文档介绍:Chapter 16
Selecting and
Objectives
Work Performed by Marketing Channels
Channel-Design Decisions
Channel-Management Decisions
Channel Dynamics
How a Distributor Reduces theNumber of Channel Transactions
= Customer
= Manufacturer
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 theNumber of Channel Transactions
= Distributor
= Customer
= Manufacturer
B. Number of contacts
with a distributor
M x C = 3 + 3 = 6
Store
1
2
3
4
5
6
Distribution Channel Functions
Ordering
Payments
Communication
Transfer
Negotiation
Financing
Risk Taking
Physical
Distribution
Information
Consumer Marketing Channels
Wholesaler
Jobber
Retailer
Consumer
Consumer
Retailer
Consumer
Manufacturer
0-level channel
Wholesaler
Retailer
Consumer
Mfg
2-level channel
Mfg
3-level channel
1-level channel
Manufacturer
Industrial
distributors
Manufacturer
Consumer
Manufacturer’s
representative
Manufacturer’s
sales branch
Industrial Marketing Channels
Customers’ Desired Service Levels
Lot size
Waiting time
Spatial convenience
Product variety
Service backup
Break-Even Cost Chart
Selling
costs
(dollars)
Level of sales (dollars)
Company
sales force
Manufacturer’s
sales agency
SB
Channel Management Decisions
Selecting
FEEDBACK
Motivating
Training
Evaluating