市场营销学第十二章课件.ppt

1、 12 - 1i t s good and good for youChapter TwelveMarketing Channels: Delivering Customer Value12 - 2Marketing Channels: Delivering Customer Value Supply Chains and the Value Delivery Network The Nature and Importance of Marketing Channels Channel Behavior and Organization Channel Design Decisions Cha

2、nnel Management Decisions Marketing Logistics and Supply Chain ManagementTopic Outline12 - 3Supply Chains and the Value Delivery NetworkUpstream partners include raw material suppliers, components, parts, information, finances, and expertise to create a product or serviceDownstream partners include

3、the marketing channels or distribution channels that look toward the customerSupply Chain Partners12 - 4Supply Chains and the Value Delivery NetworkSupply chain “make and sell” view includes the firms raw materials, productive inputs, and factory capacityDemand chain “sense and respond” view suggest

4、s that planning starts with the needs of the target customer, and the firm responds to these needs by organizing a chain of resources and activities with the goal of creating customer valueSupply Chain Views12 - 5Supply Chains and the Value Delivery NetworkValue delivery network is the firms supplie

5、rs, distributors, and ultimately customers who partner with each other to improve the performance of the entire systemValue Delivery Network12 - 6The Nature and Importance of Marketing ChannelsIntermediaries offer producers greater efficiency in making goods available to target markets. Through thei

6、r contacts, experience, specialization, and scale of operations, intermediaries usually offer the firm more than it can achieve on its own.How Channel Members Add Value12 - 7The Nature and Importance of Marketing Channels From an economic view, intermediaries transform the assortment of products int

7、o assortments wanted by consumers Channel members add value by bridging the major time, place, and possession gaps that separate goods and services from those who would use themHow Channel Members Add Value12 - 8The Nature and Importance of Marketing ChannelsHow Channel Members Add Value12 - 9The Na

8、ture and Importance of Marketing ChannelsHow Channel Members Add Value12 - 10The Nature and Importance of Marketing ChannelsNumber of Channel Levels 12 - 11The Nature and Importance of Marketing ChannelsConnected by types of flows: Physical flow of products Flow of ownership Payment flow Information

9、 flow Promotion flowNumber of Channel Levels12 - 12Channel Behavior and OrganizationMarketing channel consists of firms that have partnered for their common good with each member playing a specialized roleChannel conflict refers to disagreement over goals, roles, and rewards by channel membersHorizo

10、ntal conflictVertical conflictChannel Behavior 12 - 13Channel Behavior and OrganizationConventional distribution systems consist of one or more independent producers, wholesalers, and retailers. Each seeks to maximize its own profits, and there is little control over the other members and no formal

11、means for assigning roles and resolving conflict.Conventional Distributions Systems 12 - 14Channel Behavior and OrganizationVertical marketing systems (VMSs) provide channel leadership and consist of producers, wholesalers, and retailers acting as a unified system and consist of:Corporate marketing

12、systemsContractual marketing systemsAdministered marketing systemsVertical Marketing Systems 12 - 15Channel Behavior and OrganizationCorporate vertical marketing system integrates successive stages of production and distribution under single ownership Vertical Marketing Systems12 - 16Channel Behavio

13、r and OrganizationContractual vertical marketing system consists of independent firms at different levels of production and distribution who join together through contracts to obtain more economies or sales impact than each could achieve alone. The most common form is the franchise organization.Vert

14、ical Marketing Systems 12 - 17Channel Behavior and OrganizationFranchisete特许特许 organization links several stages in the production distribution processManufacturer-sponsored retailer franchise systemManufacturer-sponsored wholesaler franchise systemService firm-sponsored retailer franchise systemVer

15、tical Marketing Systems 12 - 18Channel Behavior and OrganizationAdministered vertical marketing system has a few dominant channel members without common ownership. Leadership comes from size and power.Vertical Marketing Systems 12 - 19Channel Behavior and OrganizationHorizontal marketing systems are

16、 when two or more companies at one level join together to follow a new marketing opportunity. Companies combine financial, production, or marketing resources to accomplish more than any one company could alone.Horizontal Marketing System12 - 20Channel Behavior and OrganizationMultichannel Distributi

17、on systems (Hybrid marketing channels) are when a single firm sets up two or more marketing channels to reach one or more customer segmentsMultichannel Distribution Systems Hybrid Marketing Channels12 - 21Channel Behavior and OrganizationMultichannel Distribution System 12 - 22Channel Behavior and O

18、rganizationDisintermediation非居间化非居间化 occurs when product or service producers cut out intermediaries and go directly to final buyers, or when radically new types of channel intermediaries displace traditional onesChanging Channel Organization12 - 23Channel Design Decisions12 - 24Channel Design Decis

19、ionsTargeted levels of customer serviceWhat segments to serveBest channels to useMinimizing the cost of meeting customer service requirementsSetting Channel Objectives12 - 25Channel Design Decisions Types of intermediaries Number of marketing intermediaries Responsibilities of channel membersIdentif

20、ying Major Alternatives12 - 26Channel Design DecisionsIdentifying Major Alternatives12 - 27Channel Design DecisionsEach alternative should be evaluated against: Economic criteria Control Adaptive criteriaEvaluating the Major Alternatives12 - 28Channel Design Decisions Channel systems can vary from c

21、ountry to country Must be able to adapt channel strategies to the existing structures within each countryDesigning International Distribution Channels12 - 29Channel Management Decisions12 - 30Public Policy and Distribution DecisionsExclusive distribution is when the seller allows only certain outlet

