CH10-Global-Marketing-Channels-and-Physical-Distribution复习过程.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2005 Prentice Hall,*,12-,*,Chapter 10Global Marketing Channels and Physical Distribution,2005 Prentice Hall,12-,1,Channels are made up of a coordinated group of individuals or firms that perform functions that add utility to a product or service,Channel Objectives,2005 Prentice Hall,2,Channel Objectives,Marketing channels exist to create utility for customers,Place utility-,availability of a product or service in a location that is convenient to a potential customer,Time utility-,availability of a product or service when desired by a customer,Form utility-,availability of the product processed,prepared,in proper condition and/or ready to use,information utility-,availability of answers to questions and general communication about useful product features and benefits,2005 Prentice Hall,3,Distribution Channels:Terminology and Structure,Distributor,分销商,wholesale intermediary that typically carries product lines or brands on a selective basis,Agent,代理商,an intermediary who negotiates transactions between two or more parties but does not take title to the goods being purchased or sold,2005 Prentice Hall,4,Consumer Products,C,ustomer characteristic:,the number of individual buyers and their geographic distribution,income,shopping habits,and reaction to different methods,P,roduct characteristic:,degree of standardization,perishability,bulk,service requirements,and unit price,2005 Prentice Hall,5,Consumer Products,Piggyback Marketing,背驮式营销,channel innovation that has grown in popularity,One manufacture distributes product by utilizing another companys distribution channel,Requires that the combined product lines be complementary,（互补的）,and appeal to the same customer,2005 Prentice Hall,6,Industrial Products,2005 Prentice Hall,7,Comparison:,Consumer channels tend to exhibit more variety and be longer(have more intermediaries)compared with industrial channels.,There are typically more customers for retail products than for industrial goods,Consumers purchase smaller quantities on a more frequent basis,Industrial products are relatively expensive and complicated,and require more after sale service.,2005 Prentice Hall,8,Establishing Channels,Direct involvement the company establishes its own sales force or operates its own retail stores,Indirect involvement the company utilizes independent agents,distributors,and/or wholesalers,Channel strategy must fit the companys competitive position and marketing objectives in each national market,2005 Prentice Hall,9,Working with Channel Intermediaries,cherry picking,挑肥拣瘦,taking orders only from manufacturers with established demand for products and brands,selecting only a few choice items from a vendors,（卖主）,product lines.,2005 Prentice Hall,10,Working with Channel Intermediaries,Select distributors dont let them select you,Look for distributors capable of developing markets,rather than those with a few good customer contacts,Treat local distributors as long-term partners,not temporary market-entry vehicles,2005 Prentice Hall,11,Working with Channel Intermediaries,Support market entry by committing money,managers,and proven marketing ideas,From the start,maintain control over marketing strategy,Make sure distributors provide you with detailed market and financial performance data,Build links among national distributors at the earliest opportunity,2005 Prentice Hall,12,Global Retailing,Environmental Factors,Domestic market:saturation in the home country market;recession or other economic factors;strict regulation on store development;high operating costs,Overseas market:weak competition;high rates of economic growth;a growing middle class;a high proportion of young people;less stringent regulation,2005 Prentice Hall,13,Critical Question,What advantages do we have relative to the local competition?,2005 Prentice Hall,14,Sources of competitive advantage:,Some competencies are readily perceived by customers,such as,selection,price,and the overall manner in which the goods are offered in the store setting.,The last includes such things as,store location,parking facilities,in-store atmosphere,and customer service.,Competencies can also be found in less visible value chain activities such as distribution,logistics,and information technology.,2005 Prentice Hall,15,Global Retailing,Top 25 Global Retailers in 2002,sales in Millions,2005 Prentice Hall,16,Global Retailing,Retail format,零售业态,:,Department stores,百货商店,Specialty retailers,专业零售商,Category killers,品类杀手,Supermarkets,超市,Convenience stores,便利店,2005 Prentice Hall,17,Discount stores,折扣店,warehouse clubs,仓储会员店,Hypermarkets,巨型超市,Supercenters,超级购物中心,Outlet stores,名品折扣店,Retail stores can be divided into categories according to the amount of,square feet of floor space,the level of service offered,width and depth of product offerings,or other criteria.,2005 Prentice Hall,18,Classifying Global Retailers,2005 Prentice Hall,19,Global Retailing Strategies,Organic growth,（,greenfield investment,）内生增长,Company uses its own resources to open a store on a green field site,Franchising,连锁经营,Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structures,2005 Prentice Hall,20,Global Retailing Strategies,Chain Acquisition,收购,A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign country,Joint Venture,合资企业,This strategy is advisable when culturally distant,difficult-to-enter markets are targeted,2005 Prentice Hall,21,Global Retailing Strategies,Joint venture,Franchising,Chain acquisition,Organic growth,A,B,C,D,Easy to enter,Difficult to enter,Culturally close,Culturally distant,2005 Prentice Hall,22,Innovation in Global Retailing,Innovation takes place only in the most highly developed systems,The ability of a system to successfully adapt innovations is directly related to its level of economic development,Even when the economic environment is conducive to change,the process of adaptation may be either hindered or helped by local demographic factors,geographic factors,social mores,government action,and competitive pressures,The process of adaptation can be greatly accelerated by the actions of aggressive individual firms,2005 Prentice Hall,23,Supply Chain Definitions,Supply Chain,Includes all the firms that perform support activities by generating raw materials,converting them into components or finished products and making them available to customers,Logistic management,Logistic:the physical flow of goods through channels,Logistic management:The management process that,integrates,the activities of all companies to ensure an efficient flow of goods through the supply chain,2005 Prentice Hall,24,Supply Chain,Value Chain,and Logistics for IKEA,wood,Forest Products,Factories,IKEA,stores,Retail distribution,consumers,The Supply Chain,Channel of Distribution,Outbound Logistics,Inbound Logistics,Raw Materials,2005 Prentice Hall,25,Physical Distribution,Supply Chains,and Logistics Management,Order Processing,订单处理,includes,order entry,in which the order is actually entered into a companys information system;,order handling,which involves locating,assembling,and moving products into distribution;and,order delivery,Warehousing,仓储,Warehouses are used to store goods until they are sold,Distribution centers,are designed to efficiently receive goods from suppliers and then fill orders for individual stores or customers,2005 Prentice Hall,26,Physical Distribution,Supply Chains,and Logistics Management,Inventory Management,存货管理,Ensures that a company neither runs out of manufacturing components or finished goods nor incurs the expense and risk of carrying excessive stocks of these items.,Transportation,运输,the method or mode a company should utilize when moving products through domestic and global channels;the most common modes of transportation are rail,truck,air,and water,2005 Prentice Hall,27,Transportation,2005 Prentice Hall,28,Transportation,Channel Strategy analyzing each shipping mode to determine which mode,or combination of modes,will be both effective and efficient in a given situation,2005 Prentice Hall,29,water transportation,Inland water transportation,Via,ocean transportation,2005 Prentice Hall,30,Containerization,refers to the practice of loading ocean-going freight into steel boxes measuring 20 feet,40 feet,or longer.,Containerization offers many advantages,including flexibility in the product that can be shipped via container,as well as flexibility in shipping modes.,2005 Prentice Hall,31,Intermodal transportation,多式联运,a combination of land and water shipping from producer to customer.,2005 Prentice Hall,32,