营销通路管理.pptVIP

Chapter 1 Marketing Channel Concepts Growing Importance of Marketing Channels Difficulty in gaining “sustainable” competitive advantage Product, price, and promotion strategies are easily copied by competitors Channel strategies are not easily copied Long-term strategy Structure Relationship and people Growing Importance of Marketing Channels (Con’t) Growing power of distributors Need to reduce distribution costs New stress on growth Increasing role of technology What is a marketing channel? “The external contactual organization that management operates to achieve its distribution objectives” External Contactual Organization Operates Distribution objectives Channel Manager May have different titles Responsible for managing the marketing channel (from developing the structure to day-to-day management) Channel Strategy One strategic variable in the marketing mix Support and enhance the strategies of the other strategic variables in the marketing mix Channel Strategy vs. Logistics Management Channel strategy is concerned with the entire process of setting up and operating the contactual organization that is responsible for meeting the firm’s distribution objectives Channel Strategy vs. Logistics Management (Con’t) Logistics management is more narrowly focused on providing product availability at the right places at the right time in the marketing channel Flows in the Marketing Channels Product flow Negotiation flow Ownership flow Information flow Promotion flow Flows in the Marketing Channels (Con’t) Channel management Flows in the Marketing Channels (Con’t) Logistics management Flows in the Marketing Channels (Con’t) Only those who participate in the negotiation or ownership flow would be the members of the marketing channel Distribution through Intermediaries Specialization and division of labor Contactual efficiency Channel Structure “The group of channel members to which a set of distribution tasks has been allocated” Ancillary Structure “The group of