mm 6

61問 • 1年前

問題一覧

are sets of interdependent organizations participating in the process of making a product or service available for use or consumption.

Marketing Channels

system is the particular set of marketing channels a firm employ, and decisions about it are among the most critical ones management faces.

Marketing channel system

uses the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users

Push strategy

the manufacturer uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries, thus inducing the intermediaries to order it.

Pull strategy

occurs when a single firm uses two or more marketing channels to reach customer segments.

Hybrid channels or multichannel marketing

A supply chain view of a firm sees markets as destination points and amounts to a linear view of the flow of ingredients and components through the production process to their ultimate sale to customers.

Value Networks

The company should first think of the target market, however, and then design the supply chain backward from that point.

demand chain planning

performs the work of moving goods from producers to consumers.

marketing channel

of activity from the company to the customer;

forward flow

from customers to the company.

backward flow

Three types of shoppers:

service/quality consumer price/value consumer affinity consumer

who cared most about the variety and performance of products and service,

Service/quality customers

who were most concerned about spending wisely, and 3. Affinity customers who primarily sought stores that suited people like themselves or groups they aspired to join.

Price/value customers

who primarily sought stores that suited people like themselves or groups they aspired to join.

Affinity customers

Channels produce five service outputs:

lot size waiting and delivery time spital convenience product variety service -backup

The number of units the channel permits a typical customer to purchase on one occasion.

Lot siz

The average time customers wait for receipt of goods. Customers increasingly prefer faster delivery channels.

Waiting and delivery time

The degree to which the marketing channel makes it easy for customers to purchase the product.

Spatial convenience—

The assortment provided by the marketing channel. Normally, customers prefer a greater assortment because more choices increase the chance of finding what they need, although too many choices can sometimes create a nega

Product variety

Add-on services (credit, delivery, installation, repairs) provided by the channel. The greater the service backup, the greater the work provided by the channel.

Service backup

Three strategies based on the number of intermediaries

exclusive distribution several distribution intensive distribution

means severely limiting the number of intermediaries. It’s appropriate when the producer wants to maintain control over the service level and outputs offered by the resellers, and it often includes exclusive dealing arrangements.

Exclusive distribution

relies on only some of the intermediaries willing to carry a particular product. Whether established or new, the company does not need to worry about having too many outlets; it can gain adequate market coverage with more control and less cost than intensive distribution.

Selective distribution r

places the goods or services in as many outlets as possible. This strategy serves well for snack foods, soft drinks, newspapers,candies, and gum

Intensive distribution

EVALUATING MAJOR CHANNEL ALTERNATIVES

economic criteria

Each channel alternative will produce a different level of sales and costs.

Economic Criteria.

Using a sales agency can pose a control problem. Agents may concentrate on the customers who buy the most, not necessarily those who buy the manufacturer’s goods. They might not master the technical details of the company’s product or handle its prom

Control and Adaptive Criteria.

To facilitate channel member selection, producers should determine what characteristics distinguish the better intermediaries—

SELECTING CHANNEL MEMBERS

A company needs to view its intermediaries the same way it views its end users. It should determine their needs and wants and tailor its channel offering to provide them with superior value.

TRAINING AND MOTIVATING CHANNEL MEMBERS

r is the ability to alter channel members’ behavior so they take actions they would not have taken otherwise.

Channel power

Manufacturers can draw on the following types of power to elicit cooperation:

coercive power reward power ligetimate power expert power Referent power

. A manufacturer threatens to withdraw a resource or terminate a relationship if intermediaries fail to cooperate.

coercive power

Reward power. The manufacturer offers intermediaries an extra benefit for performing specific acts or functions.

reward power

The manufacturer requests a behavior that is warranted under the contract.

legitimate power

The manufacturer has special knowledge the intermediaries value. Once the intermediaries acquire this expertise, however, expert power weakens.

expert power

he manufacturer is so highly respected that intermediaries are proud to be associated with it.

