Part Six : Placing Strategy

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Part Six : Placing Strategy

Part Six : Placing Strategy

( Chapter12-Chapter13)( Chapter12-Chapter13)

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Distribution channel (marketing channel)(P.362)

• A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user.

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Distribution channel functions

Information （信息）Information （信息）

Promotion （促销） Promotion （促销）

Contact （ 联系）Contact （ 联系）

Matching （适应）Matching （适应）

Negotiation （谈判） Negotiation （谈判）

Physical Distribution （物流）

Physical Distribution （物流）

Financing （融资） Financing （融资）

Risk taking （风险分担）Risk taking （风险分担）

(P.364)

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Marketing flows (营销流 )

Physical flow（物流）

Physical flow（物流）

Ownership flow（商流）

Ownership flow（商流）

Financial flow（金融流）

Financial flow（金融流）

Information flow ( 信息流 )

Information flow ( 信息流 )

Promotion flow ( 促销流 )

Promotion flow ( 促销流 )

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Customer marketing channels （ P.364)

• Channel 1

• Channel 2

• Channel 3

• Channel 4

MM

MM

MM

MM WW JobberJobber CC

WW CC

RR CC

CC

RR

RR

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Business marketing channels

• Channel 1

• Channel 2

• Channel 3

• Channel 4

MM

MM

MM

MM R&SR&S ICIC

R&SR&S ICIC

DD ICIC

ICIC

DD

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我国计划经济时期的商品分销渠道

进口商品进口商品 生产企业生产企业

一级站一级站 二级站二级站 三级站三级站外贸公司外贸公司

极少数大型零售店

极少数大型零售店

少数大中型零售店

少数大中型零售店

一般零售店

一般零售店

消费者消费者

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生产企业生产企业

自设销售系统

自设销售系统 中间商中间商 交易市场交易市场 专卖与

直销专卖与

直销

零售商店零售商店 消费者消费者

我国改革后的商品分销渠道

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Vertical Marketing Systems) （垂直营销系统）(P.367)

conventional vertical(VMS)

ManufacturerManufacturer

Wholesaler Wholesaler

Retailer Retailer

Customer Customer Customer Customer

Manufacturer

wholesale

r

Retailer

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• Vertical Marketing System(VMS) （垂直营销系统）

VMSVMS

CorporateVMS

CorporateVMS

ContractualVMS

ContractualVMS

AdministeredVMS

AdministeredVMS

Wholesaler-sponsoredvoluntary

chains

Wholesaler-sponsoredvoluntary

chains

Retailercooperatives

Retailercooperatives

Franchiseorganizations

Franchiseorganizations

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连锁经营的主要形式：

正规连锁：（ Corporate VMS ） 同一资本所有；总部直接控制；财务统一核算。

特许连锁：（ Franchise organization ） 契约加盟连锁；统一开展经营；财务分别核算。

自由连锁：（ Voluntary chains ） 自愿连锁协作；实行统购分销；财务分别核算。

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• Difference between the VMS types

CorporateVMS

CorporateVMS

ContractualVMS

ContractualVMS

AdministeredVMS

AdministeredVMS

OwnershipOwnership

ContractContract

Size and powerSize and power

Combines through

Combines through

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• Horizontal Marketing System （水平营销

系统）• A channel arrangement in which tow or m

ore companies at one level join together to follow a new marketing opportunity 。

Firm AFirm A Firm BFirm B Firm CFirm C

Distribution channelDistribution channel

Target markets Target markets

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• Hybrid Marketing System （综合营销系统）

• Multi-channel distribution systems in which a single firm sets up tow or more marketing channels to reach one or more customer segments 。

RetailerRetailer Customer segment2

Customer segment2

Business segment1

Business segment1

Business segment2

Business segment2

Producer

Distributors Detailer

Customer segment1

Customer segment1

Catalogs ， telephone

Sales force

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Channel Design Decisions (P.372-376)

Analyzing consumer service needs.

Analyzing consumer service needs.

Setting the channel objectivesand constraints

Setting the channel objectivesand constraints

Identifying major alternatives.

Identifying major alternatives.

Evaluating the major alternatives.

Evaluating the major alternatives.

Designingdistributionchannel.

Designingdistributionchannel.

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• Types of industrial goods intermediaries

Company sales forceCompany sales force

Manufacturer’s agencyManufacturer’s agency

Industrial distributorsIndustrial distributors

Company Company Customer Customer

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Number of marketing intermediaries (P.374)

Intensive distribution

( 密集分销）

As many outlets as possible

Intensive distribution

( 密集分销）

As many outlets as possible

Exclusive distribution

( 独家分销）

Limited number of dealer have exclusive right to distribute

Exclusive distribution

( 独家分销）

Limited number of dealer have exclusive right to distribute

Selective distribution

( 选择分销）

More than one but fewer than all

Selective distribution

( 选择分销）

More than one but fewer than all

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Channel management decisions (P.377)

Motivatingchannelmembers.

Evaluating channelmembers

Selecting channelmembers.

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Retailing and Wholesaling

• Retailing :All activities involved in selling goods or services directly to final consumers for their personal, non-business use.

• Wholesaling :All activities involved in selling goods and services to those buying for resale or business use .

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Different Ways to Classify Retail Outlets

Amount of service Self-service Limited service Full service

Product line soldSpecialty storeDepartment storeSupermarketConvenience storeSuperstoreHyper-marketCategory killer

Relative Price

Discount storeOff-price retailersCatalog showroomFactory outletsWarehouse club

Control of Outlets

Corporate chainVoluntary chainretailer cooperativeFranchiseMerchandisingConglomerate （集成商）

Type of Store Cluster

Shopping mallCentral business districtRegional shopping centerCommunity shopping centerNeighborhood shopping center

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Non-store Retailing

•

Direct Marketing

Direct Marketing

AutomaticVending

AutomaticVending

Directselling

Directselling

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Major types of Wholesaler

• Merchant Brokers and Manufacturers’ sales Wholesalers Agent Branches and Office

Full-service wholesalers Brokers Sale branch & offices wholesaler merchants Agents Purchasing office industrial distributorsLimited-service wholesalers cash-and-carry wholesalers truck wholesalers drop shippers rack jobbers…….

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Physical distribution(or marketing

logistics) P.379

The tasks involved in planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet consumer requirements at a point.

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Major logistics functions

• Order processing;

• Warehousing ;

• inventory;

• transportation.

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Third-party logistics provider (P.387)

An independent logistics provider that performs any of all functions required to get their clients’ product to market.