營銷(pdf 8頁)

Channel
con?ict:
When is it
dangerous?
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……
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