中山大学吴柏林教授“广告策划与策略”绝密资料CHAP13.pptVIP

Chapter 13 Objectives Describe what work is performed by marketing channels. Identify what decisions companies face in designing, managing, evaluating, and modifying their channels. Discuss trends in channel dynamics. List ways in which channel conflict can be managed. Key Functions ofChannel Members Gather information about customers, competitors, and other players Develop and disseminate communications Reach agreement on price and terms Place orders with manufacturers Acquire funds to finance inventories Assume risks Provide for product storage and movement Provide for buyers’ bill payments Oversee transfer of ownership Reducing the Number of Channel Transactions Reducing the Number of Channel Transactions Channel Levels Give examples of each of the following types of channels: Zero-level channel One-level channel Two-level channel Three-level channel Backward channel How can producers of services effectively use channels? Consumer Marketing Channels Industrial Marketing Channels Channel-Design Decisions Channel-Design Decisions: Service Output Channels Channel-Design: Selecting Intermediaries What types of intermediaries are available? Describe exclusive distribution, selective distribution, and intensive distribution. Define each of the following: Price policy Conditions of sale Distributors’ territorial rights Mutual services and responsibilities Evaluating Major Alternatives Each alternative must be evaluated by the following factors: Economic - decisions take into consideration general and specific economies Control - consideration is given to how much control is kept or relinquished Adaptive - lengthy commitments reduce spontaneity in the market Channel Management Decisions Types of Vertical Marketing Systems More Channels... Explain the following contractual VMS, then give specific examples: Wholesaler-sponsored voluntary chain Retailer-cooperatives Franchises How is a horizontal marketing system different from a vertical marketing system? When does