22、s to carry its productsExclusive dealing独家销售独家销售 is when the seller requires that the sellers not handle competitors productsExclusive territorial agreements 独家区域协议are where producer or seller limit territoryTying agreements 搭售协议搭售协议are agreements where the dealer must take most or all of the line12

23、 - 31Marketing Logistics and Supply Chain ManagementMarketing logistics (physical distribution) involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet consumer requirements at a profitNatur

24、e and Importance of Marketing Logistics12 - 32Marketing Logistics and Supply Chain ManagementNature and Importance of Marketing Logistics12 - 33Marketing Logistics and Supply Chain ManagementSupply chain management is the process of managing upstream and downstream value-added flows of materials, fi

25、nal goods, and related information among suppliers, the company, resellers, and final consumersNature and Importance of Marketing Logistics12 - 34Marketing Logistics and Supply Chain ManagementMajor Logistics Functions12 - 35Marketing Logistics and Supply Chain Management How many What types Where t

26、o locate Warehouses Distribution centersWarehousing Decisions12 - 36Marketing Logistics and Supply Chain Management Just-in-time systems RFID无线射频识别 Knowing exact product location Smart shelves智慧型货架 Placing orders automaticallyInventory Management12 - 37Marketing Logistics and Supply Chain Management

27、Major Logistics FunctionsTransportation affects the pricing of products, delivery performance, and condition of the goods when they arrive12 - 38Marketing Logistics and Supply Chain ManagementLogistics information management is the management of the flow of information, including customer orders, bi

28、lling, inventory levels, and customer data EDI (electronic data interchange)VMI (vendor-managed inventory)供应商库存管理Logistics Information Management12 - 39Marketing Logistics and Supply Chain ManagementIntegrated logistics management is the recognition that providing customer service and trimming distr

29、ibution costs requires teamwork internally and externallyIntegrated Logistics Management12 - 40Marketing Logistics and Supply Chain ManagementThird-party logistics is the outsourcing of logistics functions to third-party logistics providers (3PLs)Integrated Logistics Management12 - 41The different t

30、ypes of flows, which connect all the institutions in the distribution channel are physical flow, flow of ownership, payment flow, information flow, and _. 1. promotion flow2. work flow3. marketing flow4. financial flow12 - 42The different types of flows, which connect all the institutions in the dis

31、tribution channel are physical flow, flow of ownership, payment flow, information flow, and _. 1. promotion flow2. work flow3. marketing flow4. financial flow12 - 43A _ consists of producers, wholesalers, and retailers acting as a unified system. 1.conventional distribution channel2.parallel marketi

32、ng system3.vertical marketing system4.horizontal marketing system12 - 44A _ consists of producers, wholesalers, and retailers acting as a unified system. 1.conventional distribution channel2.parallel marketing system3.vertical marketing system4.horizontal marketing system12 - 45The _ is the most com

33、mon type of contractual vertical marketing system.1. franchise organization 2. administered organization3. licensing arrangement4. corporate organization12 - 46The _ is the most common type of contractual vertical marketing system.1. franchise organization 2. administered organization3. licensing ar

34、rangement4. corporate organization12 - 47In a _, two or more companies at one level join together to follow a new marketing opportunity. 1.conventional distribution channel2.vertical marketing system3.parallel marketing system4.horizontal marketing system12 - 48In a _, two or more companies at one l

35、evel join together to follow a new marketing opportunity. 1.conventional distribution channel2.vertical marketing system3.parallel marketing system4.horizontal marketing system12 - 49Producers of convenience products and common raw materials typically seek _.1. intensive distribution2. selective dis

36、tribution3. exclusive distribution4. disintermediation12 - 50Producers of convenience products and common raw materials typically seek _.1. intensive distribution2. selective distribution3. exclusive distribution4. disintermediation12 - 51_ involves managing upstream and downstream value-added flows

37、 of materials, final goods, and related information among suppliers, the company, resellers, and final consumers. 1. Vendor management2. Outsourcing 3. Disintermediation4. Supply chain management12 - 52_ involves managing upstream and downstream value-added flows of materials, final goods, and relat

38、ed information among suppliers, the company, resellers, and final consumers. 1. Vendor management2. Outsourcing 3. Disintermediation4. Supply chain management12 - 53What occurs when radically new types of channel intermediaries displace traditional ones? 1. Indirect marketing2. Crowdsourcing3. Disin

39、termediation4. Multichannel marketing12 - 54What occurs when radically new types of channel intermediaries displace traditional ones? 1. Indirect marketing2. Crowdsourcing3. Disintermediation4. Multichannel marketing12 - 55Which vertical marketing system (VMS) integrates successive stages of product

40、ion and distribution under single ownership? 1. Conventional2. Corporate3. Contractual 4. Administered12 - 56Which vertical marketing system (VMS) integrates successive stages of production and distribution under single ownership? 1. Conventional2. Corporate3. Contractual 4. Administered12 - 57Produ

41、cers of a strong brand sometimes sell it to dealers only if the dealers will take some or all of the rest of the line. This is called _. 1. bundled pricing2. full-line forcing3. administered pricing4. zone pricing12 - 58Producers of a strong brand sometimes sell it to dealers only if the dealers wil

42、l take some or all of the rest of the line. This is called _. 1. bundled pricing2. full-line forcing3. administered pricing4. zone pricing12 - 59Moving broken, unwanted, or excess products returned by consumers or resellers is called _.1. redistribution2. outbound distribution3. inbound distribution4. reverse distribution 12 - 60Moving broken, unwanted, or excess products returned by consumers or resellers is called _.1. redistribution2. outbound distribution3. inbound distribution4. reverse distribution