《英文市场营销课件-CHAP12》.ppt

E-Marketing 4/EJudy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 12: The Internet for Distribution Chapter 12 Objectives After reading Chapter 12 you will be able to: Describe the three major functions of a distribution channel. Explain how the Internet is affecting distribution channel length. Discuss trends in supply chain management and power relationships among channel players. Outline the major models used by online channel members. Highlight how companies can use distribution channel metrics. The Dell Story Dell is the number one notebook and desktop PC maker in the world. Dell utilizes a direct-distribution model to sell about $40 million per day online. Wholesalers and retailers are eliminated. Through its direct channel, Dell directly monitors its customers’ needs. Dell handles 10,000 customer communications per day. The Dell Story, cont. Dell operates in both the B2B and B2C environments. Maintains 60,000 custom Web storefronts for major corporate buyers. Allows online customers to build their own systems and uses the information to guide new product development. Dell has a tightly coordinated supply chain that sells in 104 country markets. Have you (or has someone you know) benefited from Dell’s mass customization strategy? Distribution Channel Overview A distribution channel is a group of interdependent firms that transfer product and information from the supplier to the consumer. Producers Intermediaries Buyers Each channel member performs some of the marketing functions. Types of intermediaries Wholesalers buy products from the manufacturer and resell them to retailers. Brokers facilitate transactions between buyers and sellers. Agents may represent either the buyer or seller. Manufacturers’ agents represent the seller. Purchasing agents represent the buyer. Channel Length and Functions Channel length refers to the number of intermediaries between the supplier and the consumer. Direct-distribution channels have no intermediaries. Indirect c