市场管理原版教材8讲述.pptx

Unrestricted 2 Part 1 The Nature of Marketing Channels 3 1. Definition of Marketing Channel Marketing channel can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption 4 5 3. How a Distributor Reduces theNumber of Channel Transactions = Distributor = Customer = Manufacturer 6 4. Distribution Channel Functions Ordering Payments Communication Transfer Negotiation Financing Risk Taking Physical Distribution Information 7 5.Consumer Marketing Channels 8 6.Industrial Marketing Channels 9 Part 2 Channel-Design Decisions 10 1. Customers’ Desired Service Levels Lot size Waiting time Spatial convenience Product variety Service backup 11 2.Establish the Channel Objectives and Constraints Product characteristics middlemen characteristics competitive characteristics company characteristics environment characteristics 12 3. Identifying the Major Channel Alternatives (1) Number of intermediaries: --intensive distribution --selective distribution --exclusive distribution 13 (2) Terms and Responsibilities of Channel Members Price policy condition of sale territorial right mutual service and responsibilities 14 4. Evaluating the Major Channel Alternatives Economic criteria control criteria adaptive criteria 15 Break-Even Cost Chart 16 Part 3 Channel- Management Decision 17 Channel Management Decisions Selecting 18 Part 4 Channel Dynamics 19 1. Types of Vertical Marketing Systems Corporate Common Ownership at Different Levels of the Channel 20 2. Conventional Distribution Channel vs. Vertical Marketing Systems Vertical marketing channel Manufacturer Retailer Conventional marketing channel Manufacturer Wholesaler 21 Part 5 Retailing 22 1. Nature and Importance of Retailing Retailing includes all the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use. 23 2. Four Levels of Retail Service Self-service Self-selection Limited-service Full-se