[精选]营销管理ch16-经销商与通路商.pptx

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1、16WholesalingandPhysicalDistributionObjectivesTounderstandthenatureofwholesalinginthemarketingchannelToexplainwholesalers’functionsTounderstandhowwholesalersareclassifiedTorecognizehowphysicaldistributionactivitiesareintegratedintomarketingchannelsandoverallmarketingstr

2、ategies2Copyright©HoughtonMifflinCompany.Allrightsreserved.ObjectivesToexaminethemajorphysicaldistributionfunctionsoforderprocessing,inventorymanagement,materialshandling,warehousing,andtransportationTodiscussthestrategicimplicationsofphysicaldistributionsystems3Copyrigh

3、t©HoughtonMifflinCompany.Allrightsreserved.ChapterOutlineTheNatureofWholesalingTypesofWholesalersTheNatureofPhysicalDistributionFunctionsofPhysicalDistributionStrategicIssuesinDistribution4Copyright©HoughtonMifflinCompany.Allrightsreserved.TheNatureofWholesalingWholesali

4、ngTransactionsinwhichproductsareboughtforresale,formakingotherproducts,orforgeneralbusinessoperationsWholesalerAnindividualororganizationthatfacilitatesandexpediteswholesaletransactionsHandlesthephysicaldistributionofgoodsFurnisheschannelinformationtofacilitateandma

5、nagethesupplychannel5Copyright©HoughtonMifflinCompany.Allrightsreserved.6Copyright©HoughtonMifflinCompany.Allrightsreserved.TheNatureofWholesaling(cont’d)ServicesProvidedbyWholesalersServeasanextensionoftheproducer’ssalesforcethroughcontactwithsuppliersandretailersLendfi

6、nancialassistanceforthedistributionchannelTransportingandwarehousinginventoriesAssumingcreditrisksofbuyers/customersPurchasingproducers’entireoutput:convertingproducer’soutputimmediatelytoworkingcapitalChannelinginformationfromandtosellersandbuyers7Copyright©HoughtonMiff

7、linCompany.Allrightsreserved.TheNatureofWholesaling(cont’d)AdvantagesinUtilizingWholesalersHaveclosercontactwithretailersArelessexpensiveandmoreefficientthanmaintaininganindependentsalesforceCanspreadsellingcostsovermoreproductsCanassistinselectingoptimuminventoryAreexpe

8、rtsinnegotiatingfinalpurchasesAreknowledgeableaboutsourcesofsupplyPerformphysicaldistributionactivities