市场管理原版教材8.pptx

Chapter 8Selecting andManaging Marketing ChannelsUnrestrictedPart 1The Nature of Marketing Channels1. Definition of Marketing ChannelMarketing channel can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption3. How a Distributor Reduces theNumber of Channel Transactions1B. Number of contacts with a distributorM x C = 3 + 3 = 64Store2563= Manufacturer= Distributor= Customer4. Distribution Channel FunctionsInformationTransferCommunicationPaymentsNegotiationPhysicalDistributionOrderingRisk TakingFinancingManufacturerConsumer0-level channelManufacturerRetailerConsumer1-level channel?MfgWholesalerRetailerConsumer2-level channel??MfgWholesalerJobberRetailerConsumer3-level channel????5.Consumer Marketing ChannelsIndustrialdistributorsConsumerManufacturerManufacturer’srepresentativeManufacturer’ssales branch6.Industrial Marketing ChannelsPart 2Channel-Design Decisions1. Customers’ Desired Service LevelsLot sizeWaiting timeSpatial convenienceProduct varietyService backup2.Establish the Channel Objectives and ConstraintsProduct characteristicsmiddlemen characteristicscompetitive characteristicscompany characteristicsenvironment characteristics 3. Identifying the Major Channel Alternatives(1) Number of intermediaries:--intensive distribution--selective distribution--exclusive distribution(2) Terms and Responsibilities of Channel MembersPrice policycondition of saleterritorial rightmutual service and responsibilities4. Evaluating the Major Channel AlternativesEconomic criteriacontrol criteriaadaptive criteriaManufacturer’s sales agencyCompanysales forceSellingcosts(dollars)SBLevel of sales (dollars)Break-Even Cost ChartPart 3Channel- Management DecisionTrainingMotivatingFEEDBACKEvaluatingChannel Management DecisionsSelectingPart 4Channel Dynamics 1. Types of Vertical Marketing SystemsAdministeredLeadership is Assumed by One ora Few Dominant MembersContractualContractual Agreement AmongChannel Me