职场英语Unit 6 市场营销概况.ppt

Distribution Channel Channels of distribution include selling direct, mail order (including Internet and telephone sales), retailer, wholesaler , and agent. Channels ☆ Distribution channels may not be restricted to physical products. They may be just as important for moving a service from “producer” to consumer in certain sectors. ☆ Distribution Channel There have also been some innovations in the distribution of services. 1. an increase in franchising (加盟) and in rental services 2. service integration 3. a significant increase in retail outlets （零售店） Channels ☆ Distribution Channel The simplest level, that of direct contact with no intermediaries involved, is defined as the “zero-level” channel. The next level, the “one-level” channel, features just one intermediary. Channel Members Distribution Channel Conventional or free flow is the usual, widely recognized, channel with a range of intermediaries passing the goods on to the end-user. Channel Structure △ Single transaction channel is a temporary channel. It may be set up for one transaction. △ Distribution Channel In vertical marketing system, the elements of distribution are integrated. This may arise because one member of the channel owns the other elements. A supplier owns its own retail outlets. This is called “forward” integration. Channel Structure △ Distribution Channel If a supplier has any aspirations （抱负） to be market-oriented, his job should really be extended to managing, although very indirectly, all the processes involved in that channel, until the product or service arrives with the end-user. Channel Management ★ Distribution Channel This may involve a number of decisions on the part of the supplier about such as channel membership, channel motivation, and / or monitoring and managing channels. Channel Management ★ 1. The agencies are working together to the policy on product distribution. 2. Each