营销渠道国外教材marketing channels.pptVIP

Managing Business Marketing channels Learning objectives The alternate paths to business market customers. The critical role that industrial distributors and manufactures’ representatives assume in business market channels. The central components of channel design Requirements for successful channel strategy. * Marketing channels CHANNEL The link between manufactures and customers . Accomplishes all the tasks necessary to effect a sale and deliver products to the customer. The tasks include making contact with potentialbuyer.negotiating,contracting, transfering the title, storage * Marketing channels First, the channel structure must be designed to accomplish desired marketing objectives. Difficulty to selecting channel the alternatives are numerous marketing goals differ the variety of business market segments often requires that separate channels must be employed concurrently. Second, once the channel structure has been specified, the business marketer must manage the channel to achieve prescribed goals. Channel Component Dimensions * Marketing channels The link between manufacturers and customers is the channel of distribution. Channel management centers on these questions: which channel tasks will be performed by the firm and which tasks, if any, will be performed by channel members? Channel Alternatives in the Business Market * Marketing channels 1. The customers are large and well defined. Direct Sales Approach is Viable When: 2. The customers insist on direct sales. 3. Sales involve extensive negotiations. 4. Control of the selling job is necessary to ensure proper implementation of the total product package and to guarantee a quick response to market conditions. * Marketing channels Indirect Distributionis Generally Found Where Markets are fragmented and widely dispersed. Low transaction amounts prevail. Buyers typically purchase a number of items. * Marketing channels E-Channel Use Level 1: Information Platform. Level 2: Transactional Platform.