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12-1什么是分销渠道什么是分销渠道?A set of interdependent organizations(intermediaries)involved in the process of making a product or service available for use or consumption by the consumer or business user.Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision.12-2中间商为何很重要中间商为何很重要?Greater efficiency in making goods available to target markets.Offer the firm more than it can achieve on its own through the intermediaries:ContactsExperienceSpecializationScale of operationMatch supply and demand.12-3分销渠道的功能分销渠道的功能ContactFinancingInformationRisk TakingPromotionMatchingNegotiationPhysicalDistribution All Use Up Scarce Resources All May Often Be Performed Better Through Specialization All Can Often Be Shifted Among Channel Members 12-4消费品分销渠道模式消费品分销渠道模式DirectIndirectMWJRCMWRCMRCMCChannel 1Channel 2Channel 3Channel 4Channel Level-A Layer of Intermediaries that Perform Some Work in Bringing the Product and its Ownership Closer to the Buyer.12-5渠道合作与冲突渠道合作与冲突The channel will be most effective when:each member is assigned tasks it can do best.all members cooperate to attain overall channel goals and satisfy the target market.When this doesnt happen,conflict occurs:Horizontal Conflict Horizontal Conflict occurs among firms at the same level of the channel.Vertical Conflict Vertical Conflict occurs between different levels of the same channel.For the channel to perform well,conflict must be managed.12-6纵向渠道类型纵向渠道类型CorporateCommon Ownership at Different Levels of the ChannelContractualContractual Agreement AmongChannel MembersAdministeredLeadership is Assumed by One ora Few Dominant MembersGreaterLesserDegreeofDirectControl12-7渠道选择决策渠道选择决策Analyzing Consumer Service NeedsSetting Channel Objectives&Constraints ExclusiveDistributionSelectiveDistributionIntensiveDistributionIdentifying Major AlternativesEvaluating the Major Alternatives12-8运输决策运输决策RailNations largest carrier,cost-effective for shipping bulk products,piggybackTruckFlexible in routing&time schedules,efficient for short-hauls of high value goodsWaterLow cost for shipping bulky,low-value goods,slowest formPipelineShip petroleum,natural gas,and chemicalsfrom sources to marketsAirHigh cost,ideal when speed is needed or to ship high-value,low-bulk items12-9选择运输方案选择运输方案1.Speed.2.Dependability.3.Capability.4.Availability.5.Cost.Checklist for ChoosingTransportation Modes12-109、静夜四无、静夜四无邻，荒居旧，荒居旧业贫。4月月-234月月-23Saturday,April 22,202310、雨中黄叶、雨中黄叶树，灯下白，灯下白头人。人。17:45:4117:45:4117:454/22/2023 5:45:41 PM11、以我独沈久，愧君相、以我独沈久，愧君相见频。4月月-2317:45:4117:45Apr-2322-Apr-2312、故人江海、故人江海别，几度隔山川。，几度隔山川。17:45:4117:45:4117:45Saturday,April 22,202313、乍、乍见翻疑梦，相悲各翻疑梦，相悲各问年。年。4月月-234月月-2317:45:4117:45:41April 22,202314、他、他乡生白生白发，旧国，旧国见青山。青山。22 四月四月 20235:45:41 下午下午17:45:414月月-2315、比不了得就不比，得不到的就不要。、比不了得就不比，得不到的就不要。四月四月 235:45 下午下午4月月-2317:45April 22,202316、行、行动出成果，工作出出成果，工作出财富。富。2023/4/22 17:45:4117:45:4122 April 202317、做前，能、做前，能够环视四周；做四周；做时，你只能或者最好沿着以脚，你只能或者最好沿着以脚为起点的射起点的射线向前。向前。5:45:41 下午下午5:45 下午下午17:45:414月月-239、没有失、没有失败，只有，只有暂时停止成功！。停止成功！。4月月-234月月-23Saturday,April 22,202310、很多事情努力了未必有、很多事情努力了未必有结果，但是不努力却什么改果，但是不努力却什么改变也没有。也没有。17:45:4117:45:4117:454/22/2023 5:45:41 PM11、成功就是日复一日那一点点小小努力的、成功就是日复一日那一点点小小努力的积累。累。4月月-2317:45:4117:45Apr-2322-Apr-2312、世、世间成事，不求其成事，不求其绝对圆满，留一份不足，可得无限完美。，留一份不足，可得无限完美。17:45:4217:45:4217:45Saturday,April 22,202313、不知香、不知香积寺，数里入云峰。寺，数里入云峰。4月月-234月月-2317:45:4217:45:42April 22,202314、意志、意志坚强的人能把世界放在手中像泥的人能把世界放在手中像泥块一一样任意揉捏。任意揉捏。22 四月四月 20235:45:42 下午下午17:45:424月月-2315、楚塞三湘接，、楚塞三湘接，荆门九派通。九派通。四月四月 235:45 下午下午4月月-2317:45April 22,202316、少年十五二十、少年十五二十时，步行，步行夺得胡得胡马骑。2023/4/22 17:45:4217:45:4222 April 202317、空山新雨后，天气晚来秋。、空山新雨后，天气晚来秋。5:45:42 下午下午5:45 下午下午17:45:424月月-239、杨柳散和柳散和风，青山澹吾，青山澹吾虑。4月月-234月月-23Saturday,April 22,202310、阅读一切好一切好书如同和如同和过去最杰出的人去最杰出的人谈话。17:45:4217:45:4217:454/22/2023 5:45:42 PM11、越是没有本、越是没有本领的就越加自命不凡。的就越加自命不凡。4月月-2317:45:4217:45Apr-2322-Apr-2312、越是无能的人，越喜、越是无能的人，越喜欢挑剔挑剔别人的人的错儿。儿。17:45:4217:45:4217:45Saturday,April 22,202313、知人者智，自知者明。、知人者智，自知者明。胜人者有力，自人者有力，自胜者者强。4月月-234月月-2317:45:4217:45:42April 22,202314、意志、意志坚强的人能把世界放在手中像泥的人能把世界放在手中像泥块一一样任意揉捏。任意揉捏。22 四月四月 20235:45:42 下午下午17:45:424月月-2315、最具挑、最具挑战性的挑性的挑战莫莫过于提升自我。于提升自我。四月四月 235:45 下午下午4月月-2317:45April 22,202316、业余生活要有意余生活要有意义，不要越，不要越轨。2023/4/22 17:45:4217:45:4222 April 202317、一个人即使已登上、一个人即使已登上顶峰，也仍要自峰，也仍要自强不息。不息。5:45:42 下午下午5:45 下午下午17:45:424月月-23MOMODA POWERPOINTLorem ipsum dolor sit amet,consectetur adipiscing elit.Fusce id urna blandit,eleifend nulla ac,fringilla purus.Nulla iaculis tempor felis ut cursus.感感 谢谢 您您 的的 下下 载载 观观 看看专家告诉
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