Marketing Channel Management: An Instructor's Manual

Marketing Channel Management: An Instructor's Manual

Marketing Channel Management: An Instructor's Manual

Marketing Channel Management: An Instructor's Manual

Synopsis

This text is designed to give the reader an understanding of market structures, product and market management, advertising, product promotion, pricing strategies, as well as competitive analysis, forecasting, and business planning. It leads the student to an understanding of what comprises the channel structure and the options available to develop it. The text features examples and illustrations to aid in the understanding of unfamiliar concepts. These are drawn from the world of business which gives this book practical and realistic applications. Important pedagogical features include discussion questions following each chapter and an instructor's manual to aid in the presentation of the material in the classroom (see the Instructor's Manual at http: //www.greenwood.com/mccalley).

Excerpt

After teaching this subject for several years at Arizona State University and using various textbooks, two reasons led me to write my own book. the first reason was because I could not find a text that was suitable for students with limited exposure to marketing topics. Second, I wanted a text that would present the subject in a way that would prepare students to apply what they learned in the classroom directly to the workplace. the major issue that encompassed all of my reasons to write a new text was to unite physical distribution and marketing, with the emphasis on marketing actions and objectives. No matter how distribution is structured in the channel, it exists only as a facilitating function for completing the marketing objective.

Using the Textbook

This text is written to accommodate three lecture hours per week for a fourteen week semester, a ten week term or even a six week course of study. in this manual, the instructor is provided with chapter openings that encourage unique student participation exercises to demonstrate the objectives of the chapter. in addition, many examples are provided for the instructor to use that will highlight major subjects within the chapters. This additional information, found under the title, 'Instructors Emphasis by Topic Heading,' is not found in the text. It is offered to provide for selective customizing by the instructor. For special reading . . .

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