市场营销学双语课件10(PPT 9)--什么是分销渠道
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Water
Low cost for shipping bulky, low-value goods, slowest form
Pipeline
Ship petroleum, natural gas, and chemicals from sources to markets
Air
High cost, ideal when speed is needed or to
选择运输方案
Checklist for Choosing Transportation Modes
1. Speed. 2. Dependability. 3. Capability. 4. Availability. 5. Cost.
•
生活中的辛苦阻挠不了我对生活的热 爱。20.11.2820.11.28Saturd ay, November 28, 2020
•
人生得意须尽欢，莫使金樽空对月。06:41:5106:41: 5106:4111/28/2020 6:41:51 AM
•
做一枚螺丝钉，那里需要那里上。20.11.2806:41:5106:41N ov-2028-Nov-20
•
日复一日的努力只为成就美好的明天 。06:41:5106: 41:5106:41Sat urday, November 28, 2020
•
安全放在第一位，防微杜渐。20.11.2820.11.2806:41:5106: 41:51N ovember 28, 2020
•
加强自身建设，增强个人的休养。2020年11月28日 上午6时 41分20.11.2820.11.28
•
精益求精，追求卓越，因为相信而伟 大。2020年11月28日 星期六 上午6时 41分51秒06:41:5120.11.28
Analyzing Consumer Service Needs Setting Channel Objectives & Constraints
Identifying Major Alternatives
Intensive Distribution
Selective Distribution
Exclusive Distribution
分销渠道的功能
• All Use Up Scarce Resources • All May Often Be Performed Better Through Specialization • All Can Often Be Shifted Among Channel Members
Risk Taking
谢谢大家！
Channel 1
Direct
M
C
Channel 2 M
Indirect
R
Hale Waihona Puke CChannel 3
M
W
R
C
Channel 4
M
W
J
R
C
渠道合作与冲突
• The channel will be most effective when:
–each member is assigned tasks it can do best. –all members cooperate to attain overall channe
Information
Financing
Promotion
Physical Distribution
Contact
消费品分销渠道模式
Channel Level - A Layer of Intermediaries that Perform Some Work Bringing the Product and it’s Ownership Closer to the Buyer.
• Offer the firm more than it can achieve on it’s own through the intermediaries:
– Contacts – Experience – Specialization –Scale of operation
• Match supply and demand.
• Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision.
中间商为何很重要?
• Greater efficiency in making goods available to target markets.
Evaluating the Major Alternatives
运输决策
Rail
Nation’s largest carrier, cost-effective for shipping bulk products, piggyback
Truck
Flexible in routing & time schedules, efficient for short-hauls of high value goods
•
每天都是美好的一天，新的一天开启 。20.11.2820.11.2806: 4106:41:5106: 41:51Nov-20
•
相信命运，让自己成长，慢慢的长大 。2020年11月28日星 期六6时 41分51秒Sat urday, November 28, 2020
•
爱情，亲情，友情，让人无法割舍。20.11.282020年 11月28日星期 六6时41分51秒20.11.28
•
让自己更加强大，更加专业，这才能 让自己 更好。2020年11月上 午6时41分20.11.2806: 41November 28, 2020
•
这些年的努力就为了得到相应的回报 。2020年11月28日星 期六6时 41分51秒06:41:5128 November 2020
•
科学，你是国力的灵魂；同时又是社 会发展 的标志 。上午6时41分 51秒上 午6时41分06: 41:5120.11.28
goals and satisfy the target market.
• When this doesn’t happen, conflict occurs:
• Horizontal Conflict occurs among firms at the same level of the channel.
Degree of
Direct Control
Lesser
Contractual
Contractual Agreement Among Channel Members
Administered
Leadership is Assumed by One or a Few Dominant Members
渠道选择决策
什么是分销渠道?
• A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user.
• Vertical Conflict occurs between different level of the same channel.
