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原文出处：Marketing Management

Marketing Channels and Value Networks

Most producers do not sell their goods directly to the final users between themstands aset of intermediaries performing a variety of functions. These intermediariesconstitute a marketing channel also called a trade channel or distribution channel.Formally marketing channels are sets of interdependent organizations involved in theprocess of making a product or service available for use or consumption. They are theset of pathways a product or service follows after production culminating in purchaseand use by the final end user.

Some intermediaries-such as wholesalers and retailers-buy take title to andresell the merchandise they are called merchants. Others-brokers manufacturersrepresentatives sales agents-search for customers and may negotiate on the producersbehalf but do not take title to the goods they are called agents. Stillothers-transportation companies independent warehouses banks advertisingagencies-assist in the distribution process but neither take title to goods nor negotiatepurchases or sales they are called facilitators.

The Importance of Channels

A marketing channel system is the particular set of marketing channels a firmemploys and decisions about it are among the most critical ones management faces.In the United States channel members collectively have earned margins that accountfor 30 to 50 of the ultimate selling price. In contrast advertising typically hasaccounted for less than 5 to 7 of the final price.Marketing channels alsorepresent a substantial opportunity cost. One ofthe chief rolesof marketing channels is to convert potential buyers into profitable customers.Marketing channels must not just serve markets they must also make markets.

The channels chosen affect all other marketing decisions. The companys pricingdepends on whether it uses mass merchandisers or high-quality boutiques. The firmssale force and advertising decisions depend on how much training and motivationdealers need. In addition channel decisions include relatively long-term commitmentswith other finns as well as a set of policies and procedures. When an automaker signsup independent dealers to sell its automobiles the automaker cannot buy them out thenext day and replace them with company-owned outlets. But at the same timechannel choices themselves depend on the companys marketing strategy with respectto segmentation targeting and positioning. Holistic marketers ensure that marketingdecisions in all these different areas are made to collectively maximize value.

In managing its intermediaries the firm must decide how much effort to devoteto push versus pull marketing. A push strategy uses the manufacturers sales forcetrade promotion money or other means to induce intermediaries to carry promoteand sell the product to end users. Push strategy is appropriate where there is low brandloyalty in a category brand choice is made in the store the product is an impulse itemand product benefits are well understood. In a pull strategy the manufacturer usesadvertising promotion and other forms of communication to persuade