分销策略 Distribution strategy

1. 分销策略Distribution strategy Instructor: Assistant Prof. Xue, Jiaqi（薛佳奇） Office: #522 NingYuan Building Tel: 64493511 E-mail： xuejiaqi@uibe.edu.cn QQ： 50407673

2. Why study this course？ • Channel is an important asset in the company’s overall marketing and positioning strategy • Channel experience strongly affects the customer’s overall perception of a brand’s image and satisfaction. • Explosion of information technology and E-commerce • Growing power of distributors • The need to reduce distribution costs Marketing Department Jiaqi XUE

3. 3 4 1 Channel design Channel management Basic theory • Power-dependence • Commitment-trust • Structure • Target market • Select channel members • Motivation • Product • Pricing • Promotion • Conflict • Logistics 5 Evaluating performance 2 Channel institutions • Retailing • Wholesaling • Franchising What discuss in this course? Marketing Department Jiaqi XUE

4. What are the textbook？ • Marketing Channels : A Management View, (7nd edition). Bert Rosenbloom. South-Western, a division of Thomson Learning, 2004. • 《营销渠道——管理的视野》（第7版）. （美）伯特•罗森布洛姆著，宋华等译. 中国人民大学出版社，2004. • Marketing Channels (6nd edition). Anne T. Coughlan, Erin Anderson, Louis W. Stern, Adel I. Elansary. Prentice Hall, 2001. 清华大学出版社影印，英文版。 Marketing Department Jiaqi XUE

5. How to evaluate your work? Marketing Department Jiaqi XUE

6. Case analysis & presentation • 10 study groups. Each group consists of 6-7 students. • Group assignment: case analysis & project • Orally presentation in class for 15 minutes; • Q & A for 5-10 minutes • Submit a brief written summary (2--3 pages) of the presentation. • Finish grouping and selecting assignment after this class. Marketing Department Jiaqi XUE

7. Chapter 1 Introduction to Marketing Channels Marketing Department Jiaqi XUE

8. What is marketing channel? Marketing Department Jiaqi XUE

9. Marketing Mix Marketing Department Jiaqi XUE

10. What is a marketing channel? External contactual organization that management operates to achieve its distribution objectives. ——Bert Rosenbloom A set of interdependent organizations involved in the process of making a product or service available for use or consumption. ——Anne T. Coughlan et al. Marketing Department Jiaqi XUE

11. Department store Super market Store Marketing channel system of Chinese appliances manufacturer Manufacturer Branch Agency Online retailer Category killers Consumer Marketing Department Jiaqi XUE

12. Why do marketing channels exist and change? Marketing Department Jiaqi XUE

13. 茶叶中间商：盘剥者or高效者？ • 台湾地区茶叶销售 • 中间商的角色 • 促进市场搜索 • 产品聚集和分类 • 减少渠道系统中的接触次数 20,000茶农 280茶叶中间商 60加工厂 拍卖行 Marketing Department Jiaqi XUE

14. 1 2 3 4 • 无中间商参与 • 联系的次数 • M x C =20000*60=1200000 5 6 7 8 9 = Manufacturer = Customer Marketing Department Jiaqi XUE

15. B. 有中间商参与 的联系次数 M +C= 20000+60=20060 1 4 Intermediary 2 5 6 3 = Manufacturer = Distributor = Customer Marketing Department Jiaqi XUE

16. Supply-side factors Why do marketing channels exist and change? Demand- side factors • Facilitation of search • Adjustment of assortment discrepancy • Sorting out • Accumulation • Allocation • Assorting • Routinization of Transactions • Reduction in number of contacts Marketing Department Jiaqi XUE

17. Marketing channels structure and functions Marketing Department Jiaqi XUE

18. * Commercial Channel * Target Markets Who belongs to a marketing channel? Marketing Department Jiaqi XUE

19. Facilitating Agencies in Marketing Channels • Transportation agencies • Storage agencies • Order processing agencies • Advertising agencies • Financial agencies • Insurance companies • Marketing research firms Marketing Department Jiaqi XUE

20. Ownership Information Product Negotiation Promotion Manufacturer Manufacturer Manufacturer Manufacturer Manufacturer Transportation Transportation Ad agency Wholesaler Wholesaler Wholesaler Wholesaler Wholesaler Retailer Retailer Retailer Retailer Retailer Consumer Consumer Consumer Consumer Consumer What is the work of the channel? Marketing Department Jiaqi XUE

21. Channel Structure 1. Number of levels in the channel 2. Intensity at the various levels 3. Types of intermediaries at each level Marketing Department Jiaqi XUE

22. Manufacturer Direct channel Consumer Manufacturer Retailer Consumer Manufacturer Wholesaler Retailer Consumer Manufacturer Retailer Consumer Agent Wholesaler     Number of Levels Indirect channel Marketing Department Jiaqi XUE

23. Long or short? Marketing Department Jiaqi XUE

24. Intensity Dimension Intensive Selective Exclusive Many Few One Numbers of Intermediaries Intensity at the various levels Marketing Department Jiaqi XUE

25. Retailer a Manufacturer Wholesaler A Retailer b Retailerc Consumer WholesalerB … Retailerd Retailere … Wholesaler C Intensive distribution Marketing Department Jiaqi XUE

26. Manufacturer Agent F Consumer Dealer G Agent H Selective distribution Marketing Department Jiaqi XUE

27. Consumer Manufacturer Agent F Exclusive distribution Marketing Department Jiaqi XUE

28. Wide or narrow? Marketing Department Jiaqi XUE

29. Types of Intermediaries • Traditional types • Emerging types • Electronic or online auction firms (eBay, Taobao) • Industrial products sold in B2B markets (阿里巴巴) Marketing Department Jiaqi XUE