销售--管理有利润的客户关系13(ppt 24页)（英文版）
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销售--管理有利润的客户关系13内容提要:
Objectives
Know why companies use distribution channels and understand the functions that these channels perform.
Learn how channel members interact and how they organize to perform the work of the channel.
Know the major channel alternatives that are open to a company.
Objectives
Comprehend how companies select, motivate, and evaluate channel members.
Understand the nature and importance of marketing logistics and integrated supply chain management.
Case Study
Dominates world’s markets for heavy construction and mining equipment.
Independent dealers are key to success
Dealer network is linked via computers
Caterpillar stresses dealer profitability, extraordinary dealer support, personal relationships, dealer performance and full, honest, and frequent communications
Definition
Value Delivery Network
The network made up of the company, suppliers, distributors, and ultimately customers who “partner” with each other to improve the performance of the entire system.
Nature & Importance of Marketing Channels
Channel choices affect other decisions in the marketing mix
Pricing, Marketing communications
A strong distribution system can be a competitive advantage
Channel decisions involve long-term commitments to other firms
Nature & Importance of Marketing Channels
How Channel Members Add Value
Intermediaries require fewer contacts to move the product to the final purchaser.
Intermediaries help match product assortment demand with supply.
Intermediaries help bridge major time, place, and possession gaps that separate products from those who would use them.
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