Upload
others
View
5
Download
0
Embed Size (px)
Citation preview
1
Shan-Yu Chou 1
10. Distribution Strategy
Shan-Yu Chou 2
Building Direct Customer RelationshipExample: Dell’s Direct Model
Shan-Yu Chou 3
Outline
The functions of distribution channelsThe Optimal Channel DesignVertical Marketing SystemsThe Multi-Channel SystemChannel Conflicts
Shan-Yu Chou 4
Establish channels for different target markets and aim for efficiency, control, and adaptability.
Kotler on Marketing Channels
2
Shan-Yu Chou 5
What is a Value Network and Marketing-Channel System?
• Value Network• Marketing channel
Shan-Yu Chou 6
行 銷 通 路
• A distribution channel creates value by generating form, possession, time and place utilities.
• 為何需要使用中間商?– Increase efficiency– Sorting – Facilitate the searching process
Shan-Yu Chou 7
How a Distributor Reduces theNumber of Channel Transactions
= Customer= Manufacturer
A. Number of contacts without a distributor
M x C = 3 X 3 = 9
1
32
456
789
Shan-Yu Chou 8
How a Distributor Reduces theNumber of Channel Transactions
= Distributor= Customer= Manufacturer
B. Number of contacts with a distributorM x C = 3 + 3 = 6
Store
1
2
3
4
5
6
3
Shan-Yu Chou 9
Consumer Marketing ChannelsConsumer Marketing Channels
WholesalerWholesaler JobberJobber RetailerRetailer ConsumerConsumer
ConsumerConsumer
RetailerRetailer ConsumerConsumer
ManufacturerManufacturer0-level channel
WholesalerWholesaler RetailerRetailer ConsumerConsumer MfgMfg2-level channel
MfgMfg
3-level channel
1-level channelManufacturerManufacturer
Shan-Yu Chou 10
通路規劃的目標
Providing service outputs demanded by relevant target markets
Bucklin specifies service outputs: Spatial convenience Lot Size Assortment/Variety Delivery Time Service Backup
Shan-Yu Chou 11
行銷通路的功能
InformationPhysical PossessionOwnershipPromotionNegotiationFinancingRisking
Shan-Yu Chou 12
Common Features for Channel Functions
It usually needs resources to perform them.They can be performed better through specialization.They can not be eliminated.They can only be shifted through M, R and customers.
4
Shan-Yu Chou 13
通路結構
通路長度 : 直接 vs. 間接
Tradeoff between coordination and efficiency
Transaction cost theory 通路寬度 (Market coverage)密集式配銷 (便利品)
獨家式配銷 (特殊品)
選擇式配銷 (選購品)
Shan-Yu Chou 14Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-14
Figure 15.4 The Value-Adds vs. Costs of Different Channels
Shan-Yu Chou 15
Evaluating the major channel alternatives
Economic criteriaControl criteriaAdaptive criteria
Shan-Yu Chou 16
Sellingcosts
(dollars)
Level of sales (dollars)
Break-Even Cost Chart
Companysales force
Manufacturer’s sales agency
SB
5
Shan-Yu Chou 17
Corporate Administered
Contractual
Cooperation Complete Good Fairly goodControl Ownership Economic
powerContracts
Example Sears P&G McDonald‘s
Vertical Marketing System
整合式 VMS管理式 VMS契約式 VMS
Shan-Yu Chou 18
整合式 VMS
整合式 VMS
Shan-Yu Chou 19
Conventional Distribution Channel vs. Vertical Marketing Systems
Verticalmarketingchannel
Manufacturer
Retailer
Conventionalmarketingchannel
Consumer
Manufacturer
Consumer
Retailer
Wholesaler
Who
lesa
ler
Shan-Yu Chou 20
Two or more companies at one level join together to follow a new marketing opportunity.
Horizontal Marketing Systems
Nestle and General Mills work together to market cereal outside of North America
6
Shan-Yu Chou 21
Horizontal Marketing Systems
Shan-Yu Chou 22
多重行銷通路系統
Benefits Increased market coverage Lower channel cost More customized selling
Costs Channel conflict and control problems
Shan-Yu Chou 23
Disintermediation
Shan-Yu Chou 24
通路衝突
水平式衝突
Free-riding across dealers Special Services Quality Certification by Stores垂直式衝突
Double-marginalizationFree-riding across manufacturers
7
Shan-Yu Chou 25
Vertical Channel Conflict
Shan-Yu Chou 26Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-26
Causes of Channel Conflict
Goal incompatibility
Unclear roles and rights
Differences in perception
Intermediaries’ dependence on the manufacturer
Shan-Yu Chou 27
Strategies for Multi-Channel Conflicts
New customersDifferent brands, products, or servicesCompensation schemesComplementary relationship
Shan-Yu Chou 28
垂直契約限制
Franchise FeeExclusive DealingExclusive TerritoryResale Price Maintenance (RPM)Slotting AllowanceTying Contract
8
Shan-Yu Chou 29
通路動態
Introduction Typically through specialty channels
Growth Higher volume channels appear
Maturity Moving to lower cost outlets
Decline Even lower cost channels emerge.
Shan-Yu Chou 30
Figure 17.6: Channel Value Added and Market Growth Rate
Shan-Yu Chou 31
Example:Dell Computer Corporation
• Innovative Concept– Custom Design– Direct Sales
• Virtual Integration
Shan-Yu Chou 32
Example: Comcast vs. Netflix
Comcast is the distribution channel for competitors such as Netflix.Cable companies such as Comcast limit the amount of data their Internet service subscribers can download.Comcast has its own online video-streaming app called Xfinity, by which subscribers can stream programming using Xbox game consoles. 32
Shan-Yu C
hou
9
Shan-Yu Chou 33
Marketing TechnologyOmnichannels
Macy’s is turning 300 of its 800-plus stores into combination retail outlets and online warehouses to combat competitors such as Amazon.com.
33
Shan-Yu C
hou
Shan-Yu Chou 34
Marketing Technology: Tracking Customers
shopper marketing and Wi-Fi technology
34
Shan-Yu C
hou