市场营销学第十二章

1、Chapter TwelveMarketing Channels: Delivering Customer ValueMarketing Channels: Delivering Customer ValueSupply Chains and the Value Delivery NetworkThe Nature and Importance of Marketing ChannelsChannel Behavior and OrganizationChannel Design DecisionsChannel Management DecisionsMarketing Logistics

2、and Supply Chain ManagementTopic OutlineSupply Chains and the Value Delivery NetworkUpstream partners include raw material suppliers, components, parts, information, finances, and expertise to create a product or serviceDownstream partners include the marketing channels or distribution channels that

3、 look toward the customerSupply Chain PartnersSupply Chains and the Value Delivery NetworkSupply chain “make and sell” view includes the firms raw materials, productive inputs, and factory capacityDemand chain “sense and respond” view suggests that planning starts with the needs of the target custom

4、er, and the firm responds to these needs by organizing a chain of resources and activities with the goal of creating customer valueSupply Chain ViewsSupply Chains and the Value Delivery NetworkValue delivery network is the firms suppliers, distributors, and ultimately customers who partner with each

5、 other to improve the performance of the entire systemValue Delivery NetworkThe Nature and Importance of Marketing ChannelsIntermediaries offer producers greater efficiency in making goods available to target markets. Through their contacts, experience, specialization, and scale of operations, inter

6、mediaries usually offer the firm more than it can achieve on its own.How Channel Members Add ValueThe Nature and Importance of Marketing ChannelsFrom an economic view, intermediaries transform the assortment of products into assortments wanted by consumersChannel members add value by bridging the ma

7、jor time, place, and possession gaps that separate goods and services from those who would use themHow Channel Members Add ValueThe Nature and Importance of Marketing ChannelsHow Channel Members Add ValueThe Nature and Importance of Marketing ChannelsHow Channel Members Add ValueThe Nature and Impor

8、tance of Marketing ChannelsNumber of Channel Levels The Nature and Importance of Marketing ChannelsConnected by types of flows:Physical flow of productsFlow of ownershipPayment flowInformation flowPromotion flowNumber of Channel LevelsChannel Behavior and OrganizationMarketing channel consists of fi

9、rms that have partnered for their common good with each member playing a specialized roleChannel conflict refers to disagreement over goals, roles, and rewards by channel membersHorizontal conflictVertical conflictChannel Behavior Channel Behavior and OrganizationConventional distribution systems co

10、nsist of one or more independent producers, wholesalers, and retailers. Each seeks to maximize its own profits, and there is little control over the other members and no formal means for assigning roles and resolving conflict.Conventional Distributions Systems Channel Behavior and OrganizationVertic

11、al marketing systems (VMSs) provide channel leadership and consist of producers, wholesalers, and retailers acting as a unified system and consist of:Corporate marketing systemsContractual marketing systemsAdministered marketing systemsVertical Marketing Systems Channel Behavior and OrganizationCorp

12、orate vertical marketing system integrates successive stages of production and distribution under single ownership Vertical Marketing SystemsChannel Behavior and OrganizationContractual vertical marketing system consists of independent firms at different levels of production and distribution who joi

13、n together through contracts to obtain more economies or sales impact than each could achieve alone. The most common form is the franchise organization.Vertical Marketing Systems Channel Behavior and OrganizationFranchisete特许 organization links several stages in the production distribution processMa

14、nufacturer-sponsored retailer franchise systemManufacturer-sponsored wholesaler franchise systemService firm-sponsored retailer franchise systemVertical Marketing Systems Channel Behavior and OrganizationAdministered vertical marketing system has a few dominant channel members without common ownersh

15、ip. Leadership comes from size and power.Vertical Marketing Systems Channel Behavior and OrganizationHorizontal marketing systems are when two or more companies at one level join together to follow a new marketing opportunity. Companies combine financial, production, or marketing resources to accomp

16、lish more than any one company could alone.Horizontal Marketing SystemChannel Behavior and OrganizationMultichannel Distribution systems (Hybrid marketing channels) are when a single firm sets up two or more marketing channels to reach one or more customer segmentsMultichannel Distribution Systems H

17、ybrid Marketing ChannelsChannel Behavior and OrganizationMultichannel Distribution System Channel Behavior and OrganizationDisintermediation非居间化 occurs when product or service producers cut out intermediaries and go directly to final buyers, or when radically new types of channel intermediaries disp

