中英對(duì)照營(yíng)銷(xiāo)講義(4)(編輯修改稿)
2024-11-13 04:02 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 s ? 渠道沖突 ? 當(dāng)渠道成員對(duì)角色、行動(dòng)或回報(bào)產(chǎn)生不同意見(jiàn)時(shí)產(chǎn)生 ? 沖突的類(lèi)型 ?水平?jīng)_突：同一渠道水平的公司間 ?垂直沖突：不同渠道水平的公司間 13 11 Channel Behavior and Organization 渠道行為和組織 ? Vertical Marketing Systems ? Corporate VMS ? Contractual VMS ? Manufacturersponsored retailer franchise system ? Manufacturersponsored wholesaler franchise system ? Servicefirmsponsored retailer franchise system ? Administered VMS ? 垂直營(yíng)銷(xiāo)系統(tǒng) ? 統(tǒng)一型垂直營(yíng)銷(xiāo)系統(tǒng) ? 契約型垂直營(yíng)銷(xiāo)系統(tǒng) ?生產(chǎn)商主辦的零售商特許權(quán)系統(tǒng) ?生產(chǎn)商主辦的批發(fā)商特許權(quán)系統(tǒng) ?服務(wù)公司主辦的零售商特許權(quán)系統(tǒng) ? 管理型垂直營(yíng)銷(xiāo)系統(tǒng) 13 12 Channel Behavior and Organization 渠道行為和組織 ? Multichannel Distribution Systems ? Also called hybrid marketing channels ? Occurs when a firm uses two or more marketing channels ? Hybrid marketing has many advantages ? Changing Channel Organization ? Disintermediation ? 多渠道分銷(xiāo)系統(tǒng) ? 也稱(chēng)為混合營(yíng)銷(xiāo)渠道系統(tǒng) ? 當(dāng)一個(gè)企業(yè)建立兩個(gè)或兩個(gè)以上的分銷(xiāo)渠道時(shí) ? 混合營(yíng)銷(xiāo)有許多優(yōu)勢(shì) ? 渠道組織變化 ? 中介弱化 13 13 Channel Design Decisions 渠道設(shè)計(jì)決策 ? Step 1: Analyzing Consumer Needs ? Cost and feasibility of meeting needs must be considered ? Step 2: Setting Channel Objectives ? Set channel objectives in terms of targeted level of customer service ? Many factors influence channel objectives ? 步驟一：分析消費(fèi)者需求 ? 必須考慮滿足需求的成本和可行性 ? 步驟二：確定渠道目標(biāo) ? 根據(jù)目標(biāo)消費(fèi)者的期望服務(wù)水平確定渠道目標(biāo) ? 許多因素都會(huì)影響渠道目標(biāo) 13 14 Channel Design Decisions 渠道設(shè)計(jì)決策 ? Step 3: Identifying Major Alternatives ? Types of intermediaries ? Company sales force, manufacturer’s agency, industrial distributors ? Number of marketing intermediaries ? Intensive, selective, and exclusive distribution ? Responsibilities of channel members ? 步驟三：明確主要選擇 ? 中介機(jī)構(gòu)的種類(lèi) ?公司銷(xiāo)售隊(duì)伍，制造商的代理商，行業(yè)分銷(xiāo)商 ? 營(yíng)銷(xiāo)中間商的數(shù)量 ?密集型分銷(xiāo)，選擇型分銷(xiāo)，專(zhuān)賣(mài)型分銷(xiāo) ? 渠道
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