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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketingchannelgovernance
课程评论：没有评论
课程名称：营销渠道治理 概述：本课程非常适合目前在咨询与战略、工业销售与采购、营销管理、企业家精神和业务发展领域工作或寻求机会的个人。通过本课程，您将获得分析各种商业关系类型所需的温暖/友谊/社交化水平的框架。此外，您将了解在亚马逊及其他有第三方转售商的平台上分销的利弊。您将通过一位演讲嘉宾介绍的名为Inxeption的初创公司，接触到新的B2B交流平台。最后，您将了解到多渠道进入市场如何为下游客户创造更高的价值。 课程大纲： 第一部分：渠道关系管理 描述：本模块解释了与渠道合作伙伴可能形成的各种关系类型，并提供了一个理解何时以及何处适合密切合作关系的框架。 第二部分：灰色市场：Ripple Rug猫诈骗案例 描述：本模块及下一个模块讨论在亚马逊上做生意时可能面临的问题。尽管在亚马逊上销售有可能促进业务增长（见Weisser视频），但并不是每个人的经历都那么顺利。本模块将通过案例研究Ripple Rug猫诈骗介绍在亚马逊上销售的阴暗面，即灰色市场的概念。 第三部分：第三方平台的分销策略 描述：本小组讨论概述了公司在第三方平台（如亚马逊）上分销时面临的主要挑战。 第四部分：多渠道管理 描述：本模块解释了公司可能同时使用的多种市场进入路线，以及创建和维护这些路线所面临的挑战。
Part: 1
Title:MANAGING CHANNEL RELATIONSHIPS
Description:This module explains the types of relationships that are possible with channel partners and provides a framework for understanding when and where close partnering relationships are appropriate.
Part: 2
Title:GRAY MARKETS: THE RIPPLE RUG CAT SCAM CASE
Description:This module and the next addresses issues related to doing business on Amazon. Although selling on Amazon has the potential to grow your business (see the Weisser video), everyone does not have as great an experience. This module will introduce you to the dark side of selling on Amazon: the concept of gray markets via a case study, the Ripple Rug Cat Scam.
Part: 3
Title:DISTRIBUTION STRATEGIES FOR THIRD PARTY PLATFORMS
Description:This panel discussion overviews the key challenges that firms face when distributing on a third party platform such as Amazon.
Part: 4
Title:Multichannel Management
Description:This module explains the various routes to market that firms might use simultaneously as well as the challenges associated with creating and maintaining them.
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. In this course you will gain a framework for analyzing how much warmth/friendship/socialization is needed for a range of business relationship types. You will also be introduced to the benefits and drawbacks of distributing on Amazon and other third party platforms in which third party resellers are present. You will be exposed to new platforms for B2B exchange via a guest speakers' presentation of a startup called Inxeption. Finally, you will be exposed to how multichannel routes to market can create superior value for downstream customers.
