对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 12 Distribution Channel Designing and Management

Principles of Marketing 12-1 Session 12 Distribution Channel Designing and Management Text:Chapter 12 對酐至（竹宜多大学 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 12－1 Distribution Channel Designing and Management Principles of Marketing Session 12 Text: Chapter 12

Outline 12-2 I.What is a Distribution Channel? II.Roles of Distribution Channels III.Designing of Distribution Channels IV.Distribution Channel Management 對至（竹置多大学 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 12－2 Outline I. What is a Distribution Channel? II. Roles of Distribution Channels III. Designing of Distribution Channels IV. Distribution Channel Management

12-3 l.What is a Distribution Channel? 雒對酒价置昌大兰 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 12－3 I. What is a Distribution Channel?

I.What is a Distribution Channel? 12-4 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. 對至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 12－4 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

Channel Decisions 12-5 Marketing Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision. :對计适（竹置多大差 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 12－5 Channel Decisions Marketing Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision

12-6 ll.Roles of the Distribution Channel 雒對酒价置昌大兰 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 12－6 II. Roles of the Distribution Channel

ll.Roles of the Distribution Channel 12-7 >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. 對计至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 12－7 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. II. Roles of the Distribution Channel

Number of Social Transition Reduced 12-8 生产商 中间商 罗 對酒（价至多土孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 12－8 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 Number of Social Transition Reduced 生 产 商 顾 客

Product Complexity Grid HIGH Private Trading DISTRIBUTION VALUE- Focus ADDED Internet LOW Trading CUSTOMISED COMMODITY ”對至（竹宜多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 HIGH 12－9 LOW DISTRIBUTION VALUE￾ADDED CUSTOMISED COMMODITY Focus Internet Trading Private Trading Product Complexity Grid

Marketing Channel Functions 12-10 Risk Taking > Matching >Information Negotiation > Promotion Physical Distribution Contact Financing 雒對酒价置邑大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 12－10 Marketing Channel Functions  Risk Taking  Information  Promotion  Contact  Matching  Negotiation  Physical Distribution  Financing