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ID:14236133
大小:132.00 KB
页数:14页
时间:2018-07-27
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1、MarketingManagement(Marketing360)-Distribution/Place(MarketingChannels)MarketingManagement(Marketing360)ProfessorKurtCarlsonDistribution/Place(MarketingChannels)AgendaThefunctionofchannelsChanneldesignDepthBreadthRelationshipswithchannelmembersWhatareMarke
2、tingChannels?Setsofinterdependententitiesintermediariesinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.Inmovinggoodsfromproducerstoconsumers,channelsovercomegapsin:timeplacepossessionMarketingChannelsChannelsexistwhentheyaremoreef
3、ficientthandirectdistribution.#ofrelationships=M*C=D*M+D*C=D(M+C)D(M+C)<M*Cifandonlyif(D<M)and(D<C)MMMCCCDirectdistribution(zerolevelchannel)NumberofRelationships=9CCCPureintermediation(one-levelchannelillustrated)NumberofRelationships=6DMMMGeneri
4、cChannelFunctionsAssortment(e.g.,grocerystores)Customization(e.g.,interiorleather)Financing(e.g.,HomeDepot)LotSizingService/RepairPartsStorage(EnsureAvailability)TransportationProductInformationPromotion&DemandGenerationChannelDesign:DepthIssueisn’twhe
5、therthesefunctionswillbedone.Itiswhowilldothem!TotheextentthatthemanufacturerdoesthemItscostsgoupWhensomeofthemareshiftedtointermediariesManufacturer’scostsarelower,butintermediarieswilladdtheirchargesIfintermediariesaremoreefficientthanmanufacturer,prices
6、shouldbelowerthanunderdirectdistributionAllelseequal,consumerswillpurchasefromthesystemgivingthelowestprice,whichexplainswhyefficiencyisnecessaryforchannelstoexistChannelFlowFigureTheDirectChannelProducersellsdirectlytoconsumer.Examples:PurityIceCream,TheP
7、leasantCompany,andL.L.BeanEfficiencyAgnosticReasonstoGoDirectCapturemarginandownthecustomerImportantifyouwanttogrowaconceptintosomethingbigThePleasantCompanyStartedbyPleasantT.Rowland,withthemission:“toeducateandentertaingirlswithhighqualityproductsandexpe
8、riencesthatbuildself-esteemandreinforcepositivesocialandmoralvalues.”TargetMarket:7-12yearoldgirlsStartedwithbookswithhistoricaltheme.Adayinthelifeof…Branchedintodolls,clothing,lifestyleproducts,newslettersto
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