营销渠道国外教材marketing channels

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1、ManagingBusinessMarketingchannelsLearningobjectivesThealternatepathstobusinessmarketcustomers.Thecriticalrolethatindustrialdistributorsandmanufactures’representativesassumeinbusinessmarketchannels.ThecentralcomponentsofchanneldesignRequirementsforsuccessfulchannelstrategy.2Marketingchannel

2、sCHANNELThelinkbetweenmanufacturesandcustomers.Accomplishesallthetasksnecessarytoeffectasaleanddeliverproductstothecustomer.Thetasksincludemakingcontactwithpotentialbuyer.negotiating,contracting,transferingthetitle,storage3MarketingchannelsFirst,thechannelstructuremustbedesignedtoaccomplish

3、desiredmarketingobjectives.Difficultytoselectingchannelthealternativesarenumerousmarketinggoalsdifferthevarietyofbusinessmarketsegmentsoftenrequiresthatseparatechannelsmustbeemployedconcurrently.Second,oncethechannelstructurehasbeenspecified,thebusinessmarketermustmanagethechanneltoachievep

4、rescribedgoals.ChannelComponentDimensions4MarketingchannelsThelinkbetweenmanufacturersandcustomersisthechannelofdistribution.Channelmanagementcentersonthesequestions:whichchanneltaskswillbeperformedbythefirmandwhichtasks,ifany,willbeperformedbychannelmembers?ChannelAlternativesintheBusiness

5、Market5Marketingchannels1.Thecustomersarelargeandwelldefined.DirectSalesApproachisViableWhen:2.Thecustomersinsistondirectsales.3.Salesinvolveextensivenegotiations.4.Controlofthesellingjobisnecessarytoensureproperimplementationofthetotalproductpackageandtoguaranteeaquickresponsetomarketcondi

6、tions.6MarketingchannelsIndirectDistributionisGenerallyFoundWhereMarketsarefragmentedandwidelydispersed.Lowtransactionamountsprevail.Buyerstypicallypurchaseanumberofitems.7MarketingchannelsE-ChannelUseLevel1:InformationPlatform.Level2:TransactionalPlatform.Level3:PlatformforManagingCustome

7、rRelations.8MarketingchannelsGeneral-linedistributorsTheystockandextensivevarietyofproducts.SpecialistsFocusononelineoronafewrelatedlines.CombinationHouseOperatesintwomarkets:industrialandconsumer.ThreePrimaryDistributorClassifications9MarketingchannelsC