銷售：管理有利潤的客戶關(guān)系

MarketingChannels

andSupplyChainManagementChapter131第一頁，共二十六頁。ObjectivesKnowwhycompaniesusedistributionchannelsandunderstandthefunctionsthatthesechannelsperform.Learnhowchannelmembersinteractandhowtheyorganizetoperformtheworkofthechannel.Knowthemajorchannelalternativesthatareopentoacompany.2第二頁，共二十六頁。ObjectivesComprehendhowcompaniesselect,motivate,andevaluatechannelmembers.Understandthenatureandimportanceofmarketinglogisticsandintegratedsupplychainmanagement.3第三頁，共二十六頁。Dominatesworld’smarketsforheavyconstructionandminingequipment.IndependentdealersarekeytosuccessDealernetworkislinkedviacomputersCaterpillarstressesdealerprofitability,extraordinarydealersupport,personalrelationships,dealerperformanceandfull,honest,andfrequentcommunicationsCaterpillarCaseStudy4第四頁，共二十六頁。DefinitionValueDeliveryNetworkThenetworkmadeupofthecompany,suppliers,distributors,andultimatelycustomerswho“partner”witheachothertoimprovetheperformanceoftheentiresystem.5第五頁，共二十六頁。ChannelchoicesaffectotherdecisionsinthemarketingmixPricing,MarketingcommunicationsAstrongdistributionsystemcanbeacompetitiveadvantageChanneldecisionsinvolvelong-termcommitmentstootherfirmsNature&ImportanceofMarketingChannels6第六頁，共二十六頁。HowChannelMembersAddValueIntermediariesrequirefewercontactstomovetheproducttothefinalpurchaser.Intermediarieshelpmatchproductassortmentdemandwithsupply.Intermediarieshelpbridgemajortime,place,andpossessiongapsthatseparateproductsfromthosewhowouldusethem.Nature&ImportanceofMarketingChannels7第七頁，共二十六頁。KeyFunctionsPerformedby

ChannelMembersNature&ImportanceofMarketingChannelsInformationPromotionContactMatchingNegotiationPhysicalDistributionFinancingRisktaking8第八頁，共二十六頁。NumberofChannelLevelsThenumberofintermediarylevelsindicatesthelengthofamarketingchannel.DirectChannelsIndirectChannelsProducerslosemorecontrolandfacegreaterchannelcomplexityasadditionalchannellevelsareadded.Nature&ImportanceofMarketingChannels9第九頁，共二十六頁。ChannelMembersAreConnected

ViaAVarietyofFlowsNature&ImportanceofMarketingChannelsPhysicalFlowPaymentFlowInformationFlowPromotionFlowFlowofOwnership10第十頁，共二十六頁。ChannelConflictOccurswhenchannelmembersdisagreeonroles,activities,orrewards.TypesofConflict:

Horizontalconflict:occursamongfirmsatthe

samechannellevel

Verticalconflict:occursamongfirmsatdifferentchannellevelsChannelBehaviorandOrganization11第十一頁，共二十六頁。VerticalMarketingSystemsCorporateVMSContractualVMS

Manufacturer-sponsoredretailerfranchisesystemManufacturer-sponsoredwholesalerfranchisesystemService-firm-sponsoredretailerfranchisesystemAdministeredVMSChannelBehaviorandOrganization12第十二頁，共二十六頁。MultichannelDistributionSystemsAlsocalledhybridmarketingchannelsOccurswhenafirmusestwoormoremarketingchannelsHybridmarketinghasmanyadvantagesChangingChannelOrganizationDisintermediationChannelBehaviorandOrganization13第十三頁，共二十六頁。Step1:AnalyzingConsumerNeedsCostandfeasibilityofmeetingneedsmustbeconsideredStep2:SettingChannelObjectivesSetchannelobjectivesintermsoftargetedlevelofcustomerserviceManyfactorsinfluencechannelobjectivesChannelDesignDecisions14第十四頁，共二十六頁。Step3:IdentifyingMajorAlternativesTypesofintermediariesCompanysalesforce,manufacturer’sagency,industrialdistributorsNumberofmarketingintermediariesIntensive,selective,andexclusivedistributionResponsibilitiesofchannelmembersChannelDesignDecisions15第十五頁，共二十六頁。Step4:EvaluatingMajorAlternativesEconomiccriteriaControlissuesAdaptivecriteriaChannelDesignDecisions16第十六頁，共二十六頁。DesigningInternationalDistributionChannelsGlobalmarketersusuallyadapttheirchannelstrategiestostructuresthatexistwithinforeigncountriesKeychallenges:MaybecomplexorhardtopenetrateMaybescattered,inefficient,ortotallylackingChannelDesignDecisions17第十七頁，共二十六頁。SelectingChannelMembersIdentifycharacteristicsthatdistinguishthebestchannelmembersManagingandMotivatingChannelMembersPartnerrelationshipmanagement(PRM)iskeyEvaluatingChannelMembersPerformanceshouldbecheckedagainststandardsChannelmembersshouldberewardedorreplacedasdictatedbyperformanceChannelManagementDecisions18第十八頁，共二十六頁。ExclusivedistributionOnlycertainoutletsareallowedtocarryafirm’sproductsExclusivedealingExclusiveterritorialagreementsTyingagreementsPublicPolicyandDistributionDecisions19第十九頁，共二十六頁。MarketingLogisticsOutbounddistributionInbounddistributionReversedistribution InvolvestheentiresupplychainmanagementsystemMarketingLogisticsandSupplyChainManagement20第二十頁，共二十六頁。WhyGreaterEmphasisisBeingPlacedonLogistics:OffersfirmsacompetitiveadvantageCanyieldcostsavingsGreaterproductvarietyrequiresimprovedlogisticsImprovementsindistributionefficiencyarepossibleduetoinformationtechnologyMarketingLogisticsandSupplyChainManagement21第二十一頁，共二十六頁。GoalsoftheLogisticsSystemNosystemcanbothmaximizecustomerserviceandminimizecosts.Firmsmustfirstweighthebenefitsofhigherserviceagainstthecosts.Stategoalsintermsofatargetedlevelofcustomerserviceattheleastcost.MarketingLogisticsandSupplyChainManagement22第二十二頁，共二十六頁。MajorLogisticsFunctionsWarehousingInventoryManagementTransportationLogisticsInformationManagementMarketingLogisticsandSupplyChainManagement23第二十三頁，共二十六頁。TransportationCarrierOptionsMarketingLogisticsandSupplyChainManagementTruckRailWaterPipelineAirInternet

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