《菲利普.科特勒的“市场营销”讲义》16.pptVIP

Chapter16Selectingand

ObjectivesWorkPerformedbyMarketingChannelsChannel-DesignDecisionsChannel-ManagementDecisionsChannelDynamics

HowaDistributorReducesthe

NumberofChannelTransactions=Customer=ManufacturerA.NumberofcontactswithoutadistributorMxC=3X3=9132456789

HowaDistributorReducesthe

NumberofChannelTransactions=Distributor=Customer=ManufacturerB.NumberofcontactswithadistributorMxC=3+3=6Store123456

DistributionChannelFunctionsOrderingPaymentsCommunicationTransferNegotiationFinancingRiskTakingPhysicalDistributionInformation

ConsumerMarketingChannelsWholesalerJobberRetailerConsumer????ConsumerRetailerConsumer?Manufacturer0-levelchannelWholesalerRetailerConsumer??Mfg2-levelchannelMfg3-levelchannel1-levelchannelManufacturer

IndustrialdistributorsManufacturerConsumerManufacturer’srepresentativeManufacturer’ssalesbranchIndustrialMarketingChannels

Customers’DesiredServiceLevelsLotsizeWaitingtimeSpatialconvenienceProductvarietyServicebackup

Break-EvenCostChartSellingcosts(dollars)Levelofsales(dollars)CompanysalesforceManufacturer’ssalesagencySB

ChannelManagementDecisionsSelectingFEEDBACKMotivatingTrainingEvaluating

TypesofVerticalMarketingSystemsCorporateCommonOwnershipatDifferentLevelsoftheChannelContractualContractualAgreementAmongChannelMembersAdministeredLeadershipisAssumedbyOneoraFewDominantMembers

ConventionalDistributionChannelvs.VerticalMarketingSystemsVerticalmarketingchannelManufacturerRetailerConventionalmarketingchannelConsumerManufacturerConsumerRetailerWholesalerWholesaler

CausesofChannelConflictIncompatibilityDifferenceinPerceptionDependenceLegalEthicalIssuesinChannelRelationsExclusiveDealingExclusiveTerritoriesTyingAgreementsDealers’Rights