商务英语课件ch13
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– Allows full control over price – Provides first-hand customer feedback – Requires more employees – Incurs more expenses to promote product – May require selling on credit
– Degree of standardization
➢ Standardized products more likely to use intermediary
– Ability to fulfill Internet orders
➢ Internet ordering allows use of direct channel
13–8
Definitions
• Place refers to how goods and services are made available to customers in the marketplace:
– Location – Physical distribution / logistics – Channels of Distribution:
• Differentiate between types of market coverage.
• Explain how to accelerate the distribution process.
13–4
• Explain how retailers serve customers. • Explain how wholesalers can serve.
Business English
Chapter 13 Distributing Products
Presented by 吴ributing Products
13–2
[Objectives and Requirements]
[1]Distribution Channel which ensures that products are distributed to customers effectively and efficiently
Exhibit 13.1 13–12
Two-Level Distribution Channel
Exhibit 13.2 13–13
Comparison of Common Distribution Systems
Exhibit 13.3 13–14
13–15
II Optimal Distribution Channel
possible outlets – Selective distribution through selected
13–16
III Degree of Market Coverage
• Degree of product distribution among outlets
– Provide easy customer access to products – Ensure that outlet is capable – Intensive distribution across most or all
Distributing Products
13–7
I Channels of Distribution
• Determine how the firm’s products will be accessible to customers
– Convenience of place
• Direct channel
manufacturers and retailers. • Explain the strategy and benefits of
vertical channel integration.
13–5
[Areas of Difficulty]
• Distribution strategies
13–6
– Two marketing intermediaries are between the producer and the customer
➢ Small businesses may use agents to generate sales to retailers
13–11
One-Level Distribution Channel
13–3
[Main Points of Teaching Content]
• Explain advantages and disadvantages of direct distribution channel.
• Identify factors that could determine optimal channel of distribution.
• Depends on product’s characteristics
– Ease of transporting
➢ If product is easy to transport, use of intermediary is more likely
➢ If product is difficult to transport, use of direct channel is more likely
10
Channels of Distribution
• One-Level Channel
– One marketing intermediary is between the producer and the customer
➢ Merchants ➢ Agents
• Two-Level Channel
9
Definitions
• Distribution Channels
– A set of interdependent organizations involved in the process of making a product available for use or consumption by the end user.
– Degree of standardization
➢ Standardized products more likely to use intermediary
– Ability to fulfill Internet orders
➢ Internet ordering allows use of direct channel
13–8
Definitions
• Place refers to how goods and services are made available to customers in the marketplace:
– Location – Physical distribution / logistics – Channels of Distribution:
• Differentiate between types of market coverage.
• Explain how to accelerate the distribution process.
13–4
• Explain how retailers serve customers. • Explain how wholesalers can serve.
Business English
Chapter 13 Distributing Products
Presented by 吴ributing Products
13–2
[Objectives and Requirements]
[1]Distribution Channel which ensures that products are distributed to customers effectively and efficiently
Exhibit 13.1 13–12
Two-Level Distribution Channel
Exhibit 13.2 13–13
Comparison of Common Distribution Systems
Exhibit 13.3 13–14
13–15
II Optimal Distribution Channel
possible outlets – Selective distribution through selected
13–16
III Degree of Market Coverage
• Degree of product distribution among outlets
– Provide easy customer access to products – Ensure that outlet is capable – Intensive distribution across most or all
Distributing Products
13–7
I Channels of Distribution
• Determine how the firm’s products will be accessible to customers
– Convenience of place
• Direct channel
manufacturers and retailers. • Explain the strategy and benefits of
vertical channel integration.
13–5
[Areas of Difficulty]
• Distribution strategies
13–6
– Two marketing intermediaries are between the producer and the customer
➢ Small businesses may use agents to generate sales to retailers
13–11
One-Level Distribution Channel
13–3
[Main Points of Teaching Content]
• Explain advantages and disadvantages of direct distribution channel.
• Identify factors that could determine optimal channel of distribution.
• Depends on product’s characteristics
– Ease of transporting
➢ If product is easy to transport, use of intermediary is more likely
➢ If product is difficult to transport, use of direct channel is more likely
10
Channels of Distribution
• One-Level Channel
– One marketing intermediary is between the producer and the customer
➢ Merchants ➢ Agents
• Two-Level Channel
9
Definitions
• Distribution Channels
– A set of interdependent organizations involved in the process of making a product available for use or consumption by the end user.