对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 14 Distribution Channel Designing and Management

Principles of Marketing 14-1 Session 14 Distribution Channel Designing and Management Text:Chapter 12 制计价蜀易大孝 国际商学院市场营销学系

Distribution Channel Distribution Channel Designing and Designing and Management Management 14 － 1 14 － 1 Principles of Marketing Session 14 Session 14 Text: Chapter 12

Outline 14-2 I.What is a Distribution Channel? II.Roles of Distribution Channels III.Designing of Distribution Channels IV.Distribution Channel Management 制卧价蜀易大学 国际商学院市场营销学系

Outline I. What is a Distribution I. What is a Distribution Channel? Channel? II. Roles of Distribution Channels II. Roles of Distribution Channels III. Designing of Distribution III. Designing of Distribution Channels Channels IV. Distribution Channel IV. Distribution Channel Management Management 14－2 14－2

I.What is a Distribution Channel? 14-3 A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user. 制卧价策易大学 国际商学院市场营销学系

I. What is a Distribution Channel? A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user. 14 － 3 14 － 3

Channel Decisions 14-4 Marketing Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision. 制卧价策易大学 国际商学院市场营销学系

Channel Decisions Marketing Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision. 14 － 4 14 － 4

ll.Roles of the Distribution Channel 14-5 >The distribution channel totally constitutes the“stock”for the whole society.It has its own reason of existence. >Briefly,it helps the manufacturers to be social efficient and effective. ”制卧价策易大考 国际商学院市场营销学系

14－5 14－5 ¾The distribution channel totally constitutes the “stock” for the whole society. It has its own reason of existence. ¾Briefly, it helps the manufacturers to be social efficient and effective. II. Roles of the Distribution Channel

Number of Social Transition Reduced 14-6 生产商 中间商 制卧爱价蜀易大学 国际商学院市场营销学系

6 10 9 7 5 4 3 2 8 1 1 2 3 4 2 1 1 2 3 3 4 4 5 6 7 8 9 10 中间商 14－6 14－6 Number of Social Transition Reduced 生产商

Product Complexity Grid 14-7 HIGH Private Trading DISTRIBUTION VALUE- Focus ADDED Internet LOW Trading CUSTOMISED COMMODITY 制卧价蜀易大学 国际商学院市场营销学系

HIGH LOW DISTRIBUTION VALUE￾ADDED CUSTOMISED COMMODITY Focus Internet Internet Trading Trading Private Private Trading Trading 14－7 14－7 Product Complexity Grid

Marketing Channel Functions 14-8 Risk Taking >Information Promotion Contact > Matching Negotiation Physical Distribution >Financing 国际商学院市场营销学系

14 － 8 Marketing Channel Functions 14 － 8 ¾ Risk Taking ¾ Information ¾ Promotion ¾ Contact ¾ Matching ¾ Negotiation ¾ Physical Distribution ¾ Financing

Flows in Distribution Channels 14-9 physical physical physical 生 ownership 批 ownership 零 ownership promotion promotion Promotion negotiation negotiation negotiation 产 financing 发 financing 售 financing 费者及最 risk risk risk 用 ordering ordering 商 ordering 商 户 商 payment payment payment information information information 制卧经价蜀易大考 国际商学院市场营销学系

生 产 商 批 发 商 零 售 商 消 费 者 及 最 终 用 户 physical ownership physical ownership ownership promotion promotion Promotion negotiation negotiation negotiation financing financing financing risk risk risk ordering ordering ordering payment payment payment information information information physical 14－9 14－9 Flows in Distribution Channels

lll.Designing of Distribution Channels 14-10 Channel Levels and Channel Conflicts >Channel Organization >Alternatives of Channel Width 证尉纤价贸多大学 国际商学院市场营销学系

III. Designing of Distribution III. Designing of Distribution Channels Channels ¾Channel Levels and Channel Conflicts ¾Channel Organization ¾Alternatives of Channel Width 14 －10 14 －10