tailieunhanh - Ebook Marketing an introduction (13th edition): Part 2

(BQ) Part 2 book "Marketing an introduction" has contents: Marketing channels - delivering customer value; engaging customers and communicating customer value - advertising and public relations; personal selling and sales promotion; the global marketplace,.and other contents. | Find more at Part 1: Defining Marketing anD the Marketing Process (chaPters 1–2) Part 2: UnDerstanDing the MarketPlace anD cUstoMer ValUe (chaPters 3–5) Part 3: Designing a cUstoMer ValUe-DriVen strategy anD Mix (chaPters 6–14) Part 4: extenDing Marketing (chaPters 15–16) 10 Marketing channels chaPter roaD MaP Delivering customer Value objective outline objectiVe 10-1 explain why companies use marketing channels and discuss the functions these channels perform. Supply Chains and the Value Delivery Network (328–329); The Nature and Importance of Marketing Channels (329–331) objectiVe 10-4 explain how companies select, motivate, and evaluate channel members. Channel Management Decisions (343–346); Public Policy and Distribution Decisions (347) objectiVe 10-2 Discuss how channel members interact and how they organize to perform the work of the channel. Channel Behavior and Organization (332–339) objectiVe 10-5 Discuss the nature and importance of marketing logistics and integrated supply chain management. Marketing Logistics and Supply Chain Management (347–354) objectiVe 10-3 identify the major channel alternatives open to a company. Channel Design Decisions (339–343) Previewing the concepts We now look at the third marketing mix tool—distribution. companies rarely work alone in creating value for customers and building profitable customer relationships. instead, most are only a single link in a larger supply chain and marketing channel. as such, a firm’s success depends not only on how well it performs but also on how well its entire marketing channel competes with competitors’ channels. the first part of this chapter explores the nature of marketing channels and the marketer’s channel design and management decisions. We then examine physical distribution—or logistics—an area that has grown dramatically in importance and sophistication. in the next chapter, we’ll look more closely at two major channel intermediaries: retailers