销售：管理有利润的客户关系13.pptx

Marketing Channels and Supply Chain Management;Objectives;Objectives;Dominates world’s markets for heavy construction and mining equipment. Independent dealers are key to success Dealer network is linked via computers;Definition;Channel choices affect other decisions in the marketing mix Pricing, Marketing communications A strong distribution system can be a competitive advantage Channel decisions involve long-term commitments to other firms ;How Channel Members Add Value Intermediaries require fewer contacts to move the product to the final purchaser. Intermediaries help match product assortment demand with supply. Intermediaries help bridge major time, place, and possession gaps that separate products from those who would use them. ;Key Functions Performed by Channel Members;Number of Channel Levels The number of intermediary levels indicates the length of a marketing channel. Direct Channels Indirect Channels Producers lose more control and face greater channel complexity as additional channel levels are added. ;Channel Members Are Connected Via A Variety of Flows;Channel Conflict Occurs when channel members disagree on roles, activities, or rewards. Types of Conflict: Horizontal conflict: occurs among firms at the  same channel level Vertical conflict: occurs among firms at different channel levels;Vertical Marketing Systems Corporate VMS Contractual VMS Manufacturer-sponsored retailer franchise system Manufacturer-sponsored wholesaler franchise system Service-firm-sponsored retailer franchise system Administered VMS ;Multichannel Distribution Systems Also called hybrid marketing channels Occurs when a firm uses two or more marketing channels Hybrid marketing has many advantages Changing Channel Organization Disintermediation ;Step 1: Analyzing Consumer Needs Cost and feasibility of meeting needs must be considered Step 2: Setting Channel Objectives Set channel objectives in terms of targeted level of customer service Many factors influence chan