Transcript Part 6 : Placing Strategy

Part Six :
Placing Strategy
( Chapter12-Chapter13)
1
Distribution channel (marketing channel)
(P.362)
• A set of interdependent organizations
involved in the process of making a product
or service available for use or consumption
by the consumer or business user.
2
Distribution channel functions
(P.364)
Information（信息）
Promotion（促销）
Physical
Distribution（物流）
Contact（ 联系）
Financing（融资）
Matching （适应）
Risk taking（风险分担）
Negotiation（谈判）
3
Marketing flows (营销流)
Physical flow
（物流）
Information flow
(信息流)
Ownership flow
（商流）
Financial flow
（金融流）
Promotion flow
(促销流)
4
Customer marketing channels （P.364)
• Channel 1
M
C
• Channel 2
M
• Channel 3
M
W
• Channel 4
M
W
Jobber
R
C
R
C
R
C
5
Business marketing channels
• Channel 1
M
IC
• Channel 2
M
• Channel 3
M
R&S
• Channel 4
M
R&S
D
IC
IC
D
IC
6
我国计划经济时期的商品分销渠道
进口商品
生产企业
外贸公司
一级站
极少数
大型零售店
二级站
少数大中型
零售店
三级站
一般
零售店
消费者
7
我国改革后的商品分销渠道
生产企业
自设销售
系统
中间商
零售商店
交易市场
专卖与
直销
消费者
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Vertical Marketing Systems)（垂直营销系统）
(P.367)
Wholesaler
Retailer
Customer
conventional
wholesaler
Manufacturer
Manufacturer
Retailer
Customer
vertical(VMS)
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• Vertical Marketing System(VMS)（垂直营销系统）
VMS
Corporate
VMS
Wholesalersponsored
voluntary
chains
Contractual
VMS
Retailer
cooperatives
Administered
VMS
Franchise
organizations
10
连锁经营的主要形式：
正规连锁：（Corporate VMS）
同一资本所有；总部直接控制；财务统一核算。
特许连锁：（Franchise organization）
契约加盟连锁；统一开展经营；财务分别核算。
自由连锁：（Voluntary chains ）
自愿连锁协作；实行统购分销；财务分别核算。
11
• Difference between the VMS types
Corporate
VMS
Contractual
VMS
Administered
VMS
Ownership
Combines
through
Contract
Size and power
12
• Horizontal Marketing System（水平营销
系统）
•
A channel arrangement in which tow or
more companies at one level join together to
follow a new marketing opportunity。
Firm A
Firm B
Firm C
Distribution channel
Target markets
13
• Hybrid Marketing System（综合营销系统）
• Multi-channel distribution systems in which a
single firm sets up tow or more marketing
channels to reach one or more customer segments。
Catalogs，telephone
Retailer
Producer
Distributors
Sales force
Detailer
Customer
segment1
Customer
segment2
Business
segment1
Business
segment2
14
Channel Design Decisions (P.372-376)
Analyzing
consumer
service needs.
Setting the
channel
objectives
and constraints
Evaluating the
major alternatives.
Identifying major
alternatives.
Designing
distribution
channel.
15
• Types of industrial goods intermediaries
Company sales force
Company
Manufacturer’s agency
Customer
Industrial distributors
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Number of marketing intermediaries (P.374)
Intensive
distribution
Exclusive
distribution
Selective
distribution
(密集分销）
(独家分销）
(选择分销）
As many outlets
as possible
Limited number
of dealer have
exclusive right
to distribute
More than one
but fewer
than all
17
Channel management decisions (P.377)
Selecting
channel
members.
Motivating
channel
members.
Evaluating
channel
members
18
Retailing and Wholesaling
• Retailing :All activities involved in selling goods
or services directly to final consumers for their
personal, non-business use.
• Wholesaling :All activities involved in selling
goods and services to those buying for resale or
business use .
19
Different Ways to Classify Retail Outlets
Amount of service
Self-service
Limited service
Full service
Product line sold
Specialty store
Department store
Supermarket
Convenience store
Superstore
Hyper-market
Category killer
Relative Price
Discount store
Off-price retailers
Catalog showroom
Factory outlets
Warehouse club
Control of Outlets
Type of Store Cluster
Corporate chain
Voluntary chain
retailer cooperative
Franchise
Merchandising
Conglomerate （集成商）
Shopping mall
Central business district
Regional shopping center
Community shopping center
Neighborhood shopping
center
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Non-store Retailing
•
Direct
Marketing
Automatic
Vending
Direct
selling
21
Major types of Wholesaler
•
Merchant
Wholesalers
Brokers and
Agent
Full-service wholesalers
Brokers
wholesaler merchants
Agents
industrial distributors
Limited-service wholesalers
cash-and-carry wholesalers
truck wholesalers
drop shippers
rack jobbers…….
Manufacturers’ sales
Branches and Office
Sale branch & offices
Purchasing office
22
Physical distribution(or marketing logistics)
P.379
The tasks involved in planning, implementing,
and controlling the physical flow of materials,
final goods, and related information from
points of origin to points of consumption to
meet consumer requirements at a point.
23
Major logistics functions
•
•
•
•
Order processing;
Warehousing ;
inventory;
transportation.
24
Third-party logistics provider (P.387)
An independent logistics provider
that performs any of all functions
required to get their clients’ product to
market.
25