chapter4,5 讲义

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1、Chapter4ChannelsofDistributionⅠ.ObjectivesandTasks1.Haveaclearideaaboutthenatureandimportanceofmarketingchannels.2.befamiliarwithdifferentintermediaries(middlemen)andfunctionsperformedbythem.3.knowthedifferenttypesofshops.4.knowthemodesoftransportation.Ⅱ.majorcontentsA.Defini

2、ngmarketingchannelsofdistributionFunctionofdistributionMarketingChannelsmakepossibletheflowofproductsandservicesfromaproducer,throughintermediaries,toabuyer.Intermediariesgobyavarietyofnames:1.middlemen:Anyintermediarybetweenmanufacturerandusermarkets.2.Agentorbroker:Anymiddl

3、emanwithlegalauthoritytoactonbehalfofthemanufacturer.Agentsworkasmanufacturers’salesrepresentativesonarelativelypermanentbasis,whilebrokersworkasgo-betweensforsellersandbuyersonadeal-by-dealbasis.143.wholesaler:Amiddlemanwhosellstoothermiddleman,suchasretailer;usuallyappliest

4、oconsumermarket.4.Retailer:Amiddlemanwhosellstoconsumers.5.Distributors:Usuallyusedtodescribeamiddlemanwhoperformsavarietyofdistributionfunctions,includingselling,maintaininginventories,extendingcredit,，andsoon.6.Dealer:animprecisetermthatcanmeanthesameasthedistributor,retail

5、er,wholesaler,andsoforth.Virtuallysynonymouswithmiddleman.B.FunctionsperformedbyintermediariesIntermediariesmakepossibletheflowofproductsandservicesfromproducerstobuyers.1.TimeUtility2.PlaceUtility3.OwnershipUtility4.InformationUtility5.FormUtilitya)TransactionalFunctionsinvo

6、lving-buying-selling-risktakingb).Logistical(distribution)functioninvolving14-assorting:creatingproductassortmentsfromseveralsourcestoservecustomers.-storing-sorting(repacking)-transportingc).FacilitatingFunctionsinvolving-financing-grading-feedbackC.RetailingA).Bylinesofgood

7、shandled已经营品种分类1.General-merchandisestores一般商店(杂货铺)—departmentstore,generalstore,discountstore.2.Single-linestores专业店(经营商品类型单一的商店，如体育用品商店，照相器材店等)3.Specialtystores特品店.B).Byownership以所以权分类1.independents个体店2.chainstores连锁店3.voluntarychains自愿连锁店C).ByGeographicLocation以地理位置分类141.n

8、eighborhoodshoppingcenter邻里商业中心2.communityshoppingcenter社区商业中心3.regi