ppt课件-global marketing channelsand physical distribution(全球营销channelsand物理分布).pptVIP

ppt课件-global marketing channelsand physical distribution(全球营销channelsand物理分布).ppt

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Global Marketing Channels and Physical Distribution Chapter 12 Channel Objectives Place utility Time utility Form utility Information utility These utilities can be a basic source of competitive advantage and comprise an important element of the firm’s overall value proposition. Most Effective Channel Arrangement Distribution Channels Business-to-Consumer marketing Direct transaction Business-to-Business marketing Indirect Transaction Distributor A wholesale intermediary that typically carries product lines or brands on a selective basis Agent An intermediary who negotiates transaction between two or more parties but does not take title to the goods being purchased or sold Marketing Channel Alternatives: Consumer Products Marketing Channel Alternatives: Industrial Products Establishing Channels and Working with Channel Intermediaries Direct Involvement Can entail considerable expense Requires a lot more management involvement Not beneficial for the company Indirect Involvement Consist of involvement with distributors Long-term commitment Cherry Picking The practice of accepting orders only from manufacturers with established demand for products and brands Global Retailing Crossing national boundaries Not new International trading Retail store operation Retail stores Amount of square feet/floor space Level of service offered Width/depth of product offerings Retail Store Categories Department Stores Specialty Retailers Supermarkets Convenience Stores Discount Stores Hypermarkets Category Killers Outlet Stores Cross-Boarder Retailing Great deal of caution What are the advantages? Innovation JC Penney Global Retailing Categories Global Retailing Market Entry Strategy Framework Organic Growth Franchising Acquisition Joint Ventures * * Target Market Location Information requirements Preferences for service Price Sensitivity *

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