菲利普·科特勒的“市场营销”讲义(16)
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Payments Physical Distribution
Risk Taking
Information Communication Negotiation Ordering Financing
©2000 Prentice Hall
Customers’ Desired Service Levels
a Few Dominant Members
Contractual Contractual Agreement Among
Channel Members
Conventional Distribution Channel vs. Vertical Marketing Systems
Conventional marketing channel
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
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
1
4
B. Number of contacts with a distributor
MxC=3+3=6
Store
2
5
3
6
= Manufacturer
= Customer
©2000 PrenticBiblioteka Baidu Hall
= Distributor
Distribution Channel Functions
Transfer
©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
Incompatibility Difference in Perception Dependence
Legal & Ethical Issues in Channel Relations
Exclusive Dealing Exclusive Territories Tying Agreements Dealers’ Rights
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
Risk Taking
Information Communication Negotiation Ordering Financing
©2000 Prentice Hall
Customers’ Desired Service Levels
a Few Dominant Members
Contractual Contractual Agreement Among
Channel Members
Conventional Distribution Channel vs. Vertical Marketing Systems
Conventional marketing channel
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
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
1
4
B. Number of contacts with a distributor
MxC=3+3=6
Store
2
5
3
6
= Manufacturer
= Customer
©2000 PrenticBiblioteka Baidu Hall
= Distributor
Distribution Channel Functions
Transfer
©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
Incompatibility Difference in Perception Dependence
Legal & Ethical Issues in Channel Relations
Exclusive Dealing Exclusive Territories Tying Agreements Dealers’ Rights
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