Selecting and managing Marketing Channels

1
????????? Selecting and managing Marketing
Channels
2
?????????

• ???????(What is the nature of marketing
  Channels)?
• ?????????????????????????(What decisions do
  companies face in designing, managing,
  evaluating, and modifying their channels)?
• ????????????(What trends are taking place in
  channel dynamics)?
• ?????????(How can channel conflict be managed)?

3
?,???????? (What is the nature of marketing
Channels)

• ??
• ?????????????
• ????????
• ????

4
1,??????

• ?????????????????????????????????
• Marketing channels can be viewed as sets of
  interdependent organizations involved in the
  process of making a product or service available
  for use or consumption.(Stern and
  EL-Ansary(1992), Marketing Channels, 4th ed.
  Prentice Hall.)

5
2,?????????????
6
3,?????

• ?????????????????
• 1,??(Information)????????????????????????????????
  ??????????
• 2,??(Promotion)???????????????????????????
• 3,????(Negotiation)?????????????????????,????????
  ???????

7

• 4,??(Ordering)??????????(?????????????????
• 5,??(Financing)????????????????????????
• 6,????(Risk taking)?????????????????(???????
• 7,??(Physical possession)?????????????????????
• 8,??(Payment)??????????????????????
• 9,?????(title)??????????????????????????

8
4,?????
1????
??
2?????
??
3????
??
4????
??
5????
??
9
5,????(Number of Channel levels)
10
6,????(backward channel)

• ??????(intermediaries)???????????,????
• ????????
• ????
• ??????
• ??????
• ????????
• ?????????
• ???????

11
?????????????????????????(What decisions do
companies face in designing, managing,
evaluating, and modifying their channels)?
12
?,??????(Channel-Design Decision)
?????????????????????,???????????,?????????
13
1,?????????????
14

• ?????5?????
• ????(Lot Size)????????????????????????
• ????(Waiting Time)????????????????,????????????,?
  ????????????????
• ????(Spatial Convenience)????????????????????????
  ?
• ????(Product Variety)??????????????????????????,?
  ??????????,????????????????????
• ????(Service Backup)???????????????(???????????)?
  ??????,????????????

15
2,?????????
16

• ??????????????
• ????????????,???????????????
• ???????,??????????,?????????????????????????????
• ??????,????????????,?????????????
• ????????????????????????????
• ??????????????????,?????????

17
?????????

• ???????????????????????????????
• ???????????????????
• ???????????????????,??????????????????????????????
  ?????,????????????????????????????????????????????
  ?

18
3,????????

• ????????3???????
• ?????????
• ?????????
• ???????????????

19
?????????

• ??????????????????????????????????????????????????
  ????

20
???????
21
???????Number of Intermediaries

• ????????????????????
• ?????(exclusive distribution) ???????????????????
  ??????????????????????????????????????????,???????
  ???????????
• ?????(selective distribution) ???????????,???????
  ???????????????????????????????,???????,??????????
  ?????????????????????????,??????????????????????
• ?????(extensive distribution) ???????????????????
  ??????????????????????????,???????????

22
????????????Terms and Responsibilities of
channel Members

• ????????????????????
• ????(price policy)????????????????????????????????
  ???
• ????(condition of sale)???????????????????????????
  ??????????????????????????????????????????????????
  ????????????????????
• ????????(distributors territorial
  rights),?????????????????????????????
• ?????????(mutual services and responsibilities),??
  ???????,??????????????????????

23
4,?????????

• ????(economic criteria) ??????????????????????
• ????(control criteria) ??????????????????????????
  ?????????????
• ?????(adaptive criteria) ????????????????????????
  ?????????????????????????,?????????,??????????????
  ????????,?????????????

24
(No Transcript)
25
?,?????? channel-Management Decision

• ??????(Selecting Channel Members)
• ??????(Motivating Channel Members)
• ??????(Evaluating Channel Members)
• ??????(Modifying Channel Arrangements)

26
1,??????

• ?????????,???????,???????????
• ?????(number of years in business)
• ???????(the other lines)
• ???????(growth and profit record)
• ????(solvency)
• ????????(cooperativeness and reputation)
• ???????????,??????????????????????????????????
• ????????????????,?????????????,?????????????

