工商导论chapter4.pptVIP

review Chapter 3 Products and pricing Ⅰ products Ⅱ pricing Ⅰ products categories life cycle Products’ categories Products’ categories Product life cycle Ⅱ pricing Objectives Break-even point and equilibrium price Strategies Pricing Objectives Break-even point and equilibrium price Pricing strategies Everyday expressions 消费产品 Consumer products 工业产品 Industrial products 方便商品 convenience goods 货比三家后购买的商品 shopping goods 特色商品 specialty goods Everyday expressions Sales volume ,units sold销售量 Market share 市场份额 Unit price 单位售价 Total fixed costs 总固定成本 Variable costs 可变成本 Purchasing costs 采购成本 Skimming strategy 撇脂战略 Penetration strategy 渗透战略 Brand awareness 品牌认知 Brand identification 品牌标志 Everyday expressions 样品 prototype,sample,pilot model 分类 Fall，classify, divide, group into 产品生命周期 Product life cycle 促销期 Introduction 成长期 Growth 成熟期 Maturity 衰退期 Decline Everyday expressions Steady increase 持续增长 Ever-growing needs 日益增长的需求 Be mass produced, effectively distributed and sold in quantity 大量生产,高效分销,大量销售 Market gets saturated市场饱和 Chapter 4 Channels of distribution Framework Ⅰ The types of intermediaries Ⅱ The value of intermediaries Ⅲ Physical distribution—logistics Ⅰ The types of intermediaries The types of intermediaries 1.Wholesalers Definition Buy in large quantities from the producers Distribute the goods to the retailers Categories Full-service wholesalers—all of the distribution functions. Limited-function wholesalers—selected functions. Limited-function wholesalers ⑴ Rack jobbers 货架批发商 Put goods to the retailer Keep title(所有权) to the goods Share the profits with the retailer Order processing(订单处理)? Limited-function wholesalers ⑵Cash and carry wholesalers自购自运批发商 The retailers go to the wholesalers, pay cash and carry the goods back by themselves. Small retailers, small quantities. Open account(赊账) or credit cards is available. Goods transportation? Limited-function wholesalers ⑶Drop shippers 订货