中英對(duì)照營(yíng)銷(xiāo)講義(4)-文庫(kù)吧資料
2024-10-23 04:02本頁(yè)面
【正文】 t 分銷(xiāo)渠道及后勤管理 13 1 Objectives 目標(biāo) ? Know why panies use distribution channels and understand the functions that these channels perform. ? Learn how channel members interact and how they anize to perform the work of the channel. ? Know the major channel alternatives that are open to a pany. ? 解釋為什么公司要使用分銷(xiāo)渠道，并討論這些渠道所起的作用。 ? 討論渠道成員是如何相互作用，以及組織起來(lái)發(fā)揮渠道功能 ? 明確公司可行的主要渠道選擇 13 2 Objectives 目標(biāo) ? Comprehend how panies select, motivate, and evaluate channel members. ? Understand the nature and importance of marketing logistics and integrated supply chain management. ? 討論公司怎樣選擇、激勵(lì)和評(píng)估渠道成員 ? 討論實(shí)體分銷(xiāo)的性質(zhì)和重要性 13 3 ? Dominates world’s markets for heavy construction and mining equipment. ? Independent dealers are key to success ? Dealer work is linked via puters ? Caterpillar stresses dealer profitability, extraordinary dealer support, personal relationships, dealer performance and full, honest, and frequent munications Caterpillar 卡特彼勒公司 Case Study 案例研究 13 4 Definition 定義 ? Value Delivery Network ? The work made up of the pany, suppliers, distributors, and ultimately customers who “partner” with each other to improve the performance of the entire system. ? 讓渡價(jià)格網(wǎng)絡(luò) ? 由企業(yè)、供應(yīng)商、分銷(xiāo)商和最終用戶這些彼此相互“合作”以提高整個(gè)系統(tǒng)績(jī)效的成員組成的網(wǎng)絡(luò)。 Importance of Marketing Channels 營(yíng)銷(xiāo)渠道的性質(zhì)和重要性 ? Channel choices affect other decisions in the marketing mix ? Pricing, Marketing munications ? A strong distribution system can be a petitive advantage ? Channel decisions involve longterm mitments to other firms ? 渠道選擇影響營(yíng)銷(xiāo)組合中的其它決策 ? 定價(jià)、營(yíng)銷(xiāo)溝通 ? 有力的分銷(xiāo)渠道可以提供競(jìng)爭(zhēng)優(yōu)勢(shì) ? 渠道決策涉及與其它公司的長(zhǎng)期溝通 13 6 Nature amp。 Importance of Marketing Channel
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