L11渠道-international marketing.ppt

Placement: How to get the product to the customer? Utility provided by Distribution Time utility is offering the product when the customers want to purchase it.? Place utility is offering the product where the customers want to purchase it.? Possession utility facilitates customer ownership of the product.? Form utility might be needed if changes have been made to the product in the distribution channel (Coca-Cola concentrate sold to bottlers). Distribution Channel A distribution channel is A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user. A channel directs the flow of products from producers to customers. Intermediaries are organizations operating in the middle or between the producer and the final buyer. They link producers to other intermediaries or to the ultimate users of the product.? Traditionally, intermediaries have been referred to as middlemen. Marketing Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision. Why are Marketing Intermediaries Used? Why are Marketing Intermediaries Used? Greater efficiency in making goods available to target markets. Intermediaries are specialists in the exchange process, provide access to and control over important resources for the proper functioning of the marketing channel. Division of labor Match supply and demand. Distribution Channel Functions Types of channel Channels of distribution include consumer channels and business to business channels.? Marketers can choose either a direct distribution channel, which moves goods directly from the producer to the consumer, or an indirect distribution channel, which involves using one, two, three or more intermediary channel levels. The number of levels in a channel defines the length of a channel.? Channel Members A channel may include manufacturer, wholesaler,