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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Unit One,Building Business Relation,In this unit,we will learn,The industry and the market,different kinds of business relation,from marketing perspective,how to build the relation,The Industry:The Problems,Too many banks,Too much competition,Limited number of service counters and outlets,Limited business hours,Increased costs,Hard to retain old customers,Hard to attract new customers,The Industry:The Need,To extend business hours,To provide more convenience to customers,The sulutions:,-ATMs,-Other self-service banking terminals,-Phone banking,-Internet banking,etc,Business relation from Marketing Perspective,4 Ps of Marketing,Products,Price,Promotion,Place(Distribution Channels),In Unit One,well take a look at how a product is distributed,Distribution Channelsfor Business Market,Direct selling,Manufacturer-End Users,Advantages(to,manufacturer),:,No intermediate cost,high profit,Disadvantages(To manufacturer),Hard to be good at both marketing and manufacturing,Examples:Dell,Olivetti(IT),Distribution Channelsfor Business Market,Indirect Selling or Selling through Intermediaries,Manufacturer-Distributors-End Users,Advantages(to,manufacturer),:,Focus on manufacturing,Good use of the agents experience and resources,Disadvantages(To manufacturer),intermediate cost,lower profit,Examples:IBM,Microsoft(IT),Volkswagen(car dealers),Distribution Channelsfor Business Market,Selling through Intermediaries,Two choices:,Exclusive agent(Sole agent),Non-exclusive agents,Selling through Exclusive Agent,The only agent appointed for a given territory,Limited to the selling of the appointed products,not allowed to sell other competing products,must achieve higher given sales target,more benefits(profit margins)but nore obligations,Selling through Exclusive Agent,To Vendors:,High expectation,The agent is highly motivated as it offers more profit,High risk,In case the agent is not performing,To sole agent:,Eased competition,only needs to compete with other brands,Increased sales,Increased profit,Selling through non-exclusive agents,Many non-exclusive agents in a given territory,Freedom to sell any other products,Normally no given sales target,Less profit margins compared to exclusive,Selling through non-exclusive agents,To vendors,Low expectation,Agents are less motivated than exclusive,Low risks,some agents may perform well while others dont,To agents,High competition,need to compete with agents of the same brand and other brands,Low sales,Low profit margins,Major considerations when appointing an agent,Reliability and financial strength of the agent to be appointed,payment delays?an indication,Market connections and effectiveness of their sales network,How many regional offices?how many sales,people?client relation?Exsiting installations?,Their technical capability to handle the products to be marketed,Engineers and technical people,Distribution Channelsfor,Consumer market,Manufacturer(Supplier)-Wholesalers-Retailers-Consumers,Manufacturer(Supplier)-Retailers-Consumers,Walmart(largest retailer),Notes:In consumer or retail market,we usually use retailers or wholesalers instead of distributors,or agents for intermediaries.,Channels to find partners,By Referral,Friends,Banks,Chamber of Commerce,Commercial Counsellors office,By yourself,Ads,Websites,Trade shows,Case Study:The Distribution Channel,Manufacturer:Sigma,Distributor or Agent:NOBS,Endusers:Commercial Banks in China,Time Period:19961998,NOBS:Company Profile,Systems Integrator for banking industry,Distrubutors(non-exclusive)of major IT vendors,like NCR,Siemens Nixdorf,IBM,HK-based(head office in HK),Three offices in the mainland,Good relation with major banks in China,Strong systems integration capability,NOBS:The Problems,Facing two much competition from other distributors or systems integrators in the industry,Reduced sales,Reduced profit margin,NOBS:The Need,Avoid strong competition,Increase sales,Increase profit margin,One of the solutions:,exclusive agent,Sigma:Company Profile,Italian manufacturers of automatic banking products,Small compared to large ATM vendors like NCR,Dielbod and Siemens Nixdorf,Products:ATM,Kiosk,etc,Strong presence in Italy,Some installations in Europe,No presence in China(a big rising market),Sigma:The Need,Want to expand to more overseas markets,Limited physical and financial resources,Depend on agents and distributors in foreign markets,Discussion:Identify some key factors contributing to success in acquiring the sole agency,The agents strength,Financial strength,Mar
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