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1、Chapter1Chapter10MarketingChannels:Delivering CustomerValue1PrenticeHall,Copyright2009Explainwhycompaniesusemarketingchannelsanddiscussthefunctionsthesechannelsperform.Discusshowchannelmembersinteractandhowtheyorganizetoperformtheworkofthechannel.Identifythemajorchannelalternativesopentoacompany.Ex
2、plainhowcompaniesselect,motivate,andevaluatechannelmembers.Discussthenatureandimportanceofmarketinglogisticsandsupplychainmanagement.RestStop:PreviewingtheConcepts2PrenticeHall,Copyright2009BackgroundCaterpillardominatestheworld’smarketsforheavyconstructionandminingequipment.Independentdealersarepr
3、aisedasthekeytosuccess,providingcustomerservice,marketintelligence,andmore.Distributionsystemisacompetitiveadvantage.Caterpillar–TheVitalRoleofDealersCaseStudyBuildingPartnershipsDistributionsystemisbuiltonabaseofmutualtrustandshareddreams.Caterpillarworkswithdealerstobringvaluetocustomers.Caterpil
4、larstressesdealerprofitability,extraordinarydealersupport,personalrelationships,frequent,full,andhonestcommunicationsanddealerperformance.3PrenticeHall,Copyright2009SupplyChainsandthe ValueDeliveryNetworkProducingandmakingproductsavailabletobuyersrequiresbuildingrelationshipswith“upstream”and“downs
5、tream”supplychainpartners.Upstream:Firmsthatsupplytherawmaterials,components,parts,andotherelementsnecessarytocreateagood.Downstream:Marketingchannelpartnersthatlinkthefirmtothecustomer.4PrenticeHall,Copyright2009SupplyChainsandthe ValueDeliveryNetworkValuedeliverynetwork:Thenetworkmadeupofthecompa
6、ny,suppliers,distributors,andultimatelycustomerswho“partner”witheachothertoimprovetheperformanceoftheentiresystemindeliveringcustomervalue.Marketingchannelsrepresentthedownstreamsideofthevaluedeliverynetwork.5PrenticeHall,Copyright2009NatureandImportanceofMarketingChannelsMarketingchannel:Asetofint
7、erdependentorganizationsthathelpmakeaproductorserviceavailableforuseorconsumptionsbytheconsumerorbusinessusers.6PrenticeHall,Copyright2009Howchannelmembersaddvalue:Theuseofintermediariesresultsfromtheirgrea
