【正文】 美元， 10 年增長超過 5 倍。另一方面，沒有一定數(shù)量的消費(fèi)者感興趣，要獲得渠道的接受和支持也會(huì)十分困難。那些不顧地理差異而固守同樣銷售模式的零售商，如 Eddie Bauer、瑪莎百貨和沃爾瑪在進(jìn)入新市場(chǎng)時(shí)，有時(shí)遇到了困難。其次，由于一直更關(guān)注企業(yè)市場(chǎng)，戴爾不得不艱難的試圖更有效的向消費(fèi)市場(chǎng)銷售。 那些經(jīng)營混合渠道的公司必須確保這些渠道可以很好的結(jié)合在一起，并且與每一個(gè)目標(biāo)顧客群最為匹配。對(duì)互聯(lián)網(wǎng)不熟練的顧客可以到前臺(tái)去叫店員來為他們下訂單。總是在相同的地方用相同的方式進(jìn)行購買。消費(fèi)者構(gòu)成在法德英三個(gè)市場(chǎng)的兩類零售商中有所不同：在法國，消費(fèi)者認(rèn)為服務(wù)和質(zhì)量更重要，在英國則是關(guān)系緊密型為主，而在德國是價(jià)格和價(jià)值型為主。它強(qiáng)調(diào)顧客在尋找什么解決方案，而非我們能賣給他們什么產(chǎn)品 。 需求鏈計(jì)劃可以幫助公司認(rèn)識(shí)到一些問題。然而在大多數(shù)長河中，公司遠(yuǎn)沒有達(dá)到真正的綜合性 ERP 系統(tǒng)的標(biāo)準(zhǔn)水平。它們邀請(qǐng)軟件公司，諸如 SAP 和甲骨文（ Oracle）公司設(shè)計(jì)綜合性企業(yè)資源計(jì)劃，管理現(xiàn)金流、生產(chǎn)、人力資源、采購和其他處于同一個(gè)完整框架中的功能塊。奔 邁公司（ Palm Inc.）是著名的掌上電腦制造商。然而，公司應(yīng)該首先選好目標(biāo)市場(chǎng)，然后再從目標(biāo)市場(chǎng)那一點(diǎn)開始向后涉及供應(yīng)鏈，這被稱為需求鏈計(jì)劃。在所有渠道收集信息，在低成本渠道購買，但也會(huì)利用高接觸渠道的顧客支持。與產(chǎn)品存在細(xì)分市場(chǎng)一樣，使用多種不同類型的渠道的營銷者必須意識(shí)到，在購買過程中，不同的消費(fèi)者有著不同的需要。 REI商店提供一種體驗(yàn)，而不僅是銷售產(chǎn)品。與戴爾相反，惠普使用銷售人員向大客戶銷售，使用電話銷售向中等客戶銷售，使用直郵的方式向小客戶銷售，零售商也向小客戶銷售，同時(shí)使用互聯(lián)網(wǎng)出售專門產(chǎn)品。但是2021 年 公司遇到了一系列問題導(dǎo)致了股價(jià)的快速下跌。 國際市場(chǎng)會(huì)產(chǎn)生獨(dú)特的挑戰(zhàn)。 頂級(jí)營銷公司，如可口可樂、因特爾和耐克，能夠技巧性的使用推進(jìn)和拉動(dòng)戰(zhàn)略。看看 sepracor 公司為助眠藥 lunesta 所做的廣告：一個(gè)灰綠色的月亮小精靈在一個(gè)寧靜的睡眠者的頭周圍飄舞。 在管理中間商的 時(shí)候，公司必須決定將多上精力分別用于推進(jìn)和拉動(dòng)戰(zhàn)略。營銷渠道不僅僅是服務(wù)于 市場(chǎng)，他們更要?jiǎng)?chuàng)造市場(chǎng)。他們是一個(gè)產(chǎn)品或服務(wù)在生產(chǎn)以后經(jīng)過的一系列途徑，從而使產(chǎn)品或服務(wù)經(jīng)過銷售到達(dá)最終使用者手中。 An even broader view sees a pany at the center of a value worka system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings. A value work includes a firm39。s Web site. Less Intersavvy customers can even get clerks to place the order for them at the checkout counters. REI has been lauded by industry analysts for the seamless integration of its retail store, Web site, Inter kiosks, mailorder catalogs, valuepriced outlets, and tollfree order number. And REI not only generates storetoInter traffic, it also sends Inter shoppers into its stores. If a customer browses REI39。t help, but selfinflicted damage from an ultraefficient supply chain model that squeezed costsand qualityout of customer service was perhaps the most painfuL Managers evaluated calf center employees primarily on how fong they stayed on each calfa recipe for disaster as scores of customers felt their problems were ignored or not properly handled. Alack of Ramp。 in urban areas, with limitedline merchants. In one part of the country, it might grant exclusive franchises。s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users. Push strategy is appropriate where there is low brand loyalty in a category, brand choice is made in the store, the product is an impulse item, and product benefits are well understood. In a pull strategy the manufacturer uses advertising, promotion, and other forms of munication to persuade consumers to demand the product from intermediaries, thus inducing the intermediaries to order it. Pull strategy is appropriate when there is high brand loyalty and high involvement in the category, when consumers are able to perceive differences between brands, and when they choose the brand before they go to the store. For years, drug panies aimed ads solely at doctors and hospitals, but in 1997 the FDA issued guidelines for TV ads that opened the way for pharmaceuticals to reach consumers directly. This is particularly evident in the burgeoning business of prescription sleep aids. SEPRACOR INC. The increased use of prescription sleep aids is due not so much to an increase in the number of insomniacs, as to the billions of dollars the drug panies re spending on print and TV advertising. Consider Sepracor39。 they are called merchants. Othersbrokers, manufacturers39。 they are called agents. Still otherstransportation panies, independent warehouses, banks, advertising agenciesassist in the distribution process but neither take title to goods nor negotiate purchases or sales。t sleep (which can range from simple stress to serious illness). Proponents of such ads say that in an era of managed care and shortened doctor visits, ads educate patients and spark important conversations with doctors. Although the 3 pharmaceutical industry is unlikely to pUll back, BristolMyers Squibb Co. has won some kudos for voluntarily banning ads during the first year new drugs are on the markets. Top marketing panies such as CocaCola, Intel, and Nike skillfully employ both push and pull strategies. Marketing activities directed towards the channel as part of a push strategy are more effective when acpanied by a welldesigned and wellexecuted pull strategy that activates consumer demand. On the other hand, without at least some consumer interest, it can be very difficult to gain much channel acceptance and support. Channel Development A new firm typically starts as a local operation seIling in a fairly circumscribed