國際市場分銷策略教材-在線瀏覽
2025-05-08 12:39本頁面
【正文】 介完成的渠道功能 Channel Functions Performed by Intermediaries 聯(lián)系 Contacting / 促銷 Promotion 談判 Negotiating 承擔風險 Risk Taking 輔助功能 Facilitating Function 交易功能 Transactional Functions 物流功能 Logistical Functions 調(diào)研 Researching 融資 Financing 實體分銷 Physically distributing 儲存 Storing 分類 Sorting 4 32 物流 Logistics The process of strategically managing the efficient flow and storage of raw materials, inprocess inventory, and finished goods from point of origin to point of consumption 4 33 中間商的篩選 ? 財力 ? 信譽 ? 銷售業(yè)績 ? 銷售組織 ? 實物設施 ? 覆蓋率 ? 產(chǎn)品一致性 /互補性 ? 戰(zhàn)略目標 ? 分銷商期望從雙方關(guān)系中獲得什么，國際營銷者在哪些方面可以滿足它 ? 售后服務能力 ? 與當?shù)卣P(guān)系 ? 溝通 4 34 Learning Objective 渠道管理 Explain channel leadership, conflict, and partnering 35 渠道關(guān)系管理 Managing Channel Relationships 渠道伙伴 Channel Partnering 渠道沖突 Channel Conflict 渠道領袖 Channel Leadership 渠道控制 Channel Control 渠道權(quán)力 Channel Power Social Dimensions of Channels 5 36 渠道權(quán)力、控制和領袖 Channel Power, Control, and Leadership 渠道權(quán)力 Channel Power 渠道控制 Channel Control 渠道領袖 Channel Leader 某渠道成員控制和影響其它成員行為 的能力 A channel member’ s capacity to control or influence the behavior of other channel members 某渠道成員有意影響其他成員的行為 A situation that occurs when one marketing channel member intentionally affects another member’ s behavior. 渠道中能向其他成員施加權(quán)力的某個成員 A member of a marketing channel that exercises authority/power over the activities of other members. 5 37 渠道沖突 Channel Conflict 分銷渠道成員的目標、方法沖突 A clash of goals and methods between distribution channel members. 水平?jīng)_突 Horizontal Conflict 同級成員沖突 Occurs among channel members on the same level 垂直沖突 Vertical Conflict 不同級成員沖突 Occurs among channel members at different levels 5 38 建立渠道伙伴關(guān)系 Channel Partnering The joint effort of all channel members to create a supply chain that serves customers and creates a petitive advantage. 5 39 交易關(guān)系 Transaction vs. PartnershipBased Firms TransactionBased Shortterm relationships Multiple suppliers Adversarial(敵對 ) relationships Price dominates Minimal supplier investment Minimal inform
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