Referent

No channel strategy remains effective over the whole product life cycle. In

MODIFYING CHANNEL DESIGN AND ARRANGEMENTS

A producer must periodically review and modify its channel design and arrangements

CHANNEL MODIFICATION DECISIONS

International markets pose distinct challenges, including variations in customers’ shopping habits, but opportunities at the same time

GLOBAL CHANNEL CONSIDERATIONS

consists of an independent producer, wholesaler(s), and retailer(s)

conventional marketing channel

by contrast, includes the producer, wholesaler(s), and retailer(s) acting as a unified system.

vertical marketing system

is generated when one channel member’s actions prevent another channel from achieving its goal.

channel conflict

occurs when channel members are brought together to advance the goals of the channel, as opposed to their own potentially incompatible goals.

Channel coordination

Types of Conflict and Competition

horizontal channel conflict vertical channel conflict multichannel conflict

between channel members at the same level.

horizontal channel conflict

Vertical channel conflict occurs between different levels of the channel.

vertical channel conflict

exists when the manufacturer has established two or more channels that sell to the same market.

multichannel conflict

a Web site to transact or facilitate the sale of products and services online. Online retail sales have exploded in recent years, and it is easy to see why.

E-commerce

Online retailers compete in three key aspects of a transaction:

(1) customer interaction with the Web site, (2) delivery, and (3) ability to address problems when they occur.

B2B sites make markets more efficient, giving buyers easy access to a great deal of information from

suppliers website imformediaries market makers customer communities

, third parties that add value by aggregating information about alternatives;

imformediaries

, third parties that link buyers and sellers; and

market makers

where buyers can swap stories about suppliers’ products and services.

customer communities,

The widespread penetration of cell phones and smart phones—there are currently more mobile phones than personal computers in the world—allows people to connect to the Internet and place online orders on the move.

M-COMMERCE MARKETING PRACTICES

includes all the activities in selling goods or services directly to final consumers for personal, nonbusiness use.

Retailing

is any business enterprise whose sales volume comes primarily from retailing,

retailer or retail

Types of Retailers

store retailing Nonstore retailing corporate retaining and franchising

Perhaps the best-known type of store retailer is the department store. Different formats of store retailers will have different competitive and price dynamics.

1. Store retailers

Retailers also meet widely different consumer preferences for service levels and specific services. Specifically, they position themselves as offering one of four levels of service:

Self-service Self-selection Limited service Full service

Although the overwhelming bulk of goods and services—97 percent—is sold through stores, nonstore retailing has been growing much faster than store retailing. Nonstore retailing falls into four major

. Nonstore retailing

Nonstore retailing falls into four major

Direct selling Direct marketing Automatic vending Buying service

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問題一覧

are sets of interdependent organizations participating in the process of making a product or service available for use or consumption.

Marketing Channels

system is the particular set of marketing channels a firm employ, and decisions about it are among the most critical ones management faces.

Marketing channel system

uses the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users

Push strategy

the manufacturer uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries, thus inducing the intermediaries to order it.

Pull strategy

occurs when a single firm uses two or more marketing channels to reach customer segments.

Hybrid channels or multichannel marketing

Value Networks

The company should first think of the target market, however, and then design the supply chain backward from that point.

demand chain planning

performs the work of moving goods from producers to consumers.

marketing channel

of activity from the company to the customer;

forward flow

from customers to the company.

backward flow

Three types of shoppers:

service/quality consumer price/value consumer affinity consumer

who cared most about the variety and performance of products and service,

Service/quality customers

who were most concerned about spending wisely, and 3. Affinity customers who primarily sought stores that suited people like themselves or groups they aspired to join.

Price/value customers

who primarily sought stores that suited people like themselves or groups they aspired to join.

Affinity customers

Channels produce five service outputs:

lot size waiting and delivery time spital convenience product variety service -backup

The number of units the channel permits a typical customer to purchase on one occasion.

Lot siz

The average time customers wait for receipt of goods. Customers increasingly prefer faster delivery channels.

Waiting and delivery time

The degree to which the marketing channel makes it easy for customers to purchase the product.

