中山大学吴柏林教授 “广告学原理”绝密资料_kotler14exs.pptVIP

Chapter 14 Designing and Managing Value Networks and Marketing Channels Objectives Identify value networks and marketing-channel systems. Learn the type of work performed by marketing channels. Understand the decisions companies face in designing, managing, evaluating, and modifying channels. Objectives Identify trends taking place in channel dynamics. Learn how channel conflict can be managed. Value Networks and Marketing Channel Systems A Value Network is a system of partnerships and alliances used by a firm to source, augment, and deliver its product or service offerings. Intermediaries that help get the product from manufacturer to consumer or end users form the Marketing Channel(s). Work Performed by Channels Producers establish marketing channels for a variety of reasons: Producers lack financial resources necessary for direct marketing Direct marketing is not feasible for many offerings Using channels frees money for investment in main business Intermediaries are more efficient Work Performed by Channels Channel members perform a number of key functions: Forward flow functions: Develop / disseminate communication Store and move the physical products Oversee transfer of ownership Backward flow functions: Place orders with manufacturers Facilitate payment of bills Work Performed by Channels Other key functions performed by channel members include those that flow both ways: Forward and backward flow functions: Gather information Negotiate price and transfer of ownership Finance inventories Assume risk Work Performed by Channels Channel levels vary according to the number of intermediaries: Zero-level (direct marketing) channel One, two, and three-level channels Reverse flow channels Service sector channels use agencies and locations to access population to be served. Channel-Design Decisions Push vs. pull strategy Analyzing consumers’ desired service output levels Lot size, waiting time, product variety, spatial convenience, service backup Establishing obj