商品分销_Distribution（PPT40页)

Distribution/PlaceDecisionDistributionDecisionsDistributionisaboutgettingtheproductstothecustomer.Someexamplesofdistributiondecisionsinclude:•Distributionchannels•Marketcoverage(intensive,selective,orexclusivedistribution)•Specificchannelmembers•Inventorymanagement•Warehousing•Distributioncenters•Orderprocessing•Transportation•Distribution-activitiesthatmakeproductsavailabletocustomerswhenandwheretheyneedthem.•Achannelofdistributionormarketingchannelisagroupofindividualsandorganizationsthatdirectstheflowofproductsfromproducerstocustomers.ChannelDesignDecisionsAnalyzingconsumerserviceneedsSettingchannelobjectives&constraintsIdentifyingmajoralternativesEvaluatingthemajoralternativesDesigninginternationaldistributionchannelsDistributionChannel•Lengthofdistributionchannel–Numberofindividualentitiescomprisingthechannelofdistributionbetweentheproducerandtheconsumer.•Widthofdistributionchannel–Numberofdifferententitiesavailableforprovidingthesamedistributionfunction(asadistributor,wholesaler,orretailer)atdifferentstagesinadistributionchannel.DeterminethelengthofdistributionchannelDeterminethewidthofdistributionchannel•Thefigureshowsthechannelsofdistribution.Youwillnoticethatgoodsreachtheconsumerbyoneofanumberofroutes.•ManufacturersconsumersWholesalersretailersManufacturers’ownshopsortiedshopsLengthofdistribution–M-C(零级渠道)----directmarketingchannel–MRC(一级渠道)–MWRC(二级渠道)–MWJRC(三级渠道)indirectmarketingchannelAmarketingchannelthathasnointermediarylevels.Channelcontainingoneormoreintermediarylevels.•M-C•Servicesoftenusedirectchannelssincetheserviceprovider,inmostcases,mustbetheretoprovidetheservice.•Simplestmethod,notnecessarilythemosteffective,eg.Avon,Amway.ManufacturerConsumer•M-R-C•Largeretailers(eg.Wal-Mart),nodiscrepancyinquantitysuppliedanddemanded.Popularinconsumermarketforclothing,automobiles...•Costoftransportationandinventoryarehigh.ManufacturerConsumerRetailer•M-W-R-C•Usedbysmallmanufacturersoffood,drugs,hardware,andotherproducts.•Smallerretailers,widelydistributedproducts,convenienceproducts.ManufacturerConsumerRetailerwholesaler•M-W-J-R-C•Anumberofsmallproducersprovidesconvenienceproducts.•eg.Inthemeatpackingindustry,jobbersbuyfromwholesalersandselltosmallerretailerswhogenerallyarenotservedbylargewholesalers.ManufacturerConsumerRetailerwholesalerJobberWidthofdistributionM•IntensiveDistribution(密集型分销)•SelectiveDistribution(选择性分销)•ExclusiveDistribution(专营性分销)Widthofdistribution•IntensiveDistribution:Aformofmarketcoverageinwhichaproductisdistributedthroughallavailablewholesalersorretailerswhostockandselltheproductinagivenmarketarea.Widthofdistribution•SelectiveDistribution：Asmallnumberofretailoutletsarechosentodistributetheproduct.Selectivedistributioniscommonwithproductssuchascomputers,televisionshouseholdappliances.Widthofdistribution•ExclusiveDistribution：Involveslimitingdistributiontoasingleoutlet.Theproductisusuallyhighlypriced,andrequirestheintermediarytoplacemuchdetailinitssell.Distribution•Retailing–Productlines–Relativeprices–Retailorganizations•WholesalingRetailing•Retailingiscarriedonbybusinesseswhichsellgoodstothefinalconsumerandmostretilingisdonebyshops.•Therearemanydifferenttypesofshopsandretailoutlets.Retailing1.IndependentRetailer/ConvenienceStore•Theseareusuallyownedbysmallbusinesses,oftensoletraders.Sincetheyaresmalltheycannotbuytheirgoodsinbulkandthereforecannotobtainthemcheaply.•Consequently,pricesareoftenhigherinsmallshopsthaninlargesupermarkets.•Thesmallshopisoftenconvenientlyplaced.•Anditisoftenopenformuchlongerhours.Thepatternformostpeopleistodothebulkoftheirshoppinginsupermarketsandobtainsmalleroroverlookeditemsintheshop.RetailingFacingstiffcompetition,smallshopsstillsurviveandtheydosoforthefollowingreason:•theyprovideaconvenientservicetheshopisaroundresidentialarea.•theyoftenhavemuchmoreconvenienthoursofopening.•smallshopsbecausetheyknowtheircustomers,willoftengivecreditandwillputgoods“ontheslate”.Retailing2.Departmental/DepartmentStores•Adepartmentstorehasbeendescribedasanumberofshopsunderoneroof,andinfacteachdepartmentspecializesinaparticularrangeofgoods.–thebigadvantagethatadepartmentalstorehasisthatitcanoffertheshoppertheopportunitytodoallhis/hershoppingunderoneroof.–andeveninmanycaseshavelunchduringshopping.–Departmentalstoresofferavarietyofcreditfacilities,forexamplethroughtheuseofaccountcards.Retailing3.SupermarketsandHypermarkets•Supermarketsareusuallyinthecontrolofmultiples,althoughitispossibleforanindependentretailertoopenasupermarket.Thedistinguishingfeatureofasupermarketisitssize,notthetypeofownership.•Asupermarkethasfloorspaceofatleast186squaremeters.Thehypermarketsareverylargeshopswithover2500squaremetersoffloorspace.HypermarketsstartedinFrance.RetailingThegrowthofsupermarketsinthepasttenyearsorsohasbeenduetoanumberoffactors:–1.Theyusuallystockawiderangeofgoodssothatoncein,theshoppercanobtainallrequirements.–2.Thegoodsareondisplayandareselectedbythecustomer,thereforeresultinginlesslaborbeingrequiredwit