27
2,??????

• ??????????????
• ????(coercive power)????????????,?????????????????
  ???
• ????(reward power)?????????????,??????????????????
  ??????,??????
• ????(legitimate power)?????????????????????????,??
  ????????
• ????(expert power)????????????????,???????????????
  ????
• ????(referent power)??????????????????????????????
  ??

28
3,??????
????????????????????,?????????????????????????
????????????????????????
29
4,??????
30

• ??????????????????????????????????14????
• ??1??????????????
• ??2???????????
• ??3???????????????
• ??4????????
• ??5????????????

31

• ??6?????????
• ??7?????????????,???????????
• ??8???????????????
• ??9???????????????
• ??10??????????
• ??11??????????????????????
• ??12??????????????????????????????
• ??13?????????????
• ??14???????

32
?????????????(What trends are taking place in
channel dynamics)
33
?,?????Channel Dynamics

• ???????????,????????????????,??????????????
• ??????(Vertical Marketing Systems)
• ??????(Horizontal Marketing Systems)
• ???????(Multichannel Marketing Systems)

34
1,??????(VMS)

• ???????????????????????
• ??????????????????????????????????????????????????
  ??,???????????????????????????????????????????????
  ???

35

• ???????(VMS)??????????????????????????
• ???????
• ???????????,
• ???????????,
• ?????????????????????????
• ??????????????,???????????????

36
?????????

• 3????????????????????
• ?????????(Corporate VMS) ????????????????????????
  ????????????
• ?????????(Administered VMS) ?????????????????????
  ?????????
• ?????????Contractual VMS) ???????????????????????
  ?????????,????????????????,???????????????????????
  ????

37
??????????3???

• ????????????(Wholesaler-sponsored voluntary
  chains)???????????????????,??????????????
• ???????(Retailer cooperative)????????????????????
  ?????????????
• ??????(Franchise organizations)??????????(?????
  franchisor)?????????????????????

38

• ??????????????(manufacturer-sponsored retailer
  franchise system)
• ??????????????(manufacturer-sponsored wholesaler
  franchise system)
• ???????????????(service-firm-sponsored retailer
  franchise system)

39
2,??????(HMS)
??????????????????????????????????????????????????
????????????????????????,????????????????????????
?????????(synergy)????????????????,????????,??????
?????????(Adler)????????(symbiotic marketing)?
40
3,???????(MMS)

• ?????????????????????????????????????

41

• ?????????,?????????????
• ??????????????????????????????
• ?????????????????????????(???????????????????)?
• ??????????????????????????????(?????????????????)?
  

42

• ????????????
• ???????????????????????????????????,???????
• ????????????????????????????,??????????

43
?,??????????(How can channel conflict be
managed)
44
???????????Channel Cooperation, Conflict, and
Competition

• ?????????????(What types of conflict arise in
  channels)?
• ????????????(What are the major causes of channel
  conflict)?
• ??????????(What can be done to resolve situation
  of conflict)?

45
1,?????????? Types of Conflict and Competition

• ????????????????????????,?????????
• ????????????????????????????
• ???????????????????????,???????????????????

46
2,???????Causes of Channel Conflict

• ?????(Goal Incompatibility)?
• ?????????(unclear Roles and Rights)?
• ???????(Differences in Perception)?
• ?????????????(The Great Dependence of Middleman
  on the Manufacturer)?

47
3,???????Managing Channel Conflict
???????????????????????????????????,??????????????
?????????,????????????
48
?????????

• ??????(The Adoption of Superordinate Goals)?
• ????????????(The Exchange of Persons between Two
  or More Channel Levels)?
• ??(Cooperation)?
• ??????????????(Joint Membership in and between
  Trade Associations)?
• ??????????(Diplomacy, Mediation, Arbitration)?

49
4, ??????????????

• (1)????(Exclusive Dealing) ??????????????????????
  ????????????????????,?????????????????????????????
  ???,???????????
• (2)????(Exclusive Territories)
  ???????????????????????????????????????,??????????
  ???????

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• (3)????(Tying Agreements) ???????????????????????
  ?????????????????????????????????(Full-line
  forcing)?
• (4)?????(Dealers Rights) ??????????????,?????????
  ????????????,???????????????