營(yíng)銷管理ch16-經(jīng)銷商與通路商(完整版)
【正文】 sh customer support9Copyright 169。Part SixDistribution Decisions16 Wholesaling and Physical DistributionObjectives1. To understand the nature of wholesaling in the marketing channel2. To explain wholesalers’ functions3. To understand how wholesalers are classified4. To recognize how physical distribution activities are integrated into marketing channels and overall marketing strategies2Copyright 169。 Houghton Mifflin Company. All rights reserved.Types of Merchant WholesalersFIGURE 10Copyright 169。 Houghton Mifflin Company. All rights reserved.The Nature of Physical Distribution (cont’d)? Physical Distribution Objectives– Meetings standards of customer service for? Timeliness of order fulfillment? Accuracy of order fulfillment– Reducing total distribution costs? Inventory levels against warehousing costs? Materials costs versus transportation costs? Distribution costs against customer service standards? Overall goal is to achieve the lowest total distribution cost patible with the firm’s customer service objectives.– Reducing cycle (process pletion) time? Faster processes for increased customer service18Copyright 169。 Houghton Mifflin Company. All rights reserved.26Copyright 169。 一月 21一月 21Thursday, January 21, 2023? 雨中黃葉 樹 ，燈下白 頭 人。 2023/1/21 4:38:3204:38:3221 January 2023? 1做前，能 夠環(huán)視 四周；做 時(shí) ，你只能或者最好沿著以腳 為 起點(diǎn)的射 線 向前。 。 勝 人者有力，自 勝 者 強(qiáng) 。 21 一月 20234:38:32 上午 04:38:32一月 21? 1最具挑 戰(zhàn) 性的挑 戰(zhàn) 莫 過(guò) 于提升自我。 2023/1/21 4:38:3204:38:3221 January 2023? 1空山新雨后，天氣晚來(lái)秋。 一月 21一月 21Thursday, January 21, 2023? 很多事情努力了未必有 結(jié) 果，但是不努力卻什么改 變 也沒(méi)有。 一月 2104:38:3204:38Jan2121Jan21? 1故人江海 別 ，幾度隔山川。 Houghton Mifflin Company. All rights reserved.Coordinating Transportation? Intermodal Transportation– Two or more transportation modes used in bination? Containerization: piggyback, fishyback, birdyback modes? Freight Forwarders– Organizations that consolidate shipments from several firms into efficient lot sizes? Megacarriers– Firms that provide several modes of shipment28Copyright 169。 Houghton Mifflin Company. All rights reserved.Functions of Physical Distribution (cont’d)? Inventory Management– Developing and maintaining adequate assortments of products to meet customers’ needs? Minimize inventory costs yet have sufficient supply of goods to satisfy customers– Stockouts—inventoryrelated shortages of products– Reorder point = (Order Lead Time x Usage R
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