YW_marketing_3 美国著名大学 创意营销 经典课程 课件.pptVIP

Marketing Channels Supply Chain Management Channels of Distribution Channel of Distribution (def.) A group of individuals and/or organizations that direct products from a producer to the “ultimate” consumer. Typical Marketing Channels forConsumer Products Travel Sales Distribution System Major Consumer Goods Channels Direct Channel: direct distribution Indirect Channels: manufacture will get some help Marketing Channels Consist of Intermediaries Marketing Intermediary An intermediary linking producers to other intermediaries or to ultimate consumers through contractual arrangements or through the purchase and resale of products Marketing Intermediaries Wholesaler (def.) An individual or organization who purchases goods primarily for resale Retailer (def.) An individual or organization who purchases goods for resale to the “ultimate” consumer Agents/brokers (def.) Individuals that negotiate purchases and expedite sales, but don’t take title to products Disintermediation (def.) The elimination of a marketing intermediary from a channel of distribution Exs. Music industry, antiques trade, travel agencies Why use direct distribution? cut out middleman’s profit (in theory) greater control over distribution believe you can do the job better Why Mfrs Use Middlemen reduce size of sales force save on order transportation costs spread risk risks of carrying stock shared less risk of damage or theft smaller inventory, less insurance reduce credit risk deal with a few wholesalers rather than hundreds of retailers helps mfrs. build relationships. improve cash flow market information dictated by the nature of the goods Efficiency in Exchanges Provided by an Intermediary Observations You can eliminate middlemen, but not their functions: selling, storage, sorting, transportation, etc. Companies may elect dual channel strategies – e.g., sell in stores and direct to consumers Which channel is most likely used? 95% of what we buy is from indirect channels Today chann