国际商务管理概论与结算英文版课件修订版朱文忠 9787 81134 803 312.pptVIP

Lecturer: Zhu Wenzhong LEARNING GOALS Key learning goals: This topic will describe different categories of distribution channels including directly selling, retailer, wholesaler and agent, and so on. Define the channel of distribution. State the major types of distribution channels. Explain why a producer might use wholesalers. State the main methods for direct marketing. Explain some trends in retailing and direct marketing.  What is distribution? Distribution is about one of the 4 Ps of the marketing mix– (GUESS WHICH ONE), concerning how to get the product to the right place and at the right time.  Channels of distribution: Definition: A channel of distribution is the route on which a product passes from the product to the consumer. Types: Generally there are the following main types of distribution channels for a producer to sell the product to consumers: Directly selling to consumers Through a retailer to consumers Through a wholesaler to consumers Using an agent to consumers … Alternative Distribution Channels  Types of distribution channels: Question for your critical thinking: What the specific reasons for producers to use wholesalers as important distribution channels?  Retailing Retailers are responsible for selling the product to the final consumer. They can reach a large number of consumers in different markets. Types: There are a number of retailers. See the following table:  Direct marketing: Definition: Direct marketing means that sales are made without intermediaries involved. Or in other words, the consumer can buy goods from the home. Importance: Direct marketing is the fastest means of distribution. There are some reasons for this phenomena, e.g. people are now busy with their work, and they find it easier to buy some goods at home and office. Types or methods: The major methods for direct marketing are explained in the followin