chapter4,5 讲义.doc

Chapter 4Channels of Distribution.Objectives and Tasks 1.Have a clear idea about the nature and importance of marketing channels. 2. be familiar with different intermediaries (middlemen) and functions performed by them. 3. know the different types of shops. 4. know the modes of transportation. major contents A. Defining marketing channels of distribution Function of distributionMarketing Channels make possible the flow of products and services from a producer, through intermediaries, to a buyer. Intermediaries go by a variety of names:1.middlemen: Any intermediary between manufacturer and user markets.2.Agent or broker : Any middleman with legal authority to act on behalf of the manufacturer.Agents work as manufacturers sales representatives on a relatively permanentbasis, while brokers work as go-betweens for sellers and buyers on a deal-by-deal basis.3.wholesaler: A middleman who sells to other middleman, such as retailer; usually applies to consumer market.4.Retailer: A middleman who sells to consumers.5. Distributors: Usually used to describe a middleman who performs a variety of distribution functions, including selling, maintaining inventories ,extending credit,，and so on. 6.Dealer: an imprecise term that can mean the same as the distributor, retailer, wholesaler, and so forth. Virtually synonymous with middleman.B. Functions performed by intermediaries Intermediaries make possible the flow of products and services from producers to buyers.1.Time Utility2. Place Utility3. Ownership Utility4. Information Utility5. Form Utilitya) Transactional Functions involving-buying-selling-risk takingb). Logistical (distribution) function involving-assorting : creating product assortments from several sources to serve customers.-storing-sorting (repacking)-transportingc). Facilitating Functions involving-financing-grading-feedbackC. RetailingA). By lines of goods handled已经营品种分类1.General-merchandise stores一般商店(杂货铺)department store, general store, discount store. 2.Single-line stores 专业店(经营商品类型单一的商店，如体育用品商店，照相器材店等)3.Specialty stores 特品店.B). By ownership 以所以权分类1.independents 个体店2. chain stores 连锁店3. voluntary chains 自愿连锁店C). By Geographic Location 以地理位置分类1. neighborhood shopping center 邻里商业中心2. community shopping center 社区商业中心3. regional shopping center 地区商业中心D). By type of Operation 以运作方式分类 1. In-home or Direct selling家居销售与直销 2. Catalog selling 目录销售 3. Electronic sales (E-sales) 电子销售D. Distribution Channels 分销渠道 1.Channels for Consumers Goods 消费品分销渠道 2. Channels for Industrial Goods工业品分销渠道E. Modes of Transportation1.Marine Transportation a. Conference Line Vessels 海运公会班轮 b. Non-Conference Line Vessels 非海运公会班轮 c. Tramp Ships 不定期货船 d. Charter Ships 包租赁船2.Air Transportation3.Overland Transportation4. Pipeline Transportation. Business Expression1.wholesaler 2. retailer 3. discount store4. general store 5. specialty store 6. mail-order-house 7. vending machine8. virtual store 9. agent10. broker 11. distribution channel12. channel level 13. intensive distribution14. exclusive distribution 15. selective distribution16. distribution center 17. distribution18. stock control 19.wheel of retailing 20. chain store. Items to be checked Be clean about the functions of middlemen Memorized the related business expressionsChapter 5Promotion.Objectives and tasks1. Know objectives and functions of advertising.2. Be familiar with the major types of advertising media.3. To remember personal selling process and modes of sales promotion.major contentsThe definition of advertising: advertising is a paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.purposes : Advertising is used to publicize anew product, or to remind the public that a product is still around or, most commonly, to show the advantages, utilities, and features of a product in comparison with rival products.functions: 1. to inform 2. to persuade 3. to remindObjectives: 1.to provide information 2. to create interest 3. to persuade 4. to generate immediate salesTasks: the AIDA formula AIDA is derived from the first letter in each of the major tasks of advertising: to attract Attention , to draw Interest, to create Desire and to prompt Action.Promotion Mix: The combination of the promotional tools is called the