市场营销学双语课件10（PPT 9）--什么是分销渠道

12-1来自中国最大的资料库下载什么是分销渠道?•Asetofinterdependentorganizations(intermediaries)involvedintheprocessofmakingaproductorserviceavailableforuseorconsumptionbytheconsumerorbusinessuser.•Channeldecisionsareamongthemostimportantdecisionsthatmanagementfacesandwilldirectlyaffecteveryothermarketingdecision.12-2来自中国最大的资料库下载中间商为何很重要?•Greaterefficiencyinmakinggoodsavailabletotargetmarkets.•Offerthefirmmorethanitcanachieveonit’sownthroughtheintermediaries:–Contacts–Experience–Specialization–Scaleofoperation•Matchsupplyanddemand.12-3来自•AllUseUpScarceResources•AllMayOftenBePerformedBetterThroughSpecialization•AllCanOftenBeShiftedAmongChannelMembers12-4来自MWRCMRCMCChannel1Channel2Channel3Channel4ChannelLevel-ALayerofIntermediariesthatPerformSomeWorkinBringingtheProductandit’sOwnershipClosertotheBuyer.12-5来自中国最大的资料库下载渠道合作与冲突•Thechannelwillbemosteffectivewhen:–eachmemberisassignedtasksitcandobest.–allmemberscooperatetoattainoverallchannelgoalsandsatisfythetargetmarket.•Whenthisdoesn’thappen,conflictoccurs:–HorizontalConflictoccursamongfirmsatthesamelevelofthechannel.–VerticalConflictoccursbetweendifferentlevelsofthesamechannel.•Forthechanneltoperformwell,conflictmustbemanaged.12-6来自来自’slargestcarrier,cost-effectiveforshippingbulkproducts,piggybackTruckFlexibleinrouting×chedules,efficientforshort-haulsofhighvaluegoodsWaterLowcostforshippingbulky,low-valuegoods,slowestformPipelineShippetroleum,naturalgas,andchemicalsfromsourcestomarketsAirHighcost,idealwhenspeedisneededortoshiphigh-value,low-bulkitems12-9来自