PM--Chapter14Channel of Distribution(营销原理)课件.ppt

Chapter 14Channel of Distribution;What is a middleman?;How Important Are Middlemen?;What Is a Distribution Channel?;How to design distn channel?;Selecting the Type of Channel ;Major Channels of Distribution ;Major Channels of Distribution;Major Channels of Distribution;Multiple Distribution Channels ;Dual Distribution ;?Vertical Marketing Systems (VMS) ;?Factors Affecting Choice of Channels ;Factors Affecting Choice of Channels;Factors Affecting Choice of Channels;Factors Affecting Choice of Channels;Determining Intensity of Distribution ;Determining Intensity of Distribution;Determining Intensity of Distribution;3. Exclusive Distribution: only a single w/s and/or r/t in a given market 2 To Exclusive Distributor Advantage: Get all the benefits of the producer’s marketing activities in a particular area. Disadvantages: If manufacturer fails, middleman fails. Manufacturer may add other dealers or drop all dealers;3. Exclusive Distribution: only a single w/s and/or r/t in a given market 3 To Manufacturer Advantages: Retailers carry large inventory. : Easy to control Disadvantage: Risk in choosing the right middlemen ;Conflicts and Control in Channels ;Conflict and Control in Channels;Conflict and Control in Channels;Who Controls Channels?;A Channel Viewed as a Partnership;Legal Considerations in Managing Channels