• For the channel to perform well, conflict
纵向渠道类型
Greater
Corporate
Common Ownership at Different Levels of the Channel
Low cost for shipping bulky, low-value goods, slowest form
Pipeline
Ship petroleum, natural gas, and chemicals from sources to markets
Air
High cost, ideal when speed is needed or to
选择运输方案
Checklist for Choosing Transportation Modes
1. Speed. 2. Dependability. 3. Capability. 4. Availability. 5. Cost.
•
生活中的辛苦阻挠不了我对生活的热 爱。20.11.2820.11.28Saturd ay, November 28, 2020
•
人生得意须尽欢，莫使金樽空对月。06:41:5106:41: 5106:4111/28/2020 6:41:51 AM
•
做一枚螺丝钉，那里需要那里上。20.11.2806:41:5106:41N ov-2028-Nov-20
•
日复一日的努力只为成就美好的明天 。06:41:5106: 41:5106:41Sat urday, November 28, 2020
•
安全放在第一位，防微杜渐。20.11.2820.11.2806:41:5106: 41:51N ovember 28, 2020
•
加强自身建设，增强个人的休养。2020年11月28日 上午6时 41分20.11.2820.11.28
•
精益求精，追求卓越，因为相信而伟 大。2020年11月28日 星期六 上午6时 41分51秒06:41:5120.11.28
Analyzing Consumer Service Needs Setting Channel Objectives & Constraints
Identifying Major Alternatives
Intensive Distribution
Selective Distribution
Exclusive Distribution
分销渠道的功能
• All Use Up Scarce Resources • All May Often Be Performed Better Through Specialization • All Can Often Be Shifted Among Channel Members
Risk Taking
谢谢大家！
Channel 1
Direct
M
C
Channel 2 M
Indirect
R
Hale Waihona Puke CChannel 3
M
W
R
C
Channel 4
M
W
J
R
C
渠道合作与冲突
• The channel will be most effective when:
–each member is assigned tasks it can do best. –all members cooperate to attain overall channe
Information
Financing
Promotion
Physical Distribution
Contact
消费品分销渠道模式
Channel Level - A Layer of Intermediaries that Perform Some Work Bringing the Product and it’s Ownership Closer to the Buyer.
• Offer the firm more than it can achieve on it’s own through the intermediaries:
– Contacts – Experience – Specialization –Scale of operation
• Match supply and demand.
• Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision.
中间商为何很重要?
• Greater efficiency in making goods available to target markets.
Evaluating the Major Alternatives
运输决策
Rail
Nation’s largest carrier, cost-effective for shipping bulk products, piggyback
Truck
Flexible in routing & time schedules, efficient for short-hauls of high value goods
•
每天都是美好的一天，新的一天开启 。20.11.2820.11.2806: 4106:41:5106: 41:51Nov-20
•
相信命运，让自己成长，慢慢的长大 。2020年11月28日星 期六6时 41分51秒Sat urday, November 28, 2020
•
爱情，亲情，友情，让人无法割舍。20.11.282020年 11月28日星期 六6时41分51秒20.11.28
•
让自己更加强大，更加专业，这才能 让自己 更好。2020年11月上 午6时41分20.11.2806: 41November 28, 2020
•
这些年的努力就为了得到相应的回报 。2020年11月28日星 期六6时 41分51秒06:41:5128 November 2020
•
科学，你是国力的灵魂；同时又是社 会发展 的标志 。上午6时41分 51秒上 午6时41分06: 41:5120.11.28
goals and satisfy the target market.
• When this doesn’t happen, conflict occurs:
• Horizontal Conflict occurs among firms at the same level of the channel.
Degree of
Direct Control
Lesser
Contractual
Contractual Agreement Among Channel Members
Administered
Leadership is Assumed by One or a Few Dominant Members
渠道选择决策
什么是分销渠道?
• A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user.
• Vertical Conflict occurs between different level of the same channel.
• For the channel to perform well, conflict
纵向渠道类型
Greater
Corporate
Common Ownership at Different Levels of the Channel