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Het ontwerpen van een industriële distributiestrategie. De functionele benadering

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  • P. François
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    In dit artikel bespreekt de auteur de toepassing van een klantgerichte methode voor het uitstippelen van een distributiestrategie voor industriële producten. Deze methode is de functionele benadering, en is gebaseerd op het verzamelen en analyseren van gegevens m.b.t. de eisen die kopers stellen aan een aantal servicedimensies. De methode wordt toegepast op de markt van de agri-chemicals. Verschillende distributiestrategieën worden geëvalueerd a.d.h.v. simulaties van het keuzeproces: een strategie wordt gekozen door een respondent indien aan elke eis gesteld door deze respondent wordt voldaan. De resultaten tonen aan dat respondenten specifieke eisen hebben, en dat sommige strategieën duidelijk domineren.

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    Article provided by KU Leuven, Faculty of Economics and Business, Review of Business and Economic Literature in its journal Review of Business and Economic Literature.

    Volume (Year): XLVIII (2003)
    Issue (Month): 3 ()
    Pages: 431-450

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    Handle: RePEc:ete:revbec:20030304
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