市场营销原理课件(英文版)菲利普·科特勒概要1.ppt

Marketing Channels and Supply Chain Management Chapter 13 Objectives Know why companies use distribution channels and understand the functions that these channels perform. Learn how channel members interact and how they organize to perform the work of the channel. Know the major channel alternatives that are open to a company. Objectives Comprehend how companies select, motivate, and evaluate channel members. Understand the nature and importance of marketing logistics and integrated supply chain management. Case Study Dominates world’s markets for heavy construction and mining equipment. Independent dealers are key to success Dealer network is linked via computers Caterpillar stresses dealer profitability, extraordinary dealer support, personal relationships, dealer performance and full, honest, and frequent communications Definition Value Delivery Network The network made up of the company, suppliers, distributors, and ultimately customers who “partner” with each other to improve the performance of the entire system. Nature Importance of Marketing Channels Channel choices affect other decisions in the marketing mix Pricing, Marketing communications A strong distribution system can be a competitive advantage Channel decisions involve long-term commitments to other firms Nature Importance of Marketing Channels How Channel Members Add Value Intermediaries require fewer contacts to move the product to the final purchaser. Intermediaries help match product assortment协调 demand with supply. Intermediaries help bridge major time, place, and possession gaps that separate products from those who would use them. Nature Importance of Marketing Channels Information Promotion Contact Matching Negotiation Physical Distribution Financing Risk taking Nature Importance of Marketing Channels Number of Channel Levels The number of intermediary levels indicates the length of a marketing channel. Direct Channels Indirect Channels Producers lose more control and face grea