營銷(pdf 8)

MANUFACTURERS TODAY sell
their products through a
dizzying array of channels,
from Wal-Mart to the World Wide
Web and everywhere in between. Since
most manufacturers sell through several
channels simultaneously, channels
sometimes ?nd themselves competing
to reach the same set of customers.
When this happens, channel con?ict
is virtually guaranteed. Such con?ict
almost invariably ?nds its way back to
the manufacturer.
Con?ict comes in many forms. Some
is innocuous ? merely the necessary
friction of a competitive business
environment. Some is actually positive
for the manufacturer, forcing out-of-date
or uneconomic players to adapt or
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