營銷學(xué)之分銷策略(英文版)-資料下載頁
2025-06-29 04:37本頁面
【正文】 eristics of the product, the buying habits of the consumer, and the overall marketing strategy of the firm. For example, a large personal sales force is required for successful marketing of a product nationwide directly to the consumer. The panies such as Avon Products and Fuller have selected this method of distribution. On the other hand, a manufacturer with limited capital resources and a limited product line might elect to hire a broker or an agent to sell products in consumer channels. The main advantage of a graphic approach is that ti illustrates the many links in modern marketing. By the use of graphs the multiplicity of institutions is focused in a logical sequence. However, the simplicity of flow diagrams tends to understate some plexities of designing the proper channel structure for an individual firm.Commodity GroupingsIn an effort to limit the range of considerations in channel planning, several studies have been pleted with the objective of defining channel structure in detail for specific modities. Generally empirical in nature, modities studies bine a description of institutions with a graphic illustration of primary ownership flows. Although they are very useful in specific situations, such moditychannel treatments are too specific for general planning.Functional treatmentsThe functional approach to channel structure developed as a result of attempts to provide a logical explanation of the overall marketing process. A function, in a marketing sense, represents a major economic activity that must be performed to some degree in the marketing of all products. In the marketing of many products, a given function may be performed by a number of institutions and intermediaries between the points of original sale and final sale. (Figure 4)(Alan Rushton amp。 John Oxley amp。 Phil Croucher) Figure5 P 50Manufacturer direct to retail storeManufacturer via manufacturer’s distribution operation to retail storeManufacturer via retailer depot to retail storeManufacturer to wholesaler to retail shopManufacturer to cashandcarry wholesaler to retail shopManufacturer via thirdparty distribution service to retail shopManufacturer via small parcels carrier to retail shopManufacturer via broker to retail shopMail orderFactory direct to homeInternet and shopping from homeFactory to factoryConclusion (Selection of channel): (Alan Rushton amp。 John Oxley amp。 Phil Croucher P55)The main points that need to be addressed are as follows:To make the product readily available to the market consumers at which it is aimer.To enhance the prospect of sales being made.To achieve cooperation with regard to any relevant distribution factors.To achieve a given level of service.To minimize logistics and total costs.To receive fast and accurate feedback of informationImportant factors associated with the selection: Market characteristics, product characteristics, channel characteristics, petitive characteristics, pany resources, thirdparty or ownaccount distribution and logisticsIn my opinion, the host countries’ characteristic should be considered.6 / 6
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