中英对照 营销 讲义13.pptVIP

Marketing Channels and Supply Chain Management 分销渠道及后勤管理 Objectives 目标 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. 解释为什么公司要使用分销渠道，并讨论这些渠道所起的作用。 讨论渠道成员是如何相互作用，以及组织起来发挥渠道功能 明确公司可行的主要渠道选择 Objectives 目标 Comprehend how companies select, motivate, and evaluate channel members. Understand the nature and importance of marketing logistics and integrated supply chain management. 讨论公司怎样选择、激励和评估渠道成员 讨论实体分销的性质和重要性 Case Study 案例研究 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 定义 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. 让渡价格网络 由企业、供应商、分销商和最终用户这些彼此相互“合作”以提高整个系统绩效的成员组成的网络。 Nature Importance of Marketing Channels营销渠道的性质和重要性 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 渠道选择影响营销组合中的其它决策 定价、营销沟通 有力的分销渠道可以提供竞争优势 渠道决策涉及与其它公司的长期沟通 Nature Importance of Marketing Channels营销渠道的性质和重要性 How Channel Members Add Value Intermediaries require fewer contacts to move the product to the final purchaser. Intermediaries help match product assortment demand with supply. Intermediaries help bridge major time, place, and possession gaps that separate products from those who would use them. 渠道成员怎样增加价值 中介要以更少的联系将产品送到最终购买者手中 中介帮助匹配产品分类需要与供应 中介帮助缩减产品和其使用者间在时间、地点和所有权上的距离S Key Functions Performed by Channe