现代营销学课件：Chapter 11 DISTRIBUTION CHANNELS AND LOGISTICS MANAGEMENT

1、Chapter 11DISTRIBUTION CHANNELS AND LOGISTICS MANAGEMENTDistribution channel(marketing channel): A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user.ContentsThe Nature of Distribution ChannelsC

2、hannel Behavior and OrganizationChannel Design DecisionsChannel Management DecisionsPhysical Distribution and Logistics ManagementThe Nature of Distribution Channels(1) Why Are Marketing Intermediaries Used?M1M2M3MjC1C2C3CkC1C2C3CkM1M2M3MjRThe Nature of Distribution Channels(1)Distribution Channel F

3、unctions Spacial utilities Time utilities Ownership utilities Information utilities The Nature of Distribution Channels(1)Number of Channel Levels Channel level: a layer of middlemen that performs some work in bringing the product and its ownership closer to the final buyer. Direct marketing channel

4、: A marketing channel that has no intermediary levels. Indirect marketing channels: Channels containing one or more intermediary levels.The Nature of Distribution Channels(2) ManufacturerManufacturerManufacturerManufacturerWholesalerWholesalerJobberRetailerRetailerConsumerRetailerConsumerConsumerCon

5、sumer1234A. Customer marketing channelsManufacturerManufacturerManufacturerManufacturer1234The Nature of Distribution Channels(3) Business customerBusiness customerBusiness customerBusiness customerBusiness distributorManufacturers representatives or sales branchBusiness distributorManufacturers rep

6、resentatives or sales branchB. Business marketing channelsChannel Behavior and OrganizationChannel BehaviorVertical Marketing SystemsHorizontal Marketing SystemsHybrid Marketing SystemsChannel behaviorChannel conflict: Disagreement among marketing channel members on goals and roles-who should do wha

7、t and for what rewards. Horizontal conflict occurs among firms at the same level of the channel. Vertical conflict is even more common and refers to conflicts between different levels of the same channel. Vertical marketing systems(1)Conventional distribution channel: A channel consisting of one or

8、more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profits even at the expense of profits for the system as a whole.Vertical marketing system(VMS): A distribution channel structure in which producers, wholesalers, and retailers act as a unifi

9、ed system.Vertical marketing systems(2)Conventional marketing channelVertical marketing systemManufacturerWholesalerRetailerConsumerManufacturerRetailerConsumerWholesalerFigure11-3 Comparison of conventional distribution channel with vertical marketing systemVertical marketing systems(3)Vertical mar

10、keting systems(VMS) Administered VMS Contractual VMS Corporate VMS Franchise organizations Retailer cooperativesWholesaler-sponsored voluntary chainsFigure 11-4 Types of vertical marketing systemsCorporate VMS: A vertical marketing system that combines successive stages of production and distributio

11、n under single ownership.Contractual VMS: A vertical marketing system in which independent firms at different levels of production and distribution join together through contracts to obtain more economies or sales impact than they could achieve alone.Administered VMS:A vertical marketing system that

12、 coordinates successive stages of production and distribution, not through common ownership or contractual ties, but through the size and power of one of the parties.Vertical marketing systems(4)Wholesaler-sponsored voluntary chains: Contractual vertical marketing systems in which wholesalers organi

13、ze voluntary chains of independent retailers to help them compete with large corporate chain organizations.Retailer cooperatives: Contractual vertical marketing systems in which retailers organize a new, jointly owned business to carry on wholesaling and possibly production.Franchise organization: A

14、 contractual vertical marketing system in which a channel member, called a franchiser, links several stages in the production-distribution process.Vertical marketing systems(5)Horizontal marketing systems A channel arrangement in which two or more companies at one level join together to follow a new

15、 marketing opportunity.Hybrid marketing systemsHybrid marketing systems: Multichannel distribution systems in which a single firm sets up two or more marketing channels to reach one or more customer segments.ProductDistributionsDealersRetailersConsumer segment 1Consumer segment 2Business segment 1Bu

16、siness segment 2Sales forceCatalogs, telephoneFigure 11-5 Hybrid marketing channelChannel Design DecisionsAnalyzing Consumer Service NeedsSetting the Channel Objectives and ConstraintsIdentifying Major Alternatives -Types of intermediaries -Number of marketing intermediaries Intensive distribution:

17、Stocking the product in as many outlets as possible. Exclusive distribution: Giving a limited number of dealers the exclusive right to distribute the companys products in their territories. Selected distribution: The use of more than one, but fewer than all, of the intermediaries who are willing to

18、carry the companys products. -Responsibilities of channel membersEvaluating the Major AlternativesDesigning International Distribution Channels Channel Management DecisionsSelecting Channel MembersMotivating Channel MembersEvaluating Channel MembersPhysical Distribution and Logistics Management Natu

19、re and Importance of Physical distribution and Marketing LogisticsGoals of the Logistics SystemMajor Logistics FunctionsIntegrated Logistics ManagementPhysical distribution(marketing logistics): The tasks involved in planning, implementing, and controlling the physical flow of materials, final goods

20、, and related information from points of origin to points of consumption to meet customer requirements at a profit.Nature and Importance of Physical distribution and Marketing LogisticsSuppliersManufacturersWholesalersRetailersCustomersFigure 11-6 Marketing logistics: managing supply chainsMajor Logistics FunctionsOrder processingWarehousing Distribution center: A large, highly automated warehouse designed to receive goods from various plants and suppliers, take orders, fi