武汉理工大学汽车营销与策划英文课件chapter12 Distribution Channels and Logistics Management.pptVIP

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武汉理工大学汽车营销与策划英文课件chapter12 Distribution Channels and Logistics Management.ppt

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1 Several concepts related to product distribution 1.1 Distribution channel ☆ Definition: Marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption.(Stern and EL-Ansary (1992), Marketing Channels, 4th ed. Prentice Hall.) 1.1 Distribution channel ☆ a linked-together firms or persons who own product for sales or provide some services in order to transfer product posses during product property is transferred from a manufactory to consumers. It’s origin is at a producer, and the terminal is at a consumer. Attention: The concept of distribution channels is not limited to the distribution of tangible products . Producers of services and ideas also face the problem of making their output available to target populations. 1.2 Intermediaries Definition: generally defined as a legal person or a corporation who either have ownership of product for sales, or help to transfer ownership. 1.2 Intermediaries Most producers use intermediaries to bring their products to market.They try to forge a distribution channel-a set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user. (1)The use of intermediaries results from their greater efficiency in making goods available to target markets.Through their contacts experience specialization,and scale of operation ,intermediaries usually offer the firm more than it can achieve on its own. (2)From the economic system’s point of view ,the role of marketing intermediaries is to trans form the assortments of products made by producers into the assortments ,wanted by consumers. In a word,Intermediaries play an important role in matching supply and demand. . 1.3 Channel Levels Distribution channels can be described by the number of channel levels involved. to be defined as each layer of marketing intermediaries that performs some