市场营销学英文版版教学课件第10章.pptx

1、Marketing:An Introduction Thirteenth Edition Chapter 10 Marketing Channels:Delivering Customer ValueLearning Objectives(1 of 4)10-1.Explain why companies use marketing channels and discuss the functions these channels perform.10-2.Discuss how channel members interact and how they organize to perform

2、 the work of the channel.10-3.Identify the major channel alternatives open to a company.Learning Objectives(2 of 4)10-4.Explain how companies select,motivate,and evaluate channel members.10-5.Discuss the nature and importance of marketing logistics and integrated supply chain management.First Stop:U

3、ber Radically Reshaping Urban TransportationUber lets passengers hail the nearest cab from any location using its smartphone app.Learning Objective 10-1Explain why companies use marketing channels and discuss the functions these channels perform.Supply Chains Upstream partners supply the raw materia

4、ls,components,parts,information,finances,and expertise needed to create a product or service.Downstream partners serve as distribution channels that link the firm and its customers.Value Delivery Network(1 of 2)A network composed of the company,suppliers,distributors,and,ultimately,customers who par

5、tner with each other to improve the performance of the entire system in delivering customer valueValue Delivery Network(2 of 2)Pepsi manages a huge network to create customer value and establish the brands positioning.Marketing Channels(Distribution Channels)Interdependent organizations that help ma

6、ke a product or service available for use or consumption Channel decisions Affect every other marketing decision Can lead to competitive advantage May involve long-term commitments to other firmsFigure 10.1-How a Distributor Reduces the Number of Channel TransactionsHow Channel Members Add Value Int

7、ermediaries create greater efficiency in making goods available to target markets.Marketing intermediaries transform the assortments of products made by producers into the assortments wanted by consumers.Intermediaries bridge the major time,place,and possession gaps that separate goods and services

8、from users.Key Functions Performed by Channel MembersHelp to complete transactionsInformationPromotionContactMatchingNegotiationHelp to fulfill the completed transactionsPhysical distributionFinancingRisk takingNumber of Channel Levels(1 of 2)Channel level:A layer of intermediaries that performs wor

9、k in bringing the product and its ownership closer to the final buyer Direct marketing channel:No intermediary levels Indirect marketing channels:One or more intermediary levelsNumber of Channel Levels(2 of 2)Types of flows that connect the institutions in the channel:Physical flow of products Flow

10、of ownership Payment flow Information flow Promotion flowFigure 10.2-Consumer and Business Marketing ChannelsLearning Objective 10-1 Summary Value delivery network Intermediaries form the marketing channel(or distribution channel)Marketing channel functions:Transaction,information,communication,matc

11、hing,negotiation,physical distribution,financing,and risk takingLearning Objective 10-2Discuss how channel members interact and how they organize to perform the work of the channel.Channel Behavior(1 of 2)Channel conflict:Disagreements among marketing channel members on goals,roles,and rewards Horiz

12、ontal conflict occurs among firms at the same level of the channel.Vertical conflict occurs between different levels of the same channel.Channel Behavior(2 of 2)“Theres a huge connection”between franchisee satisfaction and customer service.Figure 10.3 Comparison of Conventional Distribution Channel

13、with Vertical Marketing SystemVertical Marketing Systems A vertical marketing system(VMS)consists of producers,wholesalers,and retailers acting as a unified system.There are three types of VMSs:Corporate Contractual AdministeredHorizontal Marketing System(1 of 2)Two or more companies at one level jo

14、in together to follow a new marketing opportunity.Horizontal Marketing System(2 of 2)General Mills and Nestloperate a joint ventureCereal Partners Worldwide.Multichannel Distribution Systems A single firm sets up two or more marketing channels to reach customer segments.Advantages:Expansion of sales

15、 and marketing coverage Tailor-made products and services for the specific needs of customer segments Disadvantages:Harder to control Generates conflictFigure 10.4 Multichannel Distribution SystemDisintermediation(1 of 2)Occurs when product or service producers cut out marketing channel intermediari

16、es or when radically new types of channel intermediaries displace traditional onesDisintermediation(2 of 2)Spotify is rapidly disintermediating both traditional music stores and music download services.Learning Objective 10-2 Summary Horizontal and vertical channel conflict Conventional distribution

