中山大学吴柏林教授 “广告学原理”绝密资料_kotler14exs

1、2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 0 in Chapter 142003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 14 Identify value networks and marketing-channel systems. Learn the type of work perfo

2、rmed by marketing channels. Understand the decisions companies face in designing, managing, evaluating, and modifying channels.2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 14 Identify trends taking place in channel dynamics. Learn how chan

3、nel conflict can be managed.2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 14 A Value Network is a system of partnerships and alliances used by a firm to source, augment, and deliver its product or service offerings. Intermediaries that help

4、 get the product from manufacturer to consumer or end users form the Marketing Channel(s). 2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 14 Producers establish marketing channels for a variety of reasons: Producers lack financial resources

5、necessary for direct marketing Direct marketing is not feasible for many offerings Using channels frees money for investment in main business Intermediaries are more efficient2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 14 Channel members

6、perform a number of key functions: Forward flow functions:lDevelop / disseminate communicationlStore and move the physical productslOversee transfer of ownership Backward flow functions:lPlace orders with manufacturerslFacilitate payment of bills2003 Prentice Hall, Inc.To accompany A Framework for M

7、arketing Management, 2nd Edition Slide 6 in Chapter 14 Other key functions performed by channel members include those that flow both ways: Forward and backward flow functions:lGather informationlNegotiate price and transfer of ownershiplFinance inventorieslAssume risk2003 Prentice Hall, Inc.To accom

8、pany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 14 Channel levels vary according to the number of intermediaries: Zero-level (direct marketing) channel One, two, and three-level channels Reverse flow channels Service sector channels use agencies and locations to access popu

9、lation to be served.2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 14 Push vs. pull strategy Analyzing consumers desired service output levels Lot size, waiting time, product variety, spatial convenience, service backup Establishing objectiv

10、es / constraints Identifying and then evaluating major channel alternatives2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 14Channel Factors Intermediary type Number of intermediaries Terms and responsibilities of intermediaries Merchants Buy

11、, take title, and resell merchandise Agents Find customers, negotiate, do not take title to merchandise Facilitators Aid in distribution, do not negotiate or take title to merchandise2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 14Channel

12、Factors Intermediary type Number of intermediaries Terms and responsibilities of intermediaries Exclusive distribution Severely limited distribution Selective distribution Some intermediaries willing to carry good are selected Intensive distribution Offering is placed in as many outlets as possible.

13、2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 14Channel Factors Intermediary type Number of intermediaries Terms and responsibilities of intermediaries Price policies Price list and schedule of discounts Conditions of sale Payment terms an

14、d guarantees Territorial rights Define territory / terms Services to be performed by party2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 14 Channel Alternative Evaluation Criteria: Economic criterial Sales and costs vs. added value Control

15、criteria Adaptive criteria After choosing a particular channel alternative, firms take several actions2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 14 Motivate channel members Evaluate channel members Modify channel arrangementsChannel Dev

16、elopment Process Select channel members Train channel members2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 14 Channel systems are constantly evolving and developing Vertical Marketing Systems Corporate VMS Administered VMS Contractual VMS

17、Horizontal Marketing Systems Multichannel Marketing Systems2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 14 Conflict, Cooperation, & Competition Types of conflictlVertical, horizontal, and multichannel Causes of conflictlMajor causes:

18、Goal incompatibility; unclear roles and rightslOther potential causes exist Managing channel conflict2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 14 Cooptation Diplomacy Mediation ArbitrationManaging Channel Conflict Subordinate goal adoption Exchange people between channel levels200