人民大2026市场营销原理与实践英文版（第19版）课件ch-12-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter12MarketingChannels:DeliveringCustomerValueCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives12.1 Explainwhycompaniesusemarketingchannelsanddiscussthefunctionsthesechannelsperform.12.2 Discusshowchannelmembersinteractandhowtheyorganizetoperformtheworkofthechannel.12.3 Identifythemajorchannelalternativesopentoacompany.12.4 Explainhowcompaniesselect,motivate,andevaluatechannelmembers.12.5 Discussthenatureandimportanceofmarketinglogisticsandintegratedsupplychainmanagement.

AIRBNB:DisruptingTraditionalDistributionChannelsAirbnb’sdisruptivedistributionmodelhasshakenupthetraditionalhotelandhospitalityindustries,challengingmanyage-oldprinciples.Whatever’snext,thecompanymustcontinuetoadaptandinnovate.Peoplegotalotmorethanjustacheapplacetostay.Theygotanauthentic“live-like-the-locals”experience.TheideablossomedintoAirbnb,anonlinelodgingsmarketplacethatmatchespeoplewhoneedaplacetostaywithpeoplewhohaveroomtospare.InkDrop/Shutterstock

LearningObjective1Explainwhycompaniesusemarketingchannelsanddiscussthefunctionsthesechannelsperform.

SupplyChainsandtheValueDeliveryNetwork(1of3)Upstreampartnersarefirmsthatsupplyrawmaterials,

components,parts,information,finances,andexpertiseneededtocreateaproductorservice.Downstreampartnersincludethemarketingchannelsordistributionchannelsthatlooktowardthecustomer,includingretailersandwholesalers.

SupplyChainsandtheValueDeliveryNetwork(2of3)Supplychain“makeandsell”viewincludesthefirm’srawmaterials,productiveinputs,andfactorycapacity.Demandchain“senseandrespond”viewsuggeststhatplanningstartswiththeneedsofthetargetcustomer.

SupplyChainsandtheValueDeliveryNetwork(3of3)Valuedeliverynetworkiscomposedofthecompany,