CHAP11-14解说.ppt

Chapter 11Global Marketing Channels and Physical Distribution Channel Objectives Channels are made up of a coordinated group of individuals or firms that perform functions that add utility to a product or service渠道是由一组相互协作的个人或公司构成，（它们）履行为产品或服务增加效用的功能 ---American marketing association Channel Objectives Marketing channels exist to create utility for customers p296-297 Place utility地点效用- availability of a product or service in a location that is convenient to a potential customer 产品或服务在潜在顾客方便到达的地点容易得到 Time utility 时间效用- availability of a product or service when desired by a customer 产品或服务在顾客需要时可以得到 Form utility形式效用 - availability of the product processed, prepared, in proper condition and/or ready to use经加工的，准备好了的，处于适用状态的产品容易得到 information utility 信息效用- availability of answers to questions and general communication about useful product features and benefits顾客对产品特征和利益的问题能得到解答和沟通 Customer preference must be carefully determined because there is as much danger to the success of a marketing program from creating too much utility as there is from creating too little.必须认真地确定顾客的偏好，因为创造太多的效用跟创造太少的效用一样，都会危及营销项目的成功。 Distribution Channels: Terminology and Structure P297 Distributor 分销商 Wholesaler批发商 Retailer 零售商 Agent代理商 Dealer 经销商 Broker 经纪人 Consumer Products P298 Industrial Products P301 Comparison: Consumer channels tend to exhibit more variety and be longer (have more intermediaries) compared with industrial channels. 与工业品渠道相比，消费品渠道趋于表现出更多样化以及更长（有更多的中间商）。 There are typically more customers for retail products than for industrial goods Consumers purchase smaller quantities on a more frequent basis Industrial products are relatively expensive and complicated, and require more after sale service. Working with Channel Intermediaries P301-303 The importance of channel decisions： Channel decisions typically involve long-term legal commitments and obligations to various intermediaries渠道决策涉及对各种各样的中间商的长期法律承诺和义务 Such commitments are often extremely expens