第八章 渠道战略.ppt

,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,*,Chapter 8,Distribution Channels and Logistics Management（,分销渠道与物流管理）,1,1.What is a Distribution Channel?,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.,Marketing Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision.,2,2.Why are Marketing Intermediaries Used?（,为什么要使用中间商）,The use of intermediaries results from their greater efficiency in making goods available to target markets.,Offer the firm more than it can achieve on its own through the intermediaries:,Contacts,Experience,Specialization,Scale of operation.,Purpose:match supply from producers to demand from consumers.,3,How a Marketing Intermediary Reduces the Number of Channel Transactions,4,Contact,Financing,Information,Risk Taking,Promotion,Matching,Negotiation,Physical,Distribution,These Functions Should be Assigned to the Channel Member Who Can Perform Them Most Efficiently and Effectively to Provide Satisfactory Assortments of Goods and Services to Target Customers.,3.Distribution Channel Functions（,分销渠道的功能）,5,M,W,J,R,C,M,W,R,C,M,R,C,M,C,Channel 1,Channel 2,Channel 3,Channel 4,Channel Level-Each Layer of Marketing Intermediaries that Perform Some Work in Bringing the Product and its Ownership Closer to the Final Buyer.,4.Number,of Channel Levels(Fig.12.2)（,渠道层次数量）,Direct Channel,Indirect Channel,6,渠道决策与管理案例分析,Xeron,:,分销渠道的失败,失控的营销,7,思考题,1,、什么是分销渠道？它有哪些基本的类型？,2,、直销有哪些主要的形式，它的主要优点何在？,3,、影响分销渠道设计的因素有哪些，它们是如何影响渠道设计的？,8,