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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketingchannelbenefits
课程评论：没有评论
课程名称：营销渠道利益 课程概述：本课程适合那些从事咨询与战略、工业销售与采购、市场管理、创业及商业发展等领域的个人。课程将引导您了解渠道利益的概念，重点探讨客户的购买偏好。这是设计市场通路的需求端的关键第一步。您将学习客户最常期望的渠道利益，以及如何量化和权衡这些利益，以创造多种战略选择。 课程大纲： 1. **简介**：本模块将定义营销渠道在公司市场通路战略中的范围和重要性。将以非洲口服补液盐的分配案例为例，探讨渠道策略师在权衡、目标和实际解决方案方面所采用的方法。该模块还将概述课程结构、制定渠道战略的通用框架、解决市场通路问题的方法和课程内容的组织。建议下载阅读部分的幻灯片，以便进行标注并跟随视频讲座。 2. **爆炸性渠道价值**：在本节中，我们将探讨营销渠道策略如何成为价值来源，通过识别新客户群体或增加现有客户的购买来带动收入增长。一系列示例将说明创新的市场通路如何产生爆炸性价值，以及如何制定差异化的产品-渠道组合，从而成为竞争优势的基础。 3. **渠道利益**：本模块概述了最常见的渠道利益及其估值差异。通过案例示例，说明这些偏好如何驱动关键的渠道决策，例如商超是否应为客户提供在线渠道。 4. **审计利益**：在本节中，将展示如何使用渠道利益审计工具来指导渠道解决方案和资源优先级。渠道利益审计对于决策定位、定价和竞争优势至关重要。 通过本课程，您将能够深入理解客户的需求，并使用科学的方法来优化市场通路策略，为企业创造更大的价值。
Name:INTRODUCTION
Description:This module will define the scope and importance of marketing channels in the firm's route-to-market strategy. A case example involving distribution of oral rehydration salts in Africa will be used as an example of the trade offs, objectives, and practical solutions that a channel strategist would employ. This module will also overview the course structure and the general framework for developing your channel strategy, solving route-to-market problems, and the organization of the course content. Begin by downloading the slide deck in the reading section to annotate and follow along with the video lecture.
Name:EXPLOSIVE CHANNEL VALUE
Description:In this session, we will consider how marketing channel strategy can be a source of value, leading to revenue growth via the identification of new customer segments or intensifying existing segment purchases. A series of examples will illustrate how innovative routes-to-market can result in explosive value and differentiated product-channel offerings that can become the basis of competitive advantage.
Name:CHANNEL BENEFITS
Description:Overviews the most common channel benefits desired and valuation differences. Provides a case example of how these preferences can and should drive key channel decisions, like whether a grocer should offer an online channel to customers.
Name:AUDITING BENEFITS
Description:This session will illustrate how to use a channel benefit audit tool to guide channel solutions and resource priorities. The channel benefit audit is fundamental to informing decisions around positioning, pricing, and competitive advantage.
This course is ideal for individuals who currently work in or are targeting opportunities in consulting and strategy, industrial sales and buying, marketing management, entrepreneurship, and business development. This course will introduce you to the concept of channel benefits, which focuses on HOW customers want to buy. This is a critical first step and represents the demand side of designing routes to markets. You will learn which channel benefits are most commonly desired by customers. Finally, you will gain frameworks for how to quantify and tradeoff these benefits so as to create a range of strategic options.
