电子课件Chap011

and consumer to benefit from lower per unit transaction cost
- producers gain access to wider market coverage
- The buyer benefit form a range of additional service which distributor can provide more efficiently than the manufacturer.
- The producer escapes the costs associated with the establishment of a
distribution work. - Intermediaries increase contact efficiency.
Unit Eleven international marketing channels
- have no intermediary
Indirect distribution channel 间接分销渠道 - the producer entrusts some parts of distribution task to independent intermediaries.
Unit Eleven international marketing channels
service available for use or consumption.
Channel members(渠道成员): participants in a channel. (producers, intermediaries and final buyers)
Unit Eleven international marketing channels
Unit Eleven international marketing channels
5. Factors affecting channel choice (影响渠道选择的因素)
1. Company (producers with large financial, managerial, and marketing resources; smaller and weaker producers…)
2. Consumers
(if consumers expect to purchase regularly, or are willing to travel to buy a product…)
3. Product
(perishable products; low value products; large complex products – medical equipment) 4. Environment (government; culture background; customs…)
4. Types of channels 4.1 Distribution channels for consumer products
producer producer producer producer
agent wholesaler
retailer consumer consumer retailer consumer wholesaler retailer consumer
Unit Eleven international marketing channels
2. Some core concepts Marketing channel(营销渠道): a set of interdependent organizations involved in the process of making a product or
Unit Eleven international marketing channels
7. Physical distribution (物流)
it refers to the physical requirements necessary to move a product from producer to end-user, it can also be called a
Gome
Unit Eleven international marketing channels
3. Functions of channels
Risk taking Information
Financing
Promotion
Physical distributn
6. Channel management (渠道管理)
6.2 Channel conflict (渠道冲突) - Vertical conflict: conflicts occur at different channel levels - Horizontal conflict: conflicts occur among the same channel level
Matching
Unit Eleven international marketing channels
4. Types of channels -- According to whether to use an intermediary Direct distribution channel 直接分销渠道
agent
wholesaler
wholesaler
consumer
consumer
consumer
consumer
Unit Eleven international marketing channels
4. Types of channels 4.3 Channel structures - The vertical dimension - channel length
The functions of logistics:
Order processing Received Processed Shipped Warehousing Storage Distribution
Logistics functions
Transportation Rail, Truck, Water, pipeline, Air Inventory When to order How much to order Just-in-time
producer producer producer producer
agent
agent
wholesaler
wholesaler
industrial user
Industrial user
Industrial user
Industrial user
(Channel for industrial products)
retailer, that operates between the producers and the final buyer of
product.
Unit Eleven international marketing channels
Why use intermediaries? - The specialization in distribution channels allows both manufacturer
consumers have strong brand preferences and are willing to go out of their way to obtain the product – specialty products
Unit Eleven international marketing channels
3. Reasons for using intermediaries
TCL Hisense Haier Sony LG
Unit Eleven international marketing channels
3. Reasons for using intermediaries
TCL Hisense Haier Sony LG
producer
producer
producer
producer
agent
agent
wholesaler
wholesaler
industrial user
Industrial user
Industrial user
Industrial user

Types of distribution channel
Unit Eleven international marketing channels
6. Channel management (渠道管理)
6.1 Channel strategies – number of intermediaries to use - intensive distribution 密集分销
is determined by the number of types of participants making
up the channel - The horizontal dimension – channel width is determined by number of participants of one type at the same level in the channel.
widespread availability – convenience products
- selective distribution 选择分销
consumers have some brand preferences – shopping products