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选择和管理营销渠道 Selecting and managing Marketing Channels PowerPoint PPT Presentation


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选择和管理营销渠道 Selecting and managing Marketing Channels. 选择和管理营销渠道. 营销渠道是什么 (What is the nature of marketing Channels) ? 公司在设计、管理、评价和修正其渠道时将面临什么决策 (What decisions do companies face in designing, managing, evaluating, and modifying their channels) ?

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选择和管理营销渠道 Selecting and managing Marketing Channels

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Selecting and managing Marketing Channels


  • (What is the nature of marketing Channels)

  • (What decisions do companies face in designing, managing, evaluating, and modifying their channels)

  • (What trends are taking place in channel dynamics)

  • (How can channel conflict be managed)


(What is the nature of marketing Channels)


1

  • Marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption.(Stern and EL-Ansary(1992), Marketing Channels, 4th ed. Prentice Hall.)


1

2

1

4

M

M

M

C

C

C

M

D

M

C

M

C

C

3

4

2

5

5

6

6

7

3

8

9

(a) (b)

MC=33=9 M+C=3+3=6

M=(Manufacturer) C=(Customer) D=(Distributor)

2


3

  • 1(Information)

    2(Promotion)

    3(Negotiation)


4(Ordering)

5(Financing)

6(Risk taking)

7(Physical possession)

8(Payment)

9(title)


4

1

2

3

4

5


(M-C)

(M-R-C)

(M-W-R-C)

(M-W-R-J-C)

5(Number of Channel levels


6backward channel

  • (intermediaries)

    • ;


(What decisions do companies face in designing, managing, evaluating, and modifying their channels)


(Channel-Design Decision)


1


  • 5

    • (Lot Size)

    • (Waiting Time)

    • (Spatial Convenience)

    • (Product Variety)

    • (Service Backup)


2




3

  • 3




Number of Intermediaries

    • (exclusive distribution)

    • (selective distribution)

    • (extensive distribution)


Terms and Responsibilities of channel Members

    • (price policy)

    • (condition of sale)

    • (distributors territorial rights)

    • (mutual services and responsibilities)


4

  • (economic criteria)

  • (control criteria)

  • (adaptive criteria)


S


channel-Management Decision

  • (Selecting Channel Members)

  • (Motivating Channel Members)

  • (Evaluating Channel Members)

  • (Modifying Channel Arrangements)


1

    • (number of years in business)

    • (the other lines)

    • (growth and profit record)

    • (solvency)

    • (cooperativeness and reputation)


2

    • (coercive power)

    • (reward power)

    • (legitimate power)

    • (expert power)

    • (referent power)


3


4


  • 14

    1

    2

    3

    4

    5


6

7

8

9

10

11

12

13

14


(What trends are taking place in channel dynamics)


Channel Dynamics

    • (Vertical Marketing Systems)

    • (Horizontal Marketing Systems)

    • (Multichannel Marketing Systems)


1(VMS)


(VMS)


  • 3

    (Corporate VMS)

    (Administered VMS)

    Contractual VMS)


3

  • (Wholesaler-sponsored voluntary chains)

  • (Retailer cooperative)

  • (Franchise organizations) franchisor


  • (manufacturer-sponsored retailer franchise system)

  • (manufacturer-sponsored wholesaler franchise system)

  • (service-firm-sponsored retailer franchise system)


2HMS

(synergy)(Adler)symbiotic marketing)


3(MMS)




(How can channel conflict be managed)


Channel Cooperation, Conflict, and Competition

  • (What types of conflict arise in channels)

  • (What are the major causes of channel conflict)

  • (What can be done to resolve situation of conflict)


1Types of Conflict and Competition


2Causes of Channel Conflict

  • Goal Incompatibility)

  • unclear Roles and Rights)

  • (Differences in Perception)

  • (The Great Dependence of Middleman on the Manufacturer)


3Managing Channel Conflict


  • (The Adoption of Superordinate Goals)

  • The Exchange of Persons between Two or More Channel Levels

  • (Cooperation)

  • (Joint Membership in and between Trade Associations)

  • (Diplomacy, Mediation, Arbitration)


4,

(1)(Exclusive Dealing)

(2)(Exclusive Territories)


(3)(Tying Agreements)Full-line forcing)

(4)(Dealers Rights)


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