菲利普.科特勒的“市场营销”讲义16.ppt

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1、Chapter 16,Selecting andManaging Marketing Channels,Objectives,Work Performed by Marketing ChannelsChannel-Design DecisionsChannel-Management DecisionsChannel Dynamics,How a Distributor Reduces theNumber of Channel Transactions,=Customer,=Manufacturer,How a Distributor Reduces theNumber of Channel T

2、ransactions,=Distributor,=Customer,=Manufacturer,Distribution Channel Functions,Consumer Marketing Channels,Manufacturer,0-level channel,Mfg,2-level channel,Mfg,3-level channel,1-level channel,Manufacturer,Industrial Marketing Channels,Customers Desired Service Levels,Lot sizeWaiting timeSpatial con

3、venienceProduct varietyService backup,Break-Even Cost Chart,Channel Management Decisions,Types of Vertical Marketing Systems,CorporateCommon Ownership at Different Levels of the Channel,Conventional Distribution Channel vs.Vertical Marketing Systems,Verticalmarketingchannel,Manufacturer,Retailer,Conventionalmarketingchannel,Manufacturer,Wholesaler,Causes of Channel Conflict,IncompatibilityDifference in PerceptionDependence,Legal&Ethical Issues in Channel Relations,Exclusive DealingExclusive TerritoriesTying AgreementsDealers Rights,