promotion mix. Tools that are commonly used for promotion are advertising, sales, promotion,personal selling, public relations,publicity,etc.There are two types of advertising: Product advertising and institutional advertising. The former focuses on individual products while the latter is used to create a positive image for an organization.The major types of advertising media: 1.newspaper 2. television 3. radio 4. direct mail 5. magazines 6.internet 7. outdoor8. othersPersonal selling The selling process can be broken into the following seven steps.1.To Prospect 物色（潜在顾客）2. To Qualify 确认3 To Approach 接触（顾客）4. To Make Presentation 演示5. To Handle Objection 处理（顾客）不同意见6. To Close 成交7. To Follow-up 售后跟踪The purpose of sales promotion is to create consumer awareness and push sales of a firms product or service.Modes of Sales Promotion1.point-of-sale displays 2.speciaty advertising3.contests 4.sweepstakes5.coupons 6.permiums7.trade stamps 8. trade shows 9.sponsorshipPublic relations and publicity Public relations is a tool with which a firm builds good will among the public and maintains a positive image of itself. Publicities refers to new reports about firms goods, services , or the firm itself. Business Expressions1. promotion mix 2. product advertising3. institutional advertising 4.outdoor billboard5.yellow pages 6. advertising agency7. make presentation 8. handle objections9. point-of-sale displays 10.sweep stakes11. coupon 12. trade stamp 13. trade show 14. public relation15. publicity 16. word of mouth17. marketing database 18. advertising objective19. information advertising 20. media vehicles21. allowance 22.sales-force management23. sales quota 24. price packs. Items to be checked Know the function of advertising Know the contents of promotion mix Be familiar with the modes of sales promotion Memorized the related business expressionsChapter 6Money and Banking.Objectives and TasksTo understand the importance and characteristics of money.To know the functions of money.To be familiar with the types of money and the financial systems.Major contents 1.what is money? Money is something that people accept aspayment for a good on service. It must be generally acceptable to those who are exchanging goods and services in markets.2. Characteristics of moneya. stability (of value) 稳定性b. scarcity 稀缺性c. portability 便携性d. durability 耐用性e. uniformity 统一性f. Divisibility 可分割性g. Acceptability 合法实用性3.Functions of money a. Money serves as a medium of a exchange 交换媒介的作用 b. Money serves as unit of a count 价值尺度 c. Money serves as a standard of deferredpayment 延迟支付的标准 d. Money serves as a store of value储藏价值4.Types of moneya.M-1: 狭义货币The most common definition of money is M-1, which include the most liquid (spendable), forms of money: currency, demand deposits,and other “checkable” deposits. b.)M-2广义货币 A broader definition of money is M-2, which consists of everything in money M-1 plus time deposits, money-market mutual funds and other items, which cannot be spent directly but can be easily converted to spendable forms.5.The financial system In the US, this system is made up of commercial bank saving and loan associations, mutual saving banks,credit unions, and insurance companies.Commercial banks Services provided by commercial banks1.)taking in deposit2.)making loans3.) providing services in currency exchange,letters of credits and bankers acceptance.4.)issuing credit cards5.)financial counseling 6.Saving and Loan Associations Savings and Loan Associations1储蓄与贷款社 按法律组成的金融公司，主要是将其股票出售给私人，用其所得款项投资于住宅抵押贷款。投资者的利益以股票股利形式取得。 2储蓄贷款协会美国根据联邦或州法律成立的金融机构，其特点是向投资人出售股票并将收入主要用于住房抵押贷款，投资人取得股息而不是存款利息。 a. Mutual savings banks 互助储蓄银行美国的一个合作性储蓄银行，由银行的所有存款人共同经营管理并提供个人贷款，保险库出租服务，以及负责处理信托基金等业务。 b. Credit unions 信用合作社（存款互助会） c. Other financial institutions 7.Money Supply and Federal Reserve Systems Federal Reserve Systems (美)联邦准备制度（即美国中央银行制度。根据1913年12月23日威尔逊总统签署的“联邦准备法”于1914年正式成立。其目的是实行弹性通货，从事商业票据再贴现使银行检查更健全有效，以及实现高度就业和稳定物价水平等。其业务包括:(1)集中会员银行法定准备金；（2）对会员银行从事放贷贴现及票据清算，成为银行之银行；（3）统一钞票发行；（4）管理信用，这是联邦准备制度的主要业务和功能；（5）代理国库） Federal Reserve Banks (FRB) (美)联邦储备银行 即美国中央银行。其主要业务是：(1)发行货币;(2) 发行国家证券；（3）控制各商业银行储备金。全国划分为12个区域，各设一家联邦储备银行执行中央银行的任务。Federal Reserve Board 联邦储备委员会 即Board of Governors of the Federal Reserve Syst