菲利普科特勒-市场营销英文版课件-Managing-Marketing-Channels.ppt

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1、Chapter16SelectingandManagingMarketingChannelsObjectivesWorkPerformedbyMarketingChannelsChannel-DesignDecisionsChannel-ManagementDecisionsChannelDynamicsHowaDistributorReducestheNumberofChannelTransactions=Customer=ManufacturerA.Numberofcontactswithoutadistribu

2、torMxC=3X3=9132456789HowaDistributorReducestheNumberofChannelTransactions=Distributor=Customer=ManufacturerB.NumberofcontactswithadistributorMxC=3+3=6Store123456DistributionChannelFunctionsOrderingPaymentsCommunicationTransferNegotiationFinancingRiskTakingPhysi

3、calDistributionInformationConsumerMarketingChannelsWholesalerJobberRetailerConsumerConsumerRetailerConsumerManufacturer0-levelchannelWholesalerRetailerConsumerMfg2-levelchannelMfg3-levelchannel1-levelchannelManufacturerIndustrialdistributorsManufacturerCo

4、nsumerManufacturer’srepresentativeManufacturer’ssalesbranchIndustrialMarketingChannelsCustomers’DesiredServiceLevelsLotsizeWaitingtimeSpatialconvenienceProductvarietyServicebackupBreak-EvenCostChartSellingcosts(dollars)Levelofsales(dollars)CompanysalesforceManuf

5、acturer’ssalesagencySBChannelManagementDecisionsSelectingFEEDBACKMotivatingTrainingEvaluatingTypesofVerticalMarketingSystemsCorporateCommonOwnershipatDifferentLevelsoftheChannelContractualContractualAgreementAmongChannelMembersAdministeredLeadershipisAssumedbyOn

6、eoraFewDominantMembersConventionalDistributionChannelvs.VerticalMarketingSystemsVerticalmarketingchannelManufacturerRetailerConventionalmarketingchannelConsumerManufacturerConsumerRetailerWholesalerWholesalerCausesofChannelConflictIncompatibilityDifferenceinPerc

7、eptionDependenceLegal&EthicalIssuesinChannelRelationsExclusiveDealingExclusiveTerritoriesTyingAgreementsDealers’Rights