商品分销_Distribution（PPT40页)复习过程.ppt

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1、商品分销_Distribution（PPT40页)Distribution-activitiesthatmakeproductsavailabletocustomerswhenandwheretheyneedthem.Achannelofdistributionormarketingchannelisagroupofindividualsandorganizationsthatdirectstheflowofproductsfromproducerstocustomers.ChannelDesignDecisionsAnalyzing

2、consumerserviceneedsSettingchannelobjectives&constraintsIdentifyingmajoralternativesEvaluatingthemajoralternativesDesigninginternationaldistributionchannelsDistributionChannelLengthofdistributionchannelNumberofindividualentitiescomprisingthechannelofdistributionbetweent

3、heproducerandtheconsumer.WidthofdistributionchannelNumberofdifferententitiesavailableforprovidingthesamedistributionfunction(asadistributor,wholesaler,orretailer)atdifferentstagesinadistributionchannel.DeterminethelengthofdistributionchannelDeterminethewidthofdistributi

4、onchannelThefigureshowsthechannelsofdistribution.Youwillnoticethatgoodsreachtheconsumerbyoneofanumberofroutes.ManufacturersconsumersWholesalersretailersManufacturers’ownshopsortiedshopsLengthofdistributionM-C(零级渠道)----directmarketingchannelMRC(一级渠道)MWRC(二级渠道)MWJRC(三级渠道)

5、indirectmarketingchannelAmarketingchannelthathasnointermediarylevels.Channelcontainingoneormoreintermediarylevels.M-CServicesoftenusedirectchannelssincetheserviceprovider,inmostcases,mustbetheretoprovidetheservice.Simplestmethod,notnecessarilythemosteffective,eg.Avon,Am

6、way.ManufacturerConsumerM-R-CLargeretailers(eg.Wal-Mart),nodiscrepancyinquantitysuppliedanddemanded.Popularinconsumermarketforclothing,automobiles...Costoftransportationandinventoryarehigh.ManufacturerConsumerRetailerM-W-R-CUsedbysmallmanufacturersoffood,drugs,hardware,

7、andotherproducts.Smallerretailers,widelydistributedproducts,convenienceproducts.ManufacturerConsumerRetailerwholesalerM-W-J-R-CAnumberofsmallproducersprovidesconvenienceproducts.eg.Inthemeatpackingindustry,jobbersbuyfromwholesalersandselltosmallerretailerswhogenerallyar

8、enotservedbylargewholesalers.ManufacturerConsumerRetailerwholesalerJobberWidthofdistributionMWWWCCCCCCCMWCCCCw