市场营销英文原版16
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
©2000 Prentice Hall
1 32
45 6
A. Number of contacts without a distributor MxC=3X3=9
7 8 9
= Manufacturer
= Customer
How a Distributor Reduces the Number of Channel Transactions
Objectives
Work Performed by Marketing Channels Channel-Design Decisions Channel-Management Decisions Channel Dynamics
©2000 Prentice Hall
How a Distributor Reduces the Number of Channel Transactions
Manufacturer
Vertical marketing channel Manufacturer
Wholesaler
Wholesaler
Retailer Consumer
©2000 Prentice Hall
Retailer Consumer
Causes of Channel Conflict
Lot size Waiting time Spatial convenience Product variety Service backup
©2000 Prentice Hall
Channel Management Decisions
FEEDBACK
©2000 Prentice Hall
Selecting Training
©2000 Prentice Hall
a Few Dominant Members
Contractual Contractual Agreement Among
Channel Members
Conventional Distribution Channel vs. Vertical Marketing Systems
Conventional marketing channel
1
4
B. Number of contacts with a distributor
MxC=3+3=6
Store
2
5
3
6
= Manufacturer
= Customer
©2000 Prentice Hall
= Distributor
Distribution Channel Functions
Transfer
Payments Physical Distribution
Risk Taking
Information Communication Negotiation Ordering Financing
©2000 Prentice Hall
Customers’ Desired Service Levels
Motivating Evaluating
Types of Vertical Marketing Systems
©2000 Prentice Hall
Corporate Common Ownership at Different
Levels of the Channel
Administered Leadership is Assumed by One or
Incompatibility DifferFra Baidu biblioteknce in Perception Dependence
Legal & Ethical Issues in Channel Relations
Exclusive Dealing Exclusive Territories Tying Agreements Dealers’ Rights