案例分析channel distribution and channelconflict 相关知识点.docxVIP

案例分析channel distribution and channelconflict相关知识点Role of the channel in marketing strategy（渠道中有哪些角色）Links a producer to buyersPerforms sales, advertising, and promotionInfluences the firm’s pricing strategy by the makeup and discount policies.Affects product strategy through branding policies, willingness to stock and customize offerings, install, maintain, offer credit, etc.The Channel-Selection Decision should include（做出渠道选择决策时应该考虑的因素）specifying the type, location, density, and functions of intermediariesTraditional Marketing Channel Designs includeProducer___ brokers or agent __ _distributors or wholesalers __ _retailer or dealers ___ ultimate buyersIndirect distribution design include渠道设计1,use intermediaries to reach target market2,type,location,density,number of channel levelsDirect distrution design includeContact ultimate buyers directlyusing its own sales force or distribution outletsusing the Internet through a marketing Web site or electronic storefrontwhen to use direct distributionTypically used什么时候用直接分销间接分销Buyers are easily identifiablePersonal selling is a major component of the communication mixOrganization has a wide variety of offerings for the target marketOther conditionSufficient resources are availableIntermediaries are not available for reaching target marketsIntermediaries do not possess the capacity to service the requirements of target marketsIndirect distribution must be considered when: Intermediaries can perform distribution functions more efficiently and less expensivelyCustomers are hard to reach directlyOrganization does not have resources to perform distribution functionChannel Selection at the Retail Level:Target Market Coverage (Exclusive. Selective . Intensive)Effective Distribution: a limited number of retail outlets account for a significant fraction of the market potential.Satisfying Buyer Requirements:(1)Information. (2)Convenience . (3)Variety .(4) Attendant servicesProfitability:Margins = Revenues – Channel Costs Channel