ch12Global_Marketing_Channels_and_Physical_Distribution(全球营销_沃伦·J·基坎;第四版)2方案.ppt

Global Marketing Channels and Physical Distribution Power Point by Kristopher Blanchard North Central University How Procter Gamble products successfully enter into the Chinese market ? main contents: 1.Distribution channels: 2.Establishing channels and working with channel intermediaries 3.Global retailing 4.Physical distribution,supply chains,and logistics management Definition: Distribution channels(分销渠道): P296 An organized network of agencies and institutions that,in combination,perform all the activities required to link producers with users to accomplish the marketing tasks. 促使产品或服务顺利地被使用或消费的一整套相互依存的组织 Marketing channels(营销渠道) Trade channels(贸易渠道) 营销渠道→ 分销渠道、销售渠道、渠道、通路、分配路线等 一条分销渠道是指某种货物或劳务从生产者向消费者移动时取得这种货物或劳务的所有权或帮助转移其所有权的所有企业和个人(它不包括供应商、辅助商等)。 一条市场营销渠道是指那些配合起来生产、分销和消费某一生产者的某些货物或劳务的一整套所有企业和个人。 Objectives: Marketing channels exist to create utility for customers Place utility(地点效能) : availability of a product or service in a location that is convenient to a potential customer Time utility(时间效能) : availability of a product or service when desired by a customer Form utility(形式效能) : availability of the product processed, prepared, in proper condition and/or ready to use Information utility(信息效能) : availability of answers to questions and general communication about useful product features and benefits （1）时间效能 　　 即营销渠道能够解决商品产需在时间上不一致的矛盾，保证了消费者的需求。 （2）空间效能 　　 即营销渠道能够解决商品产需在空间上不一致的矛盾。 （3）所有权效能 　　 即营销渠道能够实现商品所有权的转移。 消费者在家中能以最近的地点，以较快的时间获得所需的商品。商家也能在较短的时间内，根据消费者的个性化需要进行生产、进货，并在最近的地点、以最小的费用将货物送到消费者手中。 Structure: 1).terminology Distribution(分销) : the physical flow of goods through channels Channels(渠道) P296 : a coordinated group of individuals or firms that perform functions that add utility to a product or service Distributor (分销商)P297 : a wholesale intermediary(中间商) that typically carries product lines or brands on a selective basis Agent (代理商)P297 : an intermediary who negotiates transaction