d)
　　Issues for Discussion:
　　1. What happened between Gome (国美) and Gree (格力)?
　　2. What’s the nature of their conflict?
　　3. Are there any better ways to solve the problem than as it was?
　　4. As a manufacturer, what should Gree do to get better control of the channel?
Case Analysis：
　　《三株公司 、固特异双渠道策略》（《当代营销学案例集》）

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