chapter4,5 讲义.doc

Chapter 4 Channels of Distribution Ⅰ.Objectives and Tasks 1.Have a clear idea about the nature and importance of marketing channels. 2. be familiar with different intermediaries (middlemen) and functions performed by them. 3. know the different types of shops. 4. know the modes of transportation. Ⅱ. major contents A. Defining marketing channels of distribution Function of distribution Marketing Channels make possible the flow of products and services from a producer, through intermediaries, to a buyer. Intermediaries go by a variety of names: 1.middlemen: Any intermediary between manufacturer and user markets. 2.Agent or broker : Any middleman with legal authority to act on behalf of the manufacturer. Agents work as manufacturers’ sales representatives on a relatively permanent basis, while brokers work as go-betweens for sellers and buyers on a deal-by-deal basis. 3.wholesaler: A middleman who sells to other middleman, such as retailer; usually applies to consumer market. 4.Retailer: A middleman who sells to consumers. 5. Distributors: Usually used to describe a middleman who performs a variety of distribution functions, including selling, maintaining inventories ,extending credit,，and so on. 6.Dealer: an imprecise term that can mean the same as the distributor, retailer, wholesaler, and so forth. Virtually synonymous with middleman. B. Functions performed by intermediaries Intermediaries make possible the flow of products and services from producers to buyers. 1.Time Utility 2. Place Utility 3. Ownership Utility 4. Information Utility 5. Form Utility Transactional Functions involving -buying -selling -risk taking b). Logistical (distribution) function involving -assorting : creating product assortments from several sources to serve customers. -storing -sorting (repacking) -transporting c). Facilitating Functions involving -financing -grading -feedback C. Retailing A). By lines of goods handled已经营品种分类 1.General-merchandise stores一般商