Chapter IX Distribution市场营销 分销.ppt

* * Channel Design Decisions Analyze consumer needs Evaluate major alternatives Set channel objectives Identity major alternatives Marketing Major Channel Alternatives Types of intermediaries Company sales force 公司销售人员 Manufacturer’s agency 制造商的代理人 Industrial distributors 工业经销商 Marketing Major Channel Alternatives 最近戴尔通过它成熟的电话和互联网营销渠道向终端的消费者和企业用户销售电脑。同样通过直销团队向大型企业、机构和政府部分销售电脑。但是，为了争取更多的消费者并且同惠普这样的竞争者竞争，戴尔也通过零售商，像百思买、史泰博和沃尔玛进行销售。同样通过为中小型的企业用户的特殊要求量身打造计算机系统和应用程序的“增值”分销商、独立经销商和分销商进行非直接销售。 Number of Intermediaries Exclusive Selective Intensive 8-* Market Exposure Strategies Selective Exclusive = number of outlets Intensive 8-* 不同渠道宽度下的市场覆盖面 Market Exposure Strategies Selective Exclusive = number of outlets Intensive Marketing Major Channel Alternatives Responsibilities of channel members Price policies Conditions of sale Territorial rights Specific services Marketing Case in Point: Glee Why did Glee withdraw from Guomei? Is the withdrawal satisfactorily justified? Do you have any suggestion for Glee in solving its dispute with Guomei? Marketing Case in Point: Sinopec What are the problems with the former responsibility assigned to different levels of channel members? What are the measures taken by Sinopec to solve these problems? Marketing Case in Point: Louis Vuitton in Guangzhou Marketing Case in Point: BMW in Guangzhou Case in Point: Buick in Guangzhou Marketing Channel Management Decisions Selecting channel members Managing motivating channel members Evaluating channel members Marketing Case in Point: Wahaha What measures have been taken to motivate channel members and ensure effective management of the distribution channel? Please make comments on Wahaha’s channel decisions. Marketing Marketing Logistics Also called physical distribution, the tasks involved in planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit.