菲利普科特勒-市场营销第10版全套19个PPT16.ppt

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1、Chapter16SelectingandManagingMarketingChannelsObjectivesWorkPerformedbyMarketingChannelsChannel-DesignDecisionsChannel-ManagementDecisionsChannelDynamicsHowaDistributorReducestheNumberofChannelTransactions=Customer=ManufacturerA.NumberofcontactswithoutadistributorMxC=3X

2、3=9132456789HowaDistributorReducestheNumberofChannelTransactions=Distributor=Customer=ManufacturerB.NumberofcontactswithadistributorMxC=3+3=6Store123456DistributionChannelFunctionsOrderingPaymentsCommunicationTransferNegotiationFinancingRiskTakingPhysicalDistributionInf

3、ormationConsumerMarketingChannelsWholesalerJobberRetailerConsumerConsumerRetailerConsumerManufacturer0-levelchannelWholesalerRetailerConsumerMfg2-levelchannelMfg3-levelchannel1-levelchannelManufacturerIndustrialdistributorsManufacturerConsumerManufacturer’sreprese

4、ntativeManufacturer’ssalesbranchIndustrialMarketingChannelsCustomers’DesiredServiceLevelsLotsizeWaitingtimeSpatialconvenienceProductvarietyServicebackupBreak-EvenCostChartSellingcosts(dollars)Levelofsales(dollars)CompanysalesforceManufacturer’ssalesagencySBChannelManagem

5、entDecisionsSelectingFEEDBACKMotivatingTrainingEvaluatingTypesofVerticalMarketingSystemsCorporateCommonOwnershipatDifferentLevelsoftheChannelContractualContractualAgreementAmongChannelMembersAdministeredLeadershipisAssumedbyOneoraFewDominantMembersConventionalDistributio

6、nChannelvs.VerticalMarketingSystemsVerticalmarketingchannelManufacturerRetailerConventionalmarketingchannelConsumerManufacturerConsumerRetailerWholesalerWholesalerCausesofChannelConflictIncompatibilityDifferenceinPerceptionDependenceLegal&EthicalIssuesinChannelRelationsE

7、xclusiveDealingExclusiveTerritoriesTyingAgreementsDealers’Rights