|
所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketingchannelfunctions
课程评论：没有评论
课程名称：营销渠道功能 课程概述：本课程非常适合目前在咨询和战略、工业销售与采购、市场管理、创业和商业发展等领域工作或寻求机会的人士。课程将涵盖渠道功能的概念，即设计市场路径的供应侧。渠道功能是渠道成员必须提供的必要活动，以创造客户所需的渠道效益。您将学习一种量化渠道功能的框架，并最终如何以此作为确定渠道成员工作负荷和薪酬的基础。课程最后一个练习将考虑如何实现运输效益的货币化，以及如何将所需的渠道效益与必要的供应侧活动进行对齐。 课程大纲： 1. **营销渠道功能**：定义渠道功能的范围和重要性，即协调渠道系统中各参与者所需的活动和过程。 2. **建立市场路径：CEMEX案例**：该案例提供了实践应用前面讨论的渠道效益和功能框架的机会。 3. **渠道对齐与优化**：定义渠道框架中的需求与供应之间的差距，并提供示例和市场背景下的应用。
Name:MARKETING CHANNEL FUNCTIONS
Description:This module will define the scope and importance of channel functions, or activities and processes needed to coordinate the players in a channel system.
Name:BUILDING ROUTES TO MARKET: THE CEMEX CASE
Description:This case provides opportunity for practical application of the channel benefit and functions framework discussed thus far.
Name:CHANNEL ALIGNMENT AND OPTIMIZATION
Description:Defines demand and supply side gaps in the channel framework and provides examples and application to a marketplace context.
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 cover the concept of channel functions, or the supply side of designing routes to markets. Channel functions are the necessary activities that channel members must provide in order to create the channel benefits that customers desire. You will learn a framework that quantifies channel functions and ultimately, how to use them as the basis for determining channel member work loads and compensation. A final exercise considers how to monetize shipping benefits and align the channel benefits demanded with the necessary supply side activities.
