Chp_12.pptVIP

Logistics cont. Customer service and transactional variables PRINCIPLES OF MARKETING Marketing Channels Chapter 12 Defining marketing channels定义营销渠道 A marketing channel is a structure that links a group of individuals or organisations through which products/services are made available to the consumer or industrial user. The structure of channels can vary depending on the type of market, the needs of the end consumer, and the type of product. 一个营销渠道是一种结构,连接的一组个人或组织通过它的产品/服务是提供给消费者和工业用户。 渠道结构取决于类型的市场,消费者的需求,最后的类型和产品。 Intermediaries中介机构 Play an important role in increasing efficiency and reducing costs. There are several different types of intermediary who come together to create different kinds of distribution channels between manufacturer and consumer. Each intermediary adds a margin to the price of the goods handled. Different functions are performed by the different intermediaries. Not all intermediaries necessarily take legal title or physical possession of the goods. 发挥重要的作用,在提高效率,降低了成本。 有许多不同种类的中介一起来创造不同类型的分销渠道的制造商和消费者之间。 每一个中介添加一个边缘到货物价格的处理。 不同的功能都由不同的中介。 并不是所有的中介机构必然采取合法的所有权或物理拥有这些货物。 Types of intermediary Wholesalers - do not normally deal with the end consumer instead deal with other intermediaries, usually retailers. Exception to this is in the B2B market. Retailers - sell direct to the consumer and may purchase direct from the manufacturer or wholesaler. 批发商-通常不处理消费者而不是最后处理其他中介机构,通常的零售商。例外的是这在B2B的市场。 零售商-直接卖给消费者,并可能购买直接从制造商或批发商。 Types of intermediary cont. 中介非饱和土的类型。 Distributors and dealers - add value through services associated with stocking or selling inventory, credit and after sales service. Franchises hold contracts to supply and market a product/service to the blueprint of the franchisor. Agents and brokers have legal authority to act on behalf of the manufacturer without taking legal title to the goods or handling the products directly. 代理商及经销商通过服务——增加价值联系在一起的长统袜或销售库存、信贷和售后服务。 特许经营合同,供应和市场举行的产品/服务的特许人的蓝图。 代理商和经纪人有法律权力制造商的代表没有采取法律