marketing on the web chapter the net as distribution channel

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1、MarketingontheWebChapter5TheNetasDistributionChannelMarketingontheWebChapter5TheNetasDistributionChannelLessonObjectivesUnderstandhowtheInternetworksasadistributionchannelLearnaboutsupplychainmanagementontheInternetUnderstandhowtheInternethasincreasedthepowerofbuyersandsupplie

2、rsWhatistheeffectoftheInternetonthelengthofdistributionchannels?HowdoestheInternetalterthepowerrelationshipsamongchannelplayers?Isitsafetoshoponline?QuestionsforDiscussionDistributionChannelDefinition:agroupofinterdependentfirmsthatworktogethertotransferproductfromsuppliertoco

3、nsumer.SupplierSupplierConsumerConsumerIntermediaryDirectModelIntermediaryModelThreePerspectives1.TypesofintermediariesWholesalersRetailersBrokersAgentsThreePerspectives2.FunctionsperformedinthechannelTransactional:contactbuyers,makeawareofproducts,matchproducttobuyerneeds,neg

4、otiateprice,andprocesstransactionsLogistical:physicaldistribution(transportation,storingproduct)Facilitating:marketingresearchaboutbuyersandfinancing.ThreePerspectives3.Flowofproducts(systemsapproach)ProductsInformationFinancesSupplyChainManagement(SCM)SCM:thecoordinationofflo

5、wsMaterial(physicalproduct)Information(demandforecast)Financial(creditterms)LengthofaChannelLengthofachannelreferstothenumberofintermediariesbetweensupplierandconsumer.Disintermediation:theprocessofeliminatingtraditionalintermediaries.Forexample:DownloadingmusicCDsfromtheInter

6、net.MorePowerBuyersHaveaccesstomoreinformationthaneverHaveaccesstomoresuppliersthaneverSuppliers(Iftakeearlylead)ReceivebusinessfromconsumersandfirmseagertoshoponNetCanestablishstructuralrelationshipswithbuyersBusinessModelsAbusinessmodeldefinesarevenuestreamtotheprovider,bene

7、fitstotheconsumer,andarchitecturetodeliverthosebenefitsHowtheorganizationmakesmoney4models:SponsorshipDirectsellingInfomediariesIntermediaries:ClassActivity1.Surveyyourgroup.Askthemtoratetheironlinepurchaseexperienceonascalefrom1to10.Iftheyhaveneverpurchasedonline,findoutwhatp

8、reventsthemfromdoingso.Summarizetheresults.Ifpossible,relatet