零售和渠道管理第一章.pptVIP

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:;Operational Model for Implementing the Philosophy of the Marketing Concept is the:;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;Answer;Marketing Channel Strategy;Question;I. The Search for Sustainable Competitive Advantage;Sustainable Competitive Advantage:;A sustainable competitive advantage is becoming more difficult to attain through:;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....;Retailers Are Growing Larger;Concentration of Sales Among the Top 50 Retail Firms;Kinds of Retailers Where Largest Four Firms Account for At Least 50% of Total Sales;Percentage Distribution of Retail Firms and Sales by Size of Firms;Enjoy Substantial Channel Power;Retailers Act as Buying Agents for Customers Rather than as Selling Agents for Suppliers; Retailers Often Operate on Low Price / Low Margin Model;Retailers Operate in Saturated Markets and Fight for Market Share;Power or Dominant Retailers are therefore the “Gatekeepers” into the Consumer Marketplace;III. The Need to Reduce Distribution Costs;Distribution Costs Often Account for a Significant Percentage of the Final Price of Products;Some Examples...;While terms such as “restructuring”, “flattening out”, “downsizing”, and “rightsizing” have usually been mentioned in the context of corporate organizations, they also apply to Marketing Channels.  The latest term....;IV. Increasing Role and Usefulness of Technolog