市场营销英文Chapter 13

MarketingChannelsMarketingChannelsandSupplyChainandSupplyChainManagementManagementChapter13Chapter13GeneratedbyFoxitPDFCreator©FoxitSoftware••KnowwhycompaniesusedistributionKnowwhycompaniesusedistributionchannelsandunderstandthefunctionschannelsandunderstandthefunctionsthatthesechannelsperform.thatthesechannelsperform.••LearnhowchannelmembersinteractLearnhowchannelmembersinteractandhowtheyorganizetoperformtheandhowtheyorganizetoperformtheworkofthechannel.workofthechannel.••KnowthemajorchannelalternativesKnowthemajorchannelalternativesthatareopentoacompany.thatareopentoacompany.GeneratedbyFoxitPDFCreator©FoxitSoftware••Comprehendhowcompaniesselect,Comprehendhowcompaniesselect,motivate,andevaluatechannelmotivate,andevaluatechannelmembers.members.••UnderstandthenatureandUnderstandthenatureandimportanceofmarketinglogisticsimportanceofmarketinglogisticsandintegratedsupplychainandintegratedsupplychainmanagement.management.GeneratedbyFoxitPDFCreator©FoxitSoftware••DominatesworldDominatesworld’’ssmarketsforheavymarketsforheavyconstructionandconstructionandminingequipment.miningequipment.••IndependentIndependentdealersarekeytodealersarekeytosuccesssuccess••DealernetworkisDealernetworkislinkedvialinkedviacomputerscomputers••CaterpillarstressesCaterpillarstressesdealerprofitability,dealerprofitability,extraordinarydealerextraordinarydealersupport,personalsupport,personalrelationships,dealerrelationships,dealerperformanceandfull,performanceandfull,honest,andfrequenthonest,andfrequentcommunicationscommunicationsCaterpillarCaterpillarCaseStudyGeneratedbyFoxitPDFCreator©FoxitSoftware••ValueDeliveryNetworkValueDeliveryNetwork§§ThenetworkmadeupoftheThenetworkmadeupofthecompany,suppliers,distributors,andcompany,suppliers,distributors,andultimatelycustomerswhoultimatelycustomerswho““partnerpartner””witheachothertoimprovethewitheachothertoimprovetheperformanceoftheentiresystem.performanceoftheentiresystem.GeneratedbyFoxitPDFCreator©FoxitSoftware••ChannelchoicesaffectotherdecisionsChannelchoicesaffectotherdecisionsinthemarketingmixinthemarketingmix§§Pricing,MarketingcommunicationsPricing,Marketingcommunications••AstrongdistributionsystemcanbeaAstrongdistributionsystemcanbeacompetitiveadvantagecompetitiveadvantage••ChanneldecisionsinvolvelongChanneldecisionsinvolvelong--termtermcommitmentstootherfirmscommitmentstootherfirmsNature&ImportanceofMarketingChannelsGeneratedbyFoxitPDFCreator©FoxitSoftware••HowChannelMembersAddValueHowChannelMembersAddValue§§IntermediariesrequirefewercontactstoIntermediariesrequirefewercontactstomovetheproducttothefinalpurchaser.movetheproducttothefinalpurchaser.§§IntermediarieshelpmatchproductIntermediarieshelpmatchproductassortmentdemandwithsupply.assortmentdemandwithsupply.§§Intermediarieshelpbridgemajortime,Intermediarieshelpbridgemajortime,place,andpossessiongapsthatseparateplace,andpossessiongapsthatseparateproductsfromthosewhowouldusethem.productsfromthosewhowouldusethem.Nature&ImportanceofMarketingChannelsGeneratedbyFoxitPDFCreator©FoxitSoftware••InformationInformation••PromotionPromotion••ContactContact••MatchingMatching••NegotiationNegotiation••PhysicalDistributionPhysicalDistribution••FinancingFinancing••RisktakingRisktakingGeneratedbyFoxitPDFCreator©FoxitSoftware••NumberofChannelLevelsNumberofChannelLevels§§ThenumberofintermediarylevelsThenumberofintermediarylevelsindicatesthelengthofamarketingindicatesthelengthofamarketingchannel.channel.vvDirectChannelsDirectChannelsvvIndirectChannelsIndirectChannels§§ProducerslosemorecontrolandfaceProducerslosemorecontrolandfacegreaterchannelcomplexityasadditionalgreaterchannelcomplexityasadditionalchannellevelsareadded.channellevelsareadded.Nature&ImportanceofMarketingChannelsGeneratedbyFoxitPDFCreator©FoxitSoftware••PhysicalFlowPhysicalFlow••PaymentFlowPaymentFlow••InformationFlowInformationFlow••PromotionFlowPromotionFlow••FlowofOwnershipFlowofOwnershipGeneratedbyFoxitPDFCreator©FoxitSoftware••ChannelConflictChannelConflict§§OccurswhenchannelmembersdisagreeOccurswhenchannelmembersdisagreeonroles,activities,orrewards.onroles,activities,orrewards.§§TypesofConflict:TypesofConflict:vvHorizontalconflict:Horizontalconflict:occursamongfirmsattheoccursamongfirmsatthesamechannellevelsamechannellevelvvVerticalco