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ID:50806860
大小:470.50 KB
页数:13页
时间:2020-03-14
《科特勒营销管理下载_Marketing_Management16.ppt》由会员上传分享,免费在线阅读,更多相关内容在PPT专区-天天文库。
1、Chapter16SelectingandManagingMarketingChannelsObjectivesWorkPerformedbyMarketingChannelsChannel-DesignDecisionsChannel-ManagementDecisionsChannelDynamicsHowaDistributorReducestheNumberofChannelTransactions=Customer=ManufacturerA.NumberofcontactswithoutadistributorMxC=3X3=91324567
2、89HowaDistributorReducestheNumberofChannelTransactions=Distributor=Customer=ManufacturerB.NumberofcontactswithadistributorMxC=3+3=6Store123456DistributionChannelFunctionsOrderingPaymentsCommunicationTransferNegotiationFinancingRiskTakingPhysicalDistributionInformationConsumerMark
3、etingChannelsWholesalerJobberRetailerConsumerConsumerRetailerConsumerManufacturer0-levelchannelWholesalerRetailerConsumerMfg2-levelchannelMfg3-levelchannel1-levelchannelManufacturerIndustrialdistributorsManufacturerConsumerManufacturer’srepresentativeManufacturer’ssalesbran
4、chIndustrialMarketingChannelsCustomers’DesiredServiceLevelsLotsizeWaitingtimeSpatialconvenienceProductvarietyServicebackupBreak-EvenCostChartSellingcosts(dollars)Levelofsales(dollars)CompanysalesforceManufacturer’ssalesagencySBChannelManagementDecisionsSelectingFEEDBACKMotivatingT
5、rainingEvaluatingTypesofVerticalMarketingSystemsCorporateCommonOwnershipatDifferentLevelsoftheChannelContractualContractualAgreementAmongChannelMembersAdministeredLeadershipisAssumedbyOneoraFewDominantMembersConventionalDistributionChannelvs.VerticalMarketingSystemsVerticalmarketi
6、ngchannelManufacturerRetailerConventionalmarketingchannelConsumerManufacturerConsumerRetailerWholesalerWholesalerCausesofChannelConflictIncompatibilityDifferenceinPerceptionDependenceLegal&EthicalIssuesinChannelRelationsExclusiveDealingExclusiveTerritoriesTyingAgreementsDealers’Ri
7、ghts
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