复旦大学管理学院：《营销管理》PPT讲义（英文版）_Chapter 10 Marketing Channels

Introduc tion Chapter 10 Marketing Channels slides Gases Providing the \ae Questions. BACK JANUARY Readings

Chapter 10 Marketing Channels Introduc￾tion Slides Cases Questions Readings BACK

Introduction 渠道为王时代的到来 ERE

Introduction 渠道为王时代的到来

ontent 1. Channel functions 2. Types of channels Di 3. Channel design 4. Channel Management 5. Trends of Channel Management

1.Channel Functions 2.Types of channels 3.Channel Design 4.Channel Management 5.Trends of Channel Management

What Is A Marketing Channel a marketing channel is a set of independent organizations involved in the process of making a product or service available for use or consumption

4 What Is A Marketing Channel A marketing channel is a set of independent organizations involved in the process of making a product or service available for use or consumption

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

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

Why Channel needed C C C D C C Number of contacts Number of contacts 3*3=9 3+3=6

6 M C Number of Contacts = 3 * 3 = 9 Number of Contacts = 3＋3 = 6 M M M M M C C C C C D Why Channel needed

Channel flows Physical Physical Physical Possession Possession Possession Ownership Ownership Ownership Promotion Promotion romotion egotiation g Negotiation 2 egotiation Financing Financing Financing Risking Risking Risking Ordering Ordering Ordering Payment Payment Payment

7 Channel Flows Producers Wholesalers Retailers Consumers Industrial and Household Physical Possession Ownership Promotion Negotiation Financing Risking Ordering Payment Physical Possession Ownership Promotion Negotiation Financing Risking Ordering Payment Physical Possession Promotion Ownership Negotiation Financing Risking Ordering Payment

2. Consumer Marketing channels O-level channel H Manufacturer Consumer 1-evel channel Manufacturer Retailer Consumer 2-eve/ channel Mfg>Wholesaler Retailer Consumer 3-eve/ channel Mfg>Wholesaler- Jobber Retailer Consumer

8 2.Consumer Marketing Channels →Wholesaler→ Jobber → Retailer → Consumer Consumer Retailer → Consumer Manufacturer 0-level channel Mfg →Wholesaler Retailer → Consumer 2-level channel Mfg 3-level channel 1-level channel Manufacturer

3.Industrial Marketing Channels distributors- Q 50c → representativ → Sales branch

9 distributors Sales Branch Manufacturer Consumer representative 3.Industrial Marketing Channels

4. Types of Intermediaries (1) Retailer Retail Store Non store specialty Stores Discount Stores Direct Selling Department Stores off-Price Retailer Direct Marketing Supermarkets Superstores Automatic Vending Convenience Stores Catalog Showroom Buying Service

10 4. Types of Intermediaries (1) Retailer Specialty Stores Department Stores Supermarkets Convenience Stores Off-Price Retailer Superstores Catalog Showroom Discount Stores Retail Store Non Store Direct Marketing Automatic Vending Buying Service Direct Selling