Spatial convenience—

Product variety

Add-on services (credit, delivery, installation, repairs) provided by the channel. The greater the service backup, the greater the work provided by the channel.

Service backup

Three strategies based on the number of intermediaries

exclusive distribution several distribution intensive distribution

Exclusive distribution

Selective distribution r

places the goods or services in as many outlets as possible. This strategy serves well for snack foods, soft drinks, newspapers,candies, and gum

Intensive distribution

EVALUATING MAJOR CHANNEL ALTERNATIVES

economic criteria

Each channel alternative will produce a different level of sales and costs.

Economic Criteria.

Control and Adaptive Criteria.

To facilitate channel member selection, producers should determine what characteristics distinguish the better intermediaries—

SELECTING CHANNEL MEMBERS

A company needs to view its intermediaries the same way it views its end users. It should determine their needs and wants and tailor its channel offering to provide them with superior value.

TRAINING AND MOTIVATING CHANNEL MEMBERS

r is the ability to alter channel members’ behavior so they take actions they would not have taken otherwise.

Channel power

Manufacturers can draw on the following types of power to elicit cooperation:

coercive power reward power ligetimate power expert power Referent power

. A manufacturer threatens to withdraw a resource or terminate a relationship if intermediaries fail to cooperate.

coercive power

Reward power. The manufacturer offers intermediaries an extra benefit for performing specific acts or functions.

reward power

The manufacturer requests a behavior that is warranted under the contract.

legitimate power

The manufacturer has special knowledge the intermediaries value. Once the intermediaries acquire this expertise, however, expert power weakens.

expert power

he manufacturer is so highly respected that intermediaries are proud to be associated with it.

Referent

No channel strategy remains effective over the whole product life cycle. In

MODIFYING CHANNEL DESIGN AND ARRANGEMENTS

A producer must periodically review and modify its channel design and arrangements

CHANNEL MODIFICATION DECISIONS

International markets pose distinct challenges, including variations in customers’ shopping habits, but opportunities at the same time

GLOBAL CHANNEL CONSIDERATIONS

consists of an independent producer, wholesaler(s), and retailer(s)

conventional marketing channel

by contrast, includes the producer, wholesaler(s), and retailer(s) acting as a unified system.

vertical marketing system

is generated when one channel member’s actions prevent another channel from achieving its goal.

channel conflict

occurs when channel members are brought together to advance the goals of the channel, as opposed to their own potentially incompatible goals.

Channel coordination

Types of Conflict and Competition

horizontal channel conflict vertical channel conflict multichannel conflict

between channel members at the same level.

horizontal channel conflict

Vertical channel conflict occurs between different levels of the channel.

vertical channel conflict

exists when the manufacturer has established two or more channels that sell to the same market.

multichannel conflict

a Web site to transact or facilitate the sale of products and services online. Online retail sales have exploded in recent years, and it is easy to see why.

E-commerce

Online retailers compete in three key aspects of a transaction:

(1) customer interaction with the Web site, (2) delivery, and (3) ability to address problems when they occur.

B2B sites make markets more efficient, giving buyers easy access to a great deal of information from

suppliers website imformediaries market makers customer communities

, third parties that add value by aggregating information about alternatives;

imformediaries

, third parties that link buyers and sellers; and

market makers

where buyers can swap stories about suppliers’ products and services.

customer communities,

M-COMMERCE MARKETING PRACTICES

includes all the activities in selling goods or services directly to final consumers for personal, nonbusiness use.

Retailing

is any business enterprise whose sales volume comes primarily from retailing,

retailer or retail

Types of Retailers

store retailing Nonstore retailing corporate retaining and franchising

Perhaps the best-known type of store retailer is the department store. Different formats of store retailers will have different competitive and price dynamics.

1. Store retailers

Retailers also meet widely different consumer preferences for service levels and specific services. Specifically, they position themselves as offering one of four levels of service:

Self-service Self-selection Limited service Full service

. Nonstore retailing

Nonstore retailing falls into four major

Direct selling Direct marketing Automatic vending Buying service