菲利普.科特勒的“市场营销”讲义16.ppt

《菲利普.科特勒的“市场营销”讲义16.ppt》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、Chapter16SelectingandManagingMarketingChannelsObjectivesWorkPerformedbyMarketingChannelsChannel-DesignDecisionsChannel-ManagementDecisionsChannelDynamicsHowaDistributorReducestheNumberofChannelTransactions=Customer=ManufacturerA.NumberofcontactswithoutadistributorMxC=3X3=9132

2、456789HowaDistributorReducestheNumberofChannelTransactions=Distributor=Customer=ManufacturerB.NumberofcontactswithadistributorMxC=3+3=6Store123456DistributionChannelFunctionsOrderingPaymentsCommunicationTransferNegotiationFinancingRiskTakingPhysicalDistributionInformationCons

3、umerMarketingChannelsWholesalerJobberRetailerConsumerConsumerRetailerConsumerManufacturer0-levelchannelWholesalerRetailerConsumerMfg2-levelchannelMfg3-levelchannel1-levelchannelManufacturerIndustrialdistributorsManufacturerConsumerManufacturer’srepresentativeManufacture

4、r’ssalesbranchIndustrialMarketingChannelsCustomers’DesiredServiceLevelsLotsizeWaitingtimeSpatialconvenienceProductvarietyServicebackupBreak-EvenCostChartSellingcosts(dollars)Levelofsales(dollars)CompanysalesforceManufacturer’ssalesagencySBChannelManagementDecisionsSelectingFEE

5、DBACKMotivatingTrainingEvaluatingTypesofVerticalMarketingSystemsCorporateCommonOwnershipatDifferentLevelsoftheChannelContractualContractualAgreementAmongChannelMembersAdministeredLeadershipisAssumedbyOneoraFewDominantMembersConventionalDistributionChannelvs.VerticalMarketingSy

6、stemsVerticalmarketingchannelManufacturerRetailerConventionalmarketingchannelConsumerManufacturerConsumerRetailerWholesalerWholesalerCausesofChannelConflictIncompatibilityDifferenceinPerceptionDependenceLegal&EthicalIssuesinChannelRelationsExclusiveDealingExclusiveTerritoriesT

7、yingAgreementsDealers’Rights