没有幻灯片标题

Size: px

Start display at page:

Download "没有幻灯片标题"

夙涓容
5 years ago
Views:

1 Principles of Marketing 12-1 Session 12 Distribution Channel Designing and Management Text: Chapter 12

2 Outline I. What is a Distribution Channel? 12-2 II. Roles of Distribution Channels III. Designing of Distribution Channels IV. Distribution Channel Management

3 12-3 I. What is a Distribution Channel?

4 I. What is a Distribution Channel? 12-4 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.

5 Channel Decisions 12-5 Marketing Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision.

6 12-6 II. Roles of the Distribution Channel

7 II. Roles of the Distribution Channel The distribution channel totally constitutes the stock for the whole society. It has its own reason of existence Briefly, it helps the manufacturers to be social efficient and effective.

8 Number of Social Transition Reduced 生产商中间商顾客 10 10

9 Product Complexity Grid HIGH 12-9 Private Trading DISTRIBUTION VALUE- ADDED Focus LOW Internet Trading CUSTOMISED COMMODITY

10 Marketing Channel Functions Risk Taking Information Promotion Contact Matching Negotiation Physical Distribution Financing

11 Flows in Distribution Channels 生产商 physical ownership 批发 ownership ordering 商 ordering ordering 商 payment payment payment 零售 physical ownership promotion promotion Promotion negotiation negotiation negotiation financing physical financing risk risk risk financing information information information 消费者及最终用户

12 12-12 III. Designing of Distribution Channels

13 III. Designing of Distribution Channels Channel Levels and Channel Conflicts Channel Organization Alternatives of Channel Width

14 Channel Levels and Channel Conflict Channel 1 M C Channel 2 M R C Channel 3 M W R C Channel 4 M W J R C

15 Channel Organization Greater Corporate Degree of Direct Control Contractual Lesser Administered

16 Vertical Marketing System( VMS ) VMS Corporate VMS Contractual VMS Administered VMS Wholesalersponsored voluntary chains Retailer cooperatives Franchise organizations Manufacturersponsored retailer franchise system Manufacturersponsored wholesaler franchise system Service-firmsponsored franchise system

17 Alternatives of Channel Width Channel Distribution Strategies Intensive Selective Exclusive

18 不同渠道宽度下的市场覆盖面 Intensive Market Exposure Strategies Selective Exclusive = number of outlets

19 IBM s Distribution Channels IBM Direct By mail, phone or web PC stores Agents Dealers -various retailers -franchised stores -for middle men or business users with small demand -some industrial users with large demand IBM sales force For large or middle business users End Uses

20 Channel Behavior & Conflict The channel will be most effective when: each member is assigned tasks it can do best all members cooperate to attain overall channel goals and satisfy the target market. When this doesn't happen, conflict occurs: Horizontal Conflict occurs among firms at the same level of the channel, i.e retailer to retailer. Vertical Conflict occurs between different levels of the same channel, i.e. wholesaler to retailer. For the channel to perform well, each channel member s role must be specified and conflict must be managed.

21 Managing Channel Conflict Adoption of superordinate goals Cooptation Diplomacy Mediation Arbitration

22 Channel Power Coercive Reward Legitimate Expert Referent

Example: Banks in Grocery Stores Hybrid Marketing System 12-23 A Single Firm Sets Up Two

23 Innovations in Marketing Systems Horizontal Marketing System Two or More Companies at One Channel Level Join Together to Follow a New Marketing Opportunity. Example: Banks in Grocery Stores Hybrid Marketing System A Single Firm Sets Up Two or More Marketing Channels to Reach One or More Customer Segments. Example: Retailers, Catalogs, and Sales Force

24 12-24 IV. Channel Management

25 FEEDBACK IV. Channel Management Selecting Channel Members Motivating Channel Members Evaluating Channel Members

26 Questions 1. What happened between Gome ( 国美 ) and Gree( 格力 )? 2. What s the nature of their conflict? 3. Are there any better ways to solve the problem than as it was? 4. As a manufacturer, what should Gree do to get better control of the channel? 12-26

27 Case Study 凯迪红黄蓝网络社区, 当代营销学案例集 CarsDirect.com 网站 : 引导汽车购买者走进网络世界, 市场营销学案例与实践,p 王侃, 凡客诚品体验营销让销售狂增, 城乡致富城乡致富财视网 : :37

WTO

WTO 10384 200015128 UDC Exploration on Design of CIB s Human Resources System in the New Stage (MBA) 2004 2004 2 3 2004 3 2 0 0 4 2 WTO Abstract Abstract With the rapid development of the high and new technique