ppt课件-chapter4 supply- side channel analysis channel structureand（第4章-侧槽分析通道structureand供应）.pptVIP

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ppt课件-chapter4 supply- side channel analysis channel structureand（第4章-侧槽分析通道structureand供应）.ppt

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FIGURE 1-4: ORGANIZATION OF THE TEXT Channel Design Process: SEGMENTATION: Chapter 2 ? Decisions About Efficient Channel Response: CHANNEL STRUCTURE: Chapter 4 SPLITTING THE WORKLOAD: Chapter 3 DEGREE OF COMMITMENT: Chapters 8, 9 GAP ANALYSIS: Chapter 5 Channel Management Process: CHANNEL CONFLICT: Chapter 7 MANAGE/DEFUSE CONFLICT: Chapters 6, 7, 8, 9, 10 GOAL: Channel Coordination CHANNEL POWER: Chapter 6 INSIGHTS FOR SPECIFIC CHANNEL INSTITUTIONS: Chapters 11, 12, 13 Chapter 4Supply-Side Channel Analysis: Distribution Intensity and Vertical Restraints Key Topics for Ch. 4 Decision Process Flow Chart 2. Three Elements of Channel Structure a) Ownership/Function b) Intensity: Market Coverage Issue: Selectivity Versus Assortment c) Level (or Length) 3. Using Dual-Multiple Channels Use intermediaries? Is demand for assortment/variety low? Do we have capability to sell direct? Can an independent channel member perform flow(s) at lower cost? What is the value placed on control of the processes? No Yes Sell Direct What type(s) of intermediaries to use? Non-Retail Intermediaries What channel flows do we want to outsource? Who is willing and available in the target market who can perform the desired flows? Is there synergistic value in allocating multiple flows to one intermediary? Retail Intermediaries What flow(s) does the retailer need to perform? What retailers are willing and available in the target market and can perform the desired flows? How do target end-users currently buy in this category? Which specific intermediary(ies) to use? How costly is it to use each retail intermediary? Who is likely to be the most committed and cooperative channel partner to perform each desired flow? Create Channel Structure DECISION PROCESS: WHO SHOULD BE A CHANNEL MEMBER? D 100% Brand Market Share Extent of Distribution Coverage for a Brand (% of all Possible Outlets) A “normal” expectation B C 100% SAMPLE REPRESENTATION OF THE COV