零售与渠道管理第一章.ppt

Chapter 1 Marketing Channels: Structure and Functions Underlying Philosophy of Modern Marketing Management (since the 1960’s) Stressing an Outward Focus on Customers as the “Center of the Universe” Captured in Terms Such as: Customer Orientation Customer Focused Customer Driven Customer Centered Customer Satisfaction Market Driven Exceed Customer Expectations Operational Model for Implementing the Philosophy of the Marketing Concept is the: Marketing Mix The Four P’s The Role of Marketing Management is to Mix or Blend These Four Strategic Variables in Such a Way as to Achieve a Higher Level of Customer Satisfaction Than Competitors Question But what is different about the Marketing Mix model in today’s real business world? Answer Over the past four decades, the overwhelming emphasis in the Marketing Mix has been on:Product Strategy Pricing Strategy and Promotional Strategy also being stressed.But Marketing Channel Strategy (Place); the fourth “P” in the Marketing Mix hasbeen largely neglectedBut this is changing Question Marketing Channel Strategy is growing in importance. Why? I. The Search for Sustainable Competitive Advantage Sustainable Competitive Advantage: A competitive advantage that cannot be quickly and easily copied by competitors A sustainable competitive advantage is becoming more difficult to attain through: Product Strategy- rapid technology transfer enables competitors to quickly produce similar products Pricing Strategy- global economy allows competitors to find low cost production to match prices Promotion Strategy- high cost, clutter, and short life promotional campaigns limit competitive advantage Superior Marketing Channel Strategy is More Difficult for Competitors to Copy Because: Channel Strategy is Long Term Requires a Channel Structure Depends on Relationships and People Requires Effective Interorganizational Management II. Growing Power of Retailers in Marketing Channels Retailers Are Growing Larger Enjoy Substantial Cha