市场营销Chap010.pptVIP

Marketing Intermediaries, Direct Marketing, Indirect Channels , Intensive Distribution, Selective Distribution, Exclusive Distribution, Total Distribution Cost, Channel Flexibility, Relationship Marketing , Administered Systems, Contractual Systems, Corporate Systems, Mass Merchandisers, Specialty Stores, Convenience Stores, Catalogs and Direct Mail, Vending Machines, Electronic Exchange Distribution Strategy McGraw-Hill/Irwin ?2009 The McGraw-Hill Companies, All Rights Reserved Click to edit Master title style Click to edit Master text styles 1-* Chapter 10 Key Terms Channels of Distribution A channel of distribution is the combination of institutions through which a seller markets products to the user or ultimate consumer Direct channel or direct marketing – Without the use of other intermediaries Indirect channels – With one or more intermediaries Marketing Intermediaries Middleman – independent link between producers and consumers Merchant middleman – actually buys goods and takes title/ownership Agent – business unit that negotiates purchases and sales but does not take ownership Wholesaler – a merchant who primarily stores and handles goods in large quantities Retailer – merchant middleman who sells to final consumers Broker – middleman who serves as a go-between for the buyer and seller Marketing Intermediaries Manufacturer’s agent – an agent who operates by contract serving a geographic territory Distributor – wholesale middleman in lines with selective or exclusive distribution Jobber – a middleman who buys from manufacturers and sells to retailers Facilitating agent – a firm that performs distribution tasks other than buying, selling and transferring Major Functions Performed in Channels of Distribution Channels of Distribution Conventional Channels of Distribution of Consumer Goods Channels of Distribution Conventional Channels of Distribution for Organizational Goods Selecting Channels of Distribution In either the presence or the absence of a