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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

Selecting and managing Marketing Channels


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

(What is the nature of marketing Channels)


Selecting and managing 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.)


Selecting and managing marketing channels

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


Selecting and managing marketing channels

3

  • 1(Information)

    2(Promotion)

    3(Negotiation)


Selecting and managing marketing channels

4(Ordering)

5(Financing)

6(Risk taking)

7(Physical possession)

8(Payment)

9(title)


Selecting and managing marketing channels

4

1

2

3

4

5


5 number of channel levels

(M-C)

(M-R-C)

(M-W-R-C)

(M-W-R-J-C)

5(Number of Channel levels


6 backward channel

6backward channel

  • (intermediaries)

    • ;


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

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


Channel design decision

(Channel-Design Decision)


Selecting and managing marketing channels

1


Selecting and managing marketing channels

  • 5

    • (Lot Size)

    • (Waiting Time)

    • (Spatial Convenience)

    • (Product Variety)

    • (Service Backup)


Selecting and managing marketing channels

2


Selecting and managing marketing channels


Selecting and managing marketing channels


Selecting and managing marketing channels

3

  • 3


Selecting and managing marketing channels


Selecting and managing marketing channels


Number of intermediaries

Number of Intermediaries

    • (exclusive distribution)

    • (selective distribution)

    • (extensive distribution)


Terms and responsibilities of channel members

Terms and Responsibilities of channel Members

    • (price policy)

    • (condition of sale)

    • (distributors territorial rights)

    • (mutual services and responsibilities)


Selecting and managing marketing channels

4

  • (economic criteria)

  • (control criteria)

  • (adaptive criteria)


Selecting and managing marketing channels

S


Channel management decision

channel-Management Decision

  • (Selecting Channel Members)

  • (Motivating Channel Members)

  • (Evaluating Channel Members)

  • (Modifying Channel Arrangements)


Selecting and managing marketing channels

1

    • (number of years in business)

    • (the other lines)

    • (growth and profit record)

    • (solvency)

    • (cooperativeness and reputation)


Selecting and managing marketing channels

2

    • (coercive power)

    • (reward power)

    • (legitimate power)

    • (expert power)

    • (referent power)


Selecting and managing marketing channels

3


Selecting and managing marketing channels

4


Selecting and managing marketing channels

  • 14

    1

    2

    3

    4

    5


Selecting and managing marketing channels

6

7

8

9

10

11

12

13

14


What trends are taking place in channel dynamics

(What trends are taking place in channel dynamics)


Channel dynamics

Channel Dynamics

    • (Vertical Marketing Systems)

    • (Horizontal Marketing Systems)

    • (Multichannel Marketing Systems)


1 vms

1(VMS)


Selecting and managing marketing channels

(VMS)


Selecting and managing marketing channels

  • 3

    (Corporate VMS)

    (Administered VMS)

    Contractual VMS)


Selecting and managing marketing channels

3

  • (Wholesaler-sponsored voluntary chains)

  • (Retailer cooperative)

  • (Franchise organizations) franchisor


Selecting and managing marketing channels

  • (manufacturer-sponsored retailer franchise system)

  • (manufacturer-sponsored wholesaler franchise system)

  • (service-firm-sponsored retailer franchise system)


2 hms

2HMS

(synergy)(Adler)symbiotic marketing)


3 mms

3(MMS)


Selecting and managing marketing channels


Selecting and managing marketing channels


How can channel conflict be managed

(How can channel conflict be managed)


Channel cooperation conflict and competition

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)


1 types of conflict and competition

1Types of Conflict and Competition


2 causes of channel conflict

2Causes of Channel Conflict

  • Goal Incompatibility)

  • unclear Roles and Rights)

  • (Differences in Perception)

  • (The Great Dependence of Middleman on the Manufacturer)


3 managing channel conflict

3Managing Channel Conflict


Selecting and managing marketing channels

  • (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)


Selecting and managing marketing channels

4,

(1)(Exclusive Dealing)

(2)(Exclusive Territories)


Selecting and managing marketing channels

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

(4)(Dealers Rights)


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