18、lace traditional onesChanging Channel OrganizationChannel Design DecisionsChannel Design DecisionsTargeted levels of customer serviceWhat segments to serveBest channels to useMinimizing the cost of meeting customer service requirementsSetting Channel ObjectivesChannel Design DecisionsTypes of interm

19、ediariesNumber of marketing intermediariesResponsibilities of channel membersIdentifying Major AlternativesChannel Design DecisionsIdentifying Major AlternativesChannel Design DecisionsEach alternative should be evaluated against:Economic criteriaControlAdaptive criteriaEvaluating the Major Alternat

20、ivesChannel Design DecisionsChannel systems can vary from country to countryMust be able to adapt channel strategies to the existing structures within each countryDesigning International Distribution ChannelsChannel Management DecisionsPublic Policy and Distribution DecisionsExclusive distribution i

21、s when the seller allows only certain outlets to carry its productsExclusive dealing独家销售 is when the seller requires that the sellers not handle competitors productsExclusive territorial agreements 独家区域协议are where producer or seller limit territoryTying agreements 搭售协议are agreements where the dealer

22、 must take most or all of the lineMarketing Logistics and Supply Chain ManagementMarketing logistics (physical distribution) involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet consumer

23、requirements at a profitNature and Importance of Marketing LogisticsMarketing Logistics and Supply Chain ManagementNature and Importance of Marketing LogisticsMarketing Logistics and Supply Chain ManagementSupply chain management is the process of managing upstream and downstream value-added flows o

24、f materials, final goods, and related information among suppliers, the company, resellers, and final consumersNature and Importance of Marketing LogisticsMarketing Logistics and Supply Chain ManagementMajor Logistics FunctionsMarketing Logistics and Supply Chain ManagementHow manyWhat typesWhere to

25、locateWarehousesDistribution centersWarehousing DecisionsMarketing Logistics and Supply Chain ManagementJust-in-time systemsRFID无线射频识别Knowing exact product locationSmart shelves智慧型货架Placing orders automaticallyInventory ManagementMarketing Logistics and Supply Chain ManagementMajor Logistics Functio

26、nsTransportation affects the pricing of products, delivery performance, and condition of the goods when they arriveMarketing Logistics and Supply Chain ManagementLogistics information management is the management of the flow of information, including customer orders, billing, inventory levels, and c

27、ustomer data EDI (electronic data interchange)VMI (vendor-managed inventory)供应商库存管理Logistics Information ManagementMarketing Logistics and Supply Chain ManagementIntegrated logistics management is the recognition that providing customer service and trimming distribution costs requires teamwork inter

28、nally and externallyIntegrated Logistics ManagementMarketing Logistics and Supply Chain ManagementThird-party logistics is the outsourcing of logistics functions to third-party logistics providers (3PLs)Integrated Logistics ManagementThe different types of flows, which connect all the institutions i

29、n the distribution channel are physical flow, flow of ownership, payment flow, information flow, and _. promotion flowwork flowmarketing flowfinancial flowThe different types of flows, which connect all the institutions in the distribution channel are physical flow, flow of ownership, payment flow,

30、information flow, and _. promotion flowwork flowmarketing flowfinancial flowA _ consists of producers, wholesalers, and retailers acting as a unified system. conventional distribution channelparallel marketing systemvertical marketing systemhorizontal marketing systemA _ consists of producers, whole

31、salers, and retailers acting as a unified system. conventional distribution channelparallel marketing systemvertical marketing systemhorizontal marketing systemThe _ is the most common type of contractual vertical marketing system.franchise organization administered organizationlicensing arrangement

32、corporate organizationThe _ is the most common type of contractual vertical marketing system.franchise organization administered organizationlicensing arrangementcorporate organizationIn a _, two or more companies at one level join together to follow a new marketing opportunity. conventional distrib

33、ution channelvertical marketing systemparallel marketing systemhorizontal marketing systemIn a _, two or more companies at one level join together to follow a new marketing opportunity. conventional distribution channelvertical marketing systemparallel marketing systemhorizontal marketing systemProd

34、ucers of convenience products and common raw materials typically seek _.intensive distributionselective distributionexclusive distributiondisintermediationProducers of convenience products and common raw materials typically seek _.intensive distributionselective distributionexclusive distributiondis

35、intermediation_ involves managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers. Vendor managementOutsourcing DisintermediationSupply chain management_ involves managing upstream and downstrea

36、m value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers. Vendor managementOutsourcing DisintermediationSupply chain managementWhat occurs when radically new types of channel intermediaries displace traditional ones? Indirect marketingCrowdsourcingDisintermediationMultichannel marketingWhat occurs when radically new type