国际市场营销学 第11章 International Distribution Channels.ppt

International Marketing国际市场营销学 International Distribution Channels Chapter 11 Chapter Outline 1. Nature of Distribution Channels 2. Distribution Channels Strategy 3. Distribution Channel Structures 4. Locating Selecting and Motivating Channel Members 5. Internet and Distribution Channels 1. Nature of Distribution Channels 1.1 Distribution channel Channels of Distribution is known as Place in the 4 Ps model of Marketing. Distribution Channels provide the utility of place, of having products where the customer wants when the customer wants them. Channels of Distribution is defined as an organized network (system) of agencies and institutions which, in combination, perform all the functions required to link producers with end customers to accomplish the marketing task. Distribution has two dimensions: Logistics- Physical movement of goods Strategy- Who participates and what they do 1. Nature of Distribution Channels 1.2 Distribution channel functions Information Promotion Contact Matching(including such things as manufacturing, grading, assembling, and packaging) Negotiation Physical Distribution(transporting and storing) Financing Risk Taking 1. Nature of Distribution Channels 1.3 Intermediaries (Middlemen) Intermediary within a channel of distribution used to transfer products from the manufacturer to the end user. Those who actually take title to the products and resell them are merchant middlemen. Those who act as brokers but do not take title are agent middlemen. Merchant middlemen include wholesalers and retailers. Agent middlemen include manufacturers representatives, brokers, and sales agents. Nature of Distribution Channels Home-Country Middlemen Manufacturers’ Retail Stores Global Retailers Export Management Companies Trading Companies U.S. Export Trading Companies Complementary Marketers Manufacturer’s Export Agent Home-country middlemen, or domestic middlemen, provide marketing services from a domestic base and find foreign markets for prod