17、 system,vertical management system(VMS)and horizontal marketing system Multichannel distribution system DisintermediationLearning Objective 10-3Identify the major channel alternatives open to a company.Channel Design Decisions Marketing channel design involves designing effective marketing channels

18、by:Analyzing customer needs Setting channel objectives Identifying major channel alternatives Evaluating the alternativesMajor Channel Alternatives Types of intermediaries refers to channel members available to carry out channel work.Number of intermediaries to use Intensive distribution Exclusive d

19、istribution Selective distribution Responsibilities of each channel memberDesigning International Channels Channel strategies should be adapted to the existing structures within each country.Distribution systems can have many layers and a large number of intermediaries.Customs and government regulat

20、ions can restrict distribution in global markets.Learning Objective 10-3 Summary Channel design begins with assessing needs,objectives and constraints Company determines major channel alternatives Types,number of intermediaries and channel responsibilities Channel alternatives evaluated according to

21、 economic,control and adaptive criteria Channel management-selecting qualified intermediaries,motivating them and evaluating regularlyLearning Objective 10-4Explain how companies select,motivate,and evaluate channel members.Marketing Channel Management(1 of 2)Selecting channel members Managing and m

22、otivating channel members Evaluating channel membersMarketing Channel Management(2 of 2)CVS Caremarks decision leaves tobacco companies seeking new sales channels.Public Policy and Distribution Decisions Exclusive distribution Exclusive dealing Exclusive arrangements(Clayton Act)are legal as long as

23、 the parties Do not substantially lessen competition or tend to create a monopoly Enter into the agreement voluntarilyLearning Objective 10-4 Summary Marketing channel management calls for selecting,managing,and motivating individual channel members and evaluating their performance over time.Company

24、 must sell not only through the intermediaries but also with them.Learning Objective 10-5Discuss the nature and importance of marketing logistics and integrated supply chain management.Marketing Logistics(Physical Distribution)Planning,implementing,and controlling the physical flow of materials,fina

25、l goods,and related information from points of origin to consumption Customer-centered logistics:Marketplace backwards to the factory or sources of supply Outbound logistics Inbound logistics Reverse logisticsFigure 10.5 Supply Chain ManagementMarketing Logistics and Supply Chain Management The goal

26、 of marketing logistics is to deliver a targeted level of customer service at the least cost.Logistics functions include Warehousing Inventory management Transportation Logistics information managementWarehousing(1 of 2)Storage warehouses store goods for moderate to long periods.Distribution centers

27、 are large,highly automated warehouses that receive goods,take orders,fill them,and deliver goods to customers.Warehousing(2 of 2)Amazon employs teams of super-retrievers day-glo orange Kiva robots.Inventory Management Should be done in a cost effective and profitable manner Just-in-time logistics s

28、ystems Radio frequency identification(RFID),smart tag technology,gives the physical location of a product.Transportation(1 of 2)Companies can choose among many transportation modes,including truck,rail,water,pipeline,and air.Transportation(2 of 2)Factors affected by choice of transportationPricing o

29、f productsDelivery performanceCondition of goodsCustomer satisfactionModesTrucks,railroads,water carriers,pipelines,air carriers,and the InternetMultimodal transportationCombining two or more modes of transportationPiggyback,fishyback,trainship,and airtruckLogistics Information Management Flows of i

30、nformation closely linked to channel performance Information can be shared and managed through Electronic data interchange(EDI)Vendor-managed inventory(VMI)Integrated Logistics Management Emphasizes teamwork both inside the company and among all the marketing channel organizations Forming cross-func

31、tional teams inside the firm Building logistics partnerships Outsourcing to third-party logistics providers for functions required to get a clients product to marketLearning Objective 10-5 Summary Marketing logistics-outbound logistics,inbound logistics,and reverse logistics Major logistics function

32、s-warehousing,inventory management,transportation,and logistics information management Integrated supply chain management Third-party logistics(3PL)providers Learning Objectives(3 of 4)10-1.Explain why companies use marketing channels and discuss the functions these channels perform.10-2.Discuss how

33、 channel members interact and how they organize to perform the work of the channel.10-3.Identify the major channel alternatives open to a company.Learning Objectives(4 of 4)10-4.Explain how companies select,motivate,and evaluate channel members.10-5.Discuss the nature and importance of marketing logistics and integrated supply chain management.