营销管理ch15-营销通路与供应链.pptVIP

15 Marketing Channels and Supply Chain Management Objectives To describe the nature and functions of marketing channels To explain how supply chain management can facilitate distribution for the benefit of all channel members, especially customers To identify the types of marketing channels To examine the major levels of marketing coverage Objectives (cont’d) To explore the concepts of leadership, cooperation, and conflict in channel relationships To specify how channel integration can improve channel efficiency To examine the legal issues affecting channel management Chapter Outline The Nature of Marketing Channels Types of Marketing Channels Intensity of Market Coverage Supply Chain Management Legal Issues in Channel Management The Nature of Marketing Channels Distribution The activities that make products available to customers when and where they want to purchase them Marketing Channel A group of individuals and organizations directing products from producers to customers The Nature of Marketing Channels (cont’d) Marketing Intermediary A middleman linking producers to other middlemen or to ultimate consumers through contractual arrangements or through the purchase and resale of products The Nature of Marketing Channels (cont’d) Marketing Channels Create Utility Time utility: have products available when the customer wants them (newspaper delivery). Place utility: making products available in locations where the customers wish to purchase them (convenience stores). Possession utility: the customer has access to the product to use or to store for future use (raincoats). The Nature of Marketing Channels (cont’d) Marketing Channels Facilitate Exchange Efficiencies Reduce the overall costs of marketing exchanges Reduce search costs for customers Maintain order in the marketplace Efficiency in Exchanges Providedby an Intermediary Marketing Channels Form a Supply Chain Supply Chain Management Long-term partnerships among marketing channel members that reduce