文档介绍：Principles of Marketing
1414--11
SessionSession 1414
DistributionDistribution ChannelChannel
DesigningDesigning andand
ManagementManagement
Text: Chapter 13
国际商学院市场营销学系
Outline
1414--22
. WhatWhat isis aa DistributionDistribution
Channel?Channel?
. RolesRoles ofof DistributionDistribution ChannelsChannels
. DesigningDesigning ofof DistributionDistribution
ChannelsChannels
. DistributionDistribution ChannelChannel
ManagementManagement
国际商学院市场营销学系
1414--33
. WhatWhat isis aa DistributionDistribution
Channel?Channel?
国际商学院市场营销学系
I. What is a Distribution Channel?
1414--44
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.
国际商学院市场营销学系
Channel Decisions
1414--55
Marketing Channel decisions
are among the most important
decisions that management
faces and will directly affect
every other marketing decision.
国际商学院市场营销学系
1414--66
. RolesRoles ofof thethe DistributionDistribution
ChannelChannel
国际商学院市场营销学系
II. Roles of the Distribution Channel
1414--77
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.
国际商学院市场营销学系
Number of Social Transition
Reduced
1 1 1414--88
2
1 1 2
3 3
生产商2 4 2 4 顾客
5 中间商 5
3
3 6 6
7 7
8 4 8
4 9 9
10 10
国际商学院市场营销学系
plexity Grid
1414--99
HIGH
Private
Trading
DISTRIBUTION
VALUE-
ADDED FocusFocu
LOW Trading
MODITY
国际商学院市场营销学系
Marketing Channel Functions
1414--1010
¾ Risk Taking ¾ Matching
¾ Information ¾ Negotiation
¾ Promotion ¾ Physical Distribution
¾ Contact ¾ Financing
国际商学院市场营销学系