chapter 7 Place and Development of Channel Systems（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）

BASIC MARKETING Chapter 7 Place and Development of Channel Systems Learning Objectives After studying this chapter, you should be able to: What functions performed by marketing specialists to overcome discrepancies b/w P and C. Understand why some firms use direct or indirect channel systems. Understand how to develop co-operative relationships and avoid conflicts in channel systems Know traditional and vertical marketing systems Know intensive, selective and exclusive distribution. Chapter Outline Definition of Channel of Distribution Direct and Indirect Channel System Function of intermediaries Type of Channel Relationship To Achieve Ideal Market Exposure A channel of distribution is the network of agencies and institutions that links producers with users, in another saying, means a system various channel members agree by contract to cooperate with one another. 7.1 Definition of Channel of Distribution 7.1Definition of Channel of Distribution M M M C C C M M M C C C D 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 (a) number of contacts (b) number of contacts M×C=3×3=9 M+C=3+3=6 M=Manufacturer C=Customer D= Distributor Figure 7.1 Distributors Make Trade Efficient Many Individual Consumers To create utility and direct flow of need-satisfying goods and services To overcome discrepancies and separations Perform universal marketing functions Middlemen intermediaries Many Individual Producers Facilitators Figure 7.2 Model of Market-Directed Macro-Marketing System Monitoring by government(s) and public interest groups This slide relates to the material on pp. 24-26 and corresponds to Exhibit 1-4 on p. 25 and Transparency 6. See also Transparency 4. Summary Overview The universal marketing functions shown here help the macro-marketing system overcome separations and discrepancies between those wishing to participate in an exchange. How a particular country or culture fulfills these functions varies widely, but all the