CH10-Global-Marketing-Channels-and-Physical-Distri

©2005PrenticeHall12-1Chapter10GlobalMarketingChannelsandPhysicalDistribution©2005PrenticeHall12-2ChannelsaremadeupofacoordinatedgroupofindividualsorfirmsthatperformfunctionsthataddutilitytoaproductorserviceI.ChannelObjectives©2005PrenticeHall12-3ChannelObjectivesMarketingchannelsexisttocreateutilityforcustomers–Placeutility-availabilityofaproductorserviceinalocationthatisconvenienttoapotentialcustomer–Timeutility-availabilityofaproductorservicewhendesiredbyacustomer–Formutility-availabilityoftheproductprocessed,prepared,inproperconditionand/orreadytouse–informationutility-availabilityofanswerstoquestionsandgeneralcommunicationaboutusefulproductfeaturesandbenefits©2005PrenticeHall12-4II.DistributionChannels:TerminologyandStructureDistributor分销商–wholesaleintermediarythattypicallycarriesproductlinesorbrandsonaselectivebasisAgent代理商–anintermediarywhonegotiatestransactionsbetweentwoormorepartiesbutdoesnottaketitletothegoodsbeingpurchasedorsold©2005PrenticeHall12-5ConsumerProductsCustomercharacteristic:thenumberofindividualbuyersandtheirgeographicdistribution,income,shoppinghabits,andreactiontodifferentmethodsProductcharacteristic:degreeofstandardization,perishability,bulk,servicerequirements,andunitprice©2005PrenticeHall12-6ConsumerProductsPiggybackMarketing背驮式营销–channelinnovationthathasgrowninpopularity–Onemanufacturedistributesproductbyutilizinganothercompany’sdistributionchannel–Requiresthatthecombinedproductlinesbecomplementary（互补的）andappealtothesamecustomer©2005PrenticeHall12-7IndustrialProducts©2005PrenticeHall12-8Comparison:Consumerchannelstendtoexhibitmorevarietyandbelonger(havemoreintermediaries)comparedwithindustrialchannels.–Therearetypicallymorecustomersforretailproductsthanforindustrialgoods–Consumerspurchasesmallerquantitiesonamorefrequentbasis–Industrialproductsarerelativelyexpensiveandcomplicated,andrequiremoreaftersaleservice.©2005PrenticeHall12-9III.EstablishingChannelsDirectinvolvement–thecompanyestablishesitsownsalesforceoroperatesitsownretailstoresIndirectinvolvement–thecompanyutilizesindependentagents,distributors,and/orwholesalersChannelstrategymustfitthecompany’scompetitivepositionandmarketingobjectivesineachnationalmarket©2005PrenticeHall12-10WorkingwithChannelIntermediariescherrypicking挑肥拣瘦–takingordersonlyfrommanufacturerswithestablisheddemandforproductsandbrands–selectingonlyafewchoiceitemsfromavendor’s（卖主）productlines.©2005PrenticeHall12-11WorkingwithChannelIntermediariesSelectdistributors–don’tletthemselectyouLookfordistributorscapableofdevelopingmarkets,ratherthanthosewithafewgoodcustomercontactsTreatlocaldistributorsaslong-termpartners,nottemporarymarket-entryvehicles©2005PrenticeHall12-12WorkingwithChannelIntermediariesSupportmarketentrybycommittingmoney,managers,andprovenmarketingideasFromthestart,maintaincontrolovermarketingstrategyMakesuredistributorsprovideyouwithdetailedmarketandfinancialperformancedataBuildlinksamongnationaldistributorsattheearliestopportunity©2005PrenticeHall12-13IV.GlobalRetailingEnvironmentalFactors–Domesticmarket:saturationinthehomecountrymarket;recessionorothereconomicfactors;strictregulationonstoredevelopment;highoperatingcosts–Overseasmarket:weakcompetition;highratesofeconomicgrowth;agrowingmiddleclass;ahighproportionofyoungpeople;lessstringentregulation©2005PrenticeHall12-14CriticalQuestion–Whatadvantagesdowehaverelativetothelocalcompetition?©2005PrenticeHall12-15Sourcesofcompetitiveadvantage:Somecompetenciesarereadilyperceivedbycustomers,suchasselection,price,andtheoverallmannerinwhichthegoodsareofferedinthestoresetting.Thelastincludessuchthingsasstorelocation,parkingfacilities,in-storeatmosphere,andcustomerservice.Competenciescanalsobefoundinlessvisiblevaluechainactivitiessuchasdistribution,logistics,andinformationtechnology.©2005PrenticeHall12-16GlobalRetailingTop25GlobalRetailersin2002,salesinMillions©2005PrenticeHall12-17GlobalRetailingRetailformat零售业态:Departmentstores百货商店Specialtyretailers专业零售商Categorykillers品类杀手Supermarkets超市Conveniencestores便利店©2005PrenticeHall12-18Discountstores折扣店warehouseclubs仓储会员店Hypermarkets巨型超市Supercenters超级购物中心Outletstores名品折扣店Retailstorescanbedividedintocategoriesaccordingtotheamountofsquarefeetoffloorspace,thelevelofserviceoffered,widthanddepthofproductofferings,orothercriteria.©2005PrenticeHall12-19ClassifyingGlobalRetailers©2005PrenticeHall12-20GlobalRetailingStrategiesOrganicgrowth（greenfieldinvestment）内生增长–CompanyusesitsownresourcestoopenastoreonagreenfieldsiteFranchising连锁经营–Appropriatestrategywhenbarrierstoentryarelowyetthemarketisculturallydistantintermsofconsumerbehaviororretailingstructures©2005PrenticeHall12-21GlobalRetailingStrategiesChainAcquisition收购–AmarketentrystrategythatentailspurchasingacompanywithmultipleexistingoutletsinaforeigncountryJointVenture合资企业–Thisstrategyisadvisablewhenculturallydistant,difficult-to-entermarketsaretargeted©2005PrenticeHall12-22GlobalRetailingStrategiesJointventureFranchisingChainacquisitionOrganicgrowthABCDEasytoenterDifficulttoenterCulturallycloseCulturallydistant©2005P