国际市场分销策略教材(PPT 46页).ppt

Chapter Eight Channels of Distribution 渠道中介Channel Intermediaries 零售商 Retailers 批发商 Merchant Wholesalers 代理商/经纪商 Agents And Brokers Take Title to Goods Take Title to Goods Do NOT Take Title to Goods 4 未取得商品所有权 取得商品所有权 取得商品所有权 中介完成的渠道功能Channel Functions Performed by Intermediaries 联系Contacting / 促销Promotion 谈判 Negotiating 承担风险 Risk Taking 辅助功能FacilitatingFunction 交易功能 TransactionalFunctions 物流功能 Logistical Functions 调研 Researching 融资 Financing 实体分销 Physically distributing 储存 Storing 分类 Sorting 4 物流 Logistics The process of strategically managing the efficient flow and storage of raw materials, in-process inventory, and finished goods from point of origin to point of consumption 4 第八章 国际市场分销策略 Chapter Eight Channels of Distribution 内容提要 分销渠道及其意义 分销渠道的结构 分销渠道的设计 中间商的选择 渠道管理 灰色市场 Learning Objective 分销渠道及其意义 Explain what a marketing channel is and why intermediaries are needed 分销渠道 Marketing Channels 分销渠道 Marketing Channel 供应链 Supply Chain 一系列互相联系的、促进产品所有权从制造商到商业用户或消费者转移的机构，是联结生产者与消费者的纽带 A set of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumer The connected chain of all the business entities, both internal and external to the company, that perform or support the logistics function. 分销渠道功能Marketing Channel Functions 专业化与分工Specialization and Division of Labor Channels Fulfill Three Important Functions 克服差异 Overcoming Discrepancies 提高交易效率 Providing Contact Efficiency 1 专业化与分工Specialization and Division of Labor 提供规模经济性 Provides economies of scale 帮助缺乏直接销售资源的生产商 Aids producers who lack resources to market directly 与顾客建立良好联系 Builds good relationships with customers 克服差异Overcoming Discrepancies 数量差异Discrepancy of Quantity 分类差异Discrepancy Of Assortment 厂商大量生产、顾客小批量购买 The difference between the amount ofproduct produced and the amount an end user wants to buy 厂商种类狭窄、顾客需求宽泛The lack of all the items a customerneeds to receive full satisfaction from a product or products