Selecting and Managing Marketing Channels.ppt

1、Chapter 16,Selecting and Managing Marketing Channels,Objectives,Work Performed by Marketing Channels Channel-Design Decisions Channel-Management Decisions Channel Dynamics,How a Distributor Reduces theNumber of Channel Transactions,= Customer,= Manufacturer,How a Distributor Reduces theNumber of Cha

2、nnel Transactions,= Distributor,= Customer,= Manufacturer,Distribution Channel Functions,Consumer Marketing Channels,Manufacturer,0-level channel,Mfg,2-level channel,Mfg,3-level channel,1-level channel,Manufacturer,Industrial Marketing Channels,Customers Desired Service Levels,Lot size Waiting time

3、Spatial convenience Product variety Service backup,Break-Even Cost Chart,Channel Management Decisions,Types of Vertical Marketing Systems,Corporate Common Ownership at Different Levels of the Channel,Conventional Distribution Channel vs. Vertical Marketing Systems,Vertical marketing channel,Manufact

4、urer,Retailer,Conventional marketing channel,Manufacturer,Wholesaler,Causes of Channel Conflict,Incompatibility Difference in Perception Dependence,Legal & Ethical Issues in Channel Relations,Exclusive Dealing Exclusive Territories Tying Agreements Dealers Rights,Chapter 17,Managing Retailing, Whole

5、saling, and Market Logistics,Objectives,Retailing Wholesaling Market Logistics,Four Levels of Retail Service,Self-service Self-selection Limited-service Full-service,Retail Positioning Map,Classification Of Retailer Types,Specialty Stores,Department Stores,Supermarkets,Convenience Stores,Off-Price R

6、etailer,Superstores,Catalog Showroom,Store TypeLength and Breadth of Product Assortment,Discount Stores,Types of NonStore Retailing,Direct Selling,Direct Marketing,Buying Services,NonStore Retailing Accounts for More Than 12% of All Consumer Purchases, and is trending up.,Automatic Vending,Low Price

7、 Low Status Low Margin,Mid Price Mid Status Mid Margin,High Price High Status High Margin,New Entrants,Wheel of Retailing,Why are Wholesalers Used?,Goals of the Logistics System,Provide a Targeted Level of Customer Service at the Least Cost. Maximize Profits, Not Sales.,Inventory When to order How much to order Just-in-time,Costs Minimize Costs of Attaining Logistics Objectives,Warehousing Storage Distribution,Order Processing Submitted Processed Shipped,Logistics Functions,Transportation Water, Truck, Rail, Pipeline & Air,Logistics Systems,Transportation Modes,1. Spee