销售--管理有利润的客户关系13(ppt .ppt

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1、MarketingChannelsandSupplyChainManagementChapter130ObjectivesKnowwhycompaniesusedistributionchannelsandunderstandthefunctionsthatthesechannelsperform.Learnhowchannelmembersinteractandhowtheyorganizetoperformtheworkofthechannel.Knowthemajorchannelalternativesthatareopentoacompany.

2、1ObjectivesComprehendhowcompaniesselect,motivate,andevaluatechannelmembers.Understandthenatureandimportanceofmarketinglogisticsandintegratedsupplychainmanagement.2Dominatesworld’smarketsforheavyconstructionandminingequipment.IndependentdealersarekeytosuccessDealernetworkislinkedvi

3、acomputersCaterpillarstressesdealerprofitability,extraordinarydealersupport,personalrelationships,dealerperformanceandfull,honest,andfrequentcommunicationsCaterpillarCaseStudy3DefinitionValueDeliveryNetworkThenetworkmadeupofthecompany,suppliers,distributors,andultimatelycustomersw

4、ho“partner”witheachothertoimprovetheperformanceoftheentiresystem.4ChannelchoicesaffectotherdecisionsinthemarketingmixPricing,MarketingcommunicationsAstrongdistributionsystemcanbeacompetitiveadvantageChanneldecisionsinvolvelong-termcommitmentstootherfirmsNature&ImportanceofMarketin

5、gChannels5HowChannelMembersAddValueIntermediariesrequirefewercontactstomovetheproducttothefinalpurchaser.Intermediarieshelpmatchproductassortmentdemandwithsupply.Intermediarieshelpbridgemajortime,place,andpossessiongapsthatseparateproductsfromthosewhowouldusethem.Nature&Importance

6、ofMarketingChannels6KeyFunctionsPerformedbyChannelMembersNature&ImportanceofMarketingChannelsInformationPromotionContactMatchingNegotiationPhysicalDistributionFinancingRisktaking7NumberofChannelLevelsThenumberofintermediarylevelsindicatesthelengthofamarketingchannel.DirectChannel

7、sIndirectChannelsProducerslosemorecontrolandfacegreaterchannelcomplexityasadditionalchannellevelsareadded.Nature&ImportanceofMarketingChannels8ChannelMembersAreConnectedViaAVarietyofFlowsNature&ImportanceofMarketingChannelsPhysicalFlowPaymentFlowInformationFlowPromotionFlowFlowof

8、Ownership9ChannelConflictOccurswh