复旦大学：《营销管理》PPT课件讲义_Managing Distribution Channels

Managing Distribution Channels Chapter 14

Managing Distribution Channels Chapter 14

Learning objectives Typical Channels of Distribution Vertical Marketing Systems Distribution functions Managing the channel

Learning Objectives Typical Channels of Distribution Vertical Marketing Systems Distribution Functions Managing the Channel

How a distributor reduces the Number of channel transactions A Number of contacts 567 ithout a distributor MXCE3X3=9 8 Manufacturer Customer

How a Distributor Reduces the Number of Channel Transactions = Manufacturer = Customer A. Number of contacts without a distributor M x C = 3 X 3 = 9 1 3 2 4 5 6 7 8 9

How a Distributor Reduces the Number of channel transactions 4 B. Num ber of contacts with a distributor Mxc=3+3=6 Store 5 Manufacturer Customer TmmT=Distributor

How a Distributor Reduces the Number of Channel Transactions = Manufacturer = Customer = Distributor B. Number of contacts with a distributor M x C = 3 + 3 = 6 Store 1 2 3 4 5 6

Datri ution hanellinetione Information Transfer Communication Payments Negotiation Physical Distribution Ordering Risk Taking Financing

Distribution Channel Functions Ordering Payments Communication Transfer Negotiation Financing Risk Taking Physical Distribution Information

Distribution channels definition

Distribution Channels Definition

Multiple channels Dual distribution The use of more than one channel to bring the same product (or similar products under different brand names )to several customer segments Strategic Channel Alliance An agreement in which a marketer uses another marketers channel to reach customers Reverse channels Channels that bring products from customers to marketers

Multiple Channels Dual Distribution The use of more than one channel to bring the same product (or similar products under different brand names) to several customer segments Strategic Channel Alliance An agreement in which a marketer uses another marketer’s channel to reach customers Reverse Channels Channels that bring products from customers to marketers

Channel arrangements Conventional channels Vertical Marketing SystemS(VMS)-a professionally planned and managed network of channel relationships designed for optimal efficiency and effectiveness

Channel Arrangements Conventional channels Vertical Marketing Systems (VMS) -- a professionally planned and managed network of channel relationships designed for optimal efficiency and effectiveness

Three Types of VMS orporate Contractual Administered

Three Types of VMS Corporate - Contractual - Administered -

Channel arrangement 工立七七1e Conventional Control Administered Contractual Corporate Most con七o

Channel Arrangement Conventional Administered Contractual Corporate Little Control Most Control