Ch08_IntlChannels

1、Chapter Eight Channels of Distribution1Chapter Eight Channels of Distribution2Chapter Eight Channels of Distribution31Chapter Eight Channels of Distribution41分销渠道分销渠道MarketingChannel供应链供应链SupplyChain一系列互相联系的、促进产品所有权一系列互相联系的、促进产品所有权从制造商到商业用户或消费者转移的机构，从制造商到商业用户或消费者转移的机构，是联结生产者与消费者的纽带是联结生产者与消费者的纽带A set

2、 of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumerThe connected chain of all the business entities, both internal and external to the company, that perform or support the logistics function.Chapter Eight Channels of Distri

3、bution5专业化与分工专业化与分工Specialization andDivision of LaborChannelsFulfillThreeImportantFunctions克服差异克服差异OvercomingDiscrepancies提高交易效率提高交易效率Providing ContactEfficiency1Chapter Eight Channels of Distribution61Chapter Eight Channels of Distribution7数量差异数量差异Discrepancyof Quantity分类差异分类差异DiscrepancyOf Assort

4、ment厂商大量生产、顾客小批量购买厂商大量生产、顾客小批量购买The difference between the amount ofproduct produced and the amount an end user wants to buy 厂商种类狭窄、顾客需求宽泛厂商种类狭窄、顾客需求宽泛The lack of all the items a customerneeds to receive full satisfaction from a product or products1Chapter Eight Channels of Distribution8时间差异时间差异Temp

5、oralDiscrepancy空间差异空间差异SpatialDiscrepancy产品已生产、顾客未准备购买产品已生产、顾客未准备购买 A situation that occurs when a productis produced but a customer is not ready to buy it厂商地理位置固定、市场分散厂商地理位置固定、市场分散The difference between the location of a producer and the location of widely scattered markets1Chapter Eight Channels o

6、f Distribution9ZenithSonyRCAToshibaZenithSonyRCAToshiba1Chapter Eight Channels of Distribution102Chapter Eight Channels of Distribution11ProducerProducerProducerProducerConsumersConsumersConsumersConsumersRetailersRetailersRetailersWholesalersWholesalersAgents orBrokers2Chapter Eight Channels of Dis

7、tribution12ProducerProducerProducerProducerIndustrialUserIndustrialUserIndustrialUserIndustrialUserIndustrialDistributorIndustrialDistributorAgents orBrokersAgents orBrokersProducerGovernmentBuyer2Chapter Eight Channels of Distribution13厂商直接向消费者销售的分销渠道A distribution channelin which producers sell di

8、rectly to consumers.2Chapter Eight Channels of Distribution142Chapter Eight Channels of Distribution15非传统渠道非传统渠道NontraditionalChannels多重渠道多重渠道Multiple Channels渠道调整渠道调整Adaptive Channels 战略渠道同盟战略渠道同盟Strategic ChannelAlliances 2互联网邮购使用他人已建渠道直销-中介Chapter Eight Channels of Distribution16Chapter Eight Cha

9、nnels of Distribution17Chapter Eight Channels of Distribution18Chapter Eight Channels of Distribution19Chapter Eight Channels of Distribution20Chapter Eight Channels of Distribution21Chapter Eight Channels of Distribution22Chapter Eight Channels of Distribution23Chapter Eight Channels of Distributio

10、n24密集密集Intensive选择性选择性Selective独占性独占性ExclusiveAchieve mass marketselling. Convenience goods.Work with selected intermediaries. Shopping and some specialty goods.Work with singleintermediary. Specialty goods and industrial equipment.许多许多Many若干若干Several唯一唯一OneChapter Eight Channels of Distribution25Ch

11、apter Eight Channels of Distribution26Chapter Eight Channels of Distribution27Chapter Eight Channels of Distribution28Chapter Eight Channels of Distribution29Chapter Eight Channels of Distribution30零售商零售商Retailer批发商批发商MerchantWholesaler代理商代理商Agents andBrokersA channel intermediary that sells mainly

12、to customersAn institution that buys goods from manufacturers, takes title (所有权所有权) to goods, stores them, and resells and ships them 代表渠道成员、促进销售的批发中介代表渠道成员、促进销售的批发中介Wholesaling intermediaries who facilitate the sale of a product by representing channel memberChapter Eight Channels of Distribution31

13、未取得商品所有权取得商品所有权取得商品所有权Chapter Eight Channels of Distribution32联系联系Contacting / 促销促销Promotion谈判谈判 Negotiating承担风险承担风险 Risk Taking辅助功能辅助功能FacilitatingFunction交易功能交易功能TransactionalFunctions物流功能物流功能Logistical Functions调研调研 Researching融资融资 Financing实体分销实体分销 Physically distributing储存储存 Storing分类分类 Sorting

14、Chapter Eight Channels of Distribution33The process of strategically managing the efficient flow and storage of raw materials, in-process inventory, and finished goods from point of origin to point of consumptionChapter Eight Channels of Distribution34Chapter Eight Channels of Distribution355Chapter

15、 Eight Channels of Distribution36渠道伙伴渠道伙伴Channel Partnering渠道冲突渠道冲突Channel Conflict渠道领袖渠道领袖 Channel Leadership渠道控制渠道控制Channel Control渠道权力渠道权力Channel Power5Chapter Eight Channels of Distribution37渠道权力渠道权力ChannelPower渠道控制渠道控制ChannelControl渠道领袖渠道领袖Channel Leader某渠道成员控制和影响其它成员行为某渠道成员控制和影响其它成员行为的能力的能力 A

16、channel members capacity to control or influence the behavior of other channel members某渠道成员有意影响其他成员的行为某渠道成员有意影响其他成员的行为A situation that occurs when one marketing channel member intentionally affects another members behavior. 渠道中能向其他成员施加权力的某个成员渠道中能向其他成员施加权力的某个成员 A member of a marketing channelthat exe

17、rcises authority/power over the activities of other members.5Chapter Eight Channels of Distribution38分销渠道成员的目标、方法冲突A clash of goals and methods between distribution channel members.水平冲突水平冲突HorizontalConflict同级成员冲突同级成员冲突Occurs among channel members on the same level垂直冲突垂直冲突VerticalConflict不同级成员冲突不同级成

18、员冲突Occurs among channel members at different levels 5Chapter Eight Channels of Distribution39The joint effort of all channel members to create a supply chain that serves customers and creates a competitive advantage.5Chapter Eight Channels of Distribution40Short-term relationshipsMultiple suppliersAdversarial(敌