Kapitel 6 Distributionspolitik - mdannenberg.de
Kapitel 6 Distributionspolitik - mdannenberg.de
Kapitel 6 Distributionspolitik - mdannenberg.de
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Lehrveranstaltung „Marketing“<br />
<strong>Kapitel</strong> 6 <strong>Distributionspolitik</strong><br />
<strong>Kapitel</strong> 6.4 Direkt Marketing<br />
Direct Marketing Channels<br />
Online Online<br />
Marketing<br />
Kiosk Kiosk<br />
Marketing<br />
Direct-Response<br />
TV TV Marketing<br />
Lehrveranstaltung „Marketing“<br />
<strong>Kapitel</strong> 6 <strong>Distributionspolitik</strong><br />
<strong>Kapitel</strong> 6.4 Direkt Marketing<br />
Channel-Design Decisions<br />
Face-to-Face<br />
Selling Selling<br />
• Push strategy<br />
• Pull strategy<br />
• Designing a channel system involves four steps:<br />
• Analyzing customer needs<br />
• Establishing channel objectives<br />
• I<strong>de</strong>ntifying major channel alternatives<br />
• Evaluating major channel alternatives<br />
• Analyze Customers’ Desired Service Output Levels<br />
• Lot size<br />
• Waiting time<br />
• Spatial convenience<br />
• Product variety<br />
• Service backup<br />
• Establish Objectives and Constraints<br />
• I<strong>de</strong>ntify Major Channel Alternatives<br />
• Types of Intermediaries<br />
• Number of Intermediaries<br />
• Exclusive distribution<br />
• Exclusive <strong>de</strong>aling<br />
• Selective distribution<br />
• Intensive distribution<br />
• Terms and Responsibilities of Channel Members<br />
• Price policy<br />
• Conditions of sale<br />
• Distributors’ territorial rights<br />
• Evaluate the Major Alternatives<br />
• Economic Criteria<br />
Telemarketing<br />
Direct-Mail<br />
Marketing<br />
Catalog<br />
Marketing<br />
Seite 91<br />
Seite 92<br />
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