[精选]营销通路管理-02.pptx

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1、Chapter2ChannelParticipantsThreeBasicDivisionsProducersandManufacturersIntermediariesFinalUsersCommercialChannelFinalusersarenotincludedFinalusersareviewedastargetmarketsFigure2.1ATC(AverageCostCurve)Theoptimumpointisdifferent(productionvs.distribution)ATC(Ave

2、rageCostCurve)Example:B&S(BinneyandSmith)-crayonsproducerItssalesaccountfor80%ofthecrayonmarketItiseasilytoachieveeconomiesofscaleinproductionAssumeB&SsellsitscrayonsdirectlytoendusersHandlesmallordersMaintainhugeinventoriesWarehousingTransportingTheoptimumvol

3、umeinproductionisnottheoptimumvolumeindistributionThedistributioncostisevenhigherthantheproductioncostattheoptimumproductionlevel2Example:DistributionofCrayons•Hugeorderprocessingfacility• Hugeinventory• Severalwarehouselocations• Transportationofproducttocons

4、umers=costprohibitiveManufacturerdirecttocustomersFigure2.2Whyshiftingthedistributiontaskstootherchannelparticipants?Intermediariesdistributetheproductsofmanyothermanufacturersandthereforeabletospreadthehighfixedcostsofperformingthedistributiontasksoverlargequ

5、antitiesofdiverseproducts,thereforeachievingeconomiesofscaleindistribution.IntermediariesParticipateinthesetwoflows:NegotiationflowOwnershipflowOperateinthesetwolevels:WholesaleRetail2Objective3:MajorTypesofWholesalers2MerchantWholesalersBuyTaketitletoStoreHan

6、dleLargequantitiesofproductsReselltoRetailersIndustrial,commercial,orinstitutionalconcernsotherWholesalers2Agents,Brokers,&CommissionMerchantsInvolvedinbuying&sellingwhileactingonbehalfofclientsCommissionsonsalesorpurchases2Owned&operatedbymanufacturersDistrib

7、utemanufacturer’sproductsatwholesaleSomewholesaleallied&supplementaryproductspurchasedfromothermanufacturers.Manufacturers’SalesBranches&OfficesSeparatedfrommanufacturingplantsTypesofWholesalersMerchantwholesalersBuying,takingtitleto,sorting,andphysicallyhandl

8、ingproductsinlargequantitiesandresellingtheproductsinsmallquantitiesAgents,brokersandcommissionmerchantsNottakingtitletotheproducts,involvinginnegotiationfunctionsofbuyingandsellin