Marketing Channel Management 常永胜 Tel: 13711450658 E-mail: [email protected].
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Transcript of Marketing Channel Management 常永胜 Tel: 13711450658 E-mail: [email protected].
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Research Study and Grading
Participation and Effort 20% Team work 30% Final Tests 50%
As Heavens’ movement is ever vigorous,
so must a man ceaselessly strive along. -----From YI Jing( the book of changes)
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Introduction
1.The background of Marketing channel research
2. Channel’s position in MANAGEMENT and MARKETING
3. An analytic framework for marketing channel
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Study structureStudy structureStudy structureStudy structure
Ⅰ.basis section
Ⅱ.design section
Ⅲ.management section
Ⅳ.performance section
Ⅴ.extension section
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Ⅰ.basis section
chapter1 channel function and
management
Chapter2 channel structure
Chapter3 channel participant
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Ⅱ. Design section
chapter4 principle and process of channel d
esign
chapter5 structure design and evaluation
chapter6 selection of channel participants
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Ⅲ. Management section
chapter7 channel policy and participants motivation
chapter8 channel power and conflicts
chapter9 products and price management in channel
chapter10 material and information flow management in channel
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Ⅳ. Performance section
chapter11 channel relationship management
chapter12 channel situation and performance evaluation
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Ⅴ.extension sectionchapter13 service marketing channel management
chapter14 international marketing channel management
chapter15 electronic marketing channel management
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Chap 1 Channel and Channel Management
1. What is a marketing Channel ?2. Channel’s functions and flows3. Why do channels exist ?4. Channel Management5. Channel Manager
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一、 What is a marketing Channel ? Your understanding ? Thinking: how to do? Mini-case 新燕藤器厂
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The Definition of marketing Channel: Also known as the sales channels 、 distrib
ution channels , a marketing Channel is a set of interdepend
ent organizations involved in the process of making a product or service available for use or consumption.
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Three points
From a structural point of view: set of interdependent organization;
From the behavioral point of view : is “process”, not an activity 、 an event;
From the functional point of view :Goal is getting to end-user
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Thinking:
Distribution channels and marketing channels
Distribution and circulation Business Flow and Logistics Distribution and sales
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二、 Channel’s functions and flows
1 、 Research2 、 Seek 3 、 classification 4 、 Promotions 5 、 negotiation6 、 logistics 7 、 Finance 8 、 risk
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Various flows are performance of functions. These flows unify all types of organizations, constituting the channel, together.
These flows are:
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customer
supplier
supplier
supplier
supplier
supplier
Warehouse of transporter
bank
transporter、 warehouse 、 bank
Advertisement agent
manufacturer
manufacturer
manufacturer
manufacturer
manufacturer
bank
franchiser
bank
1 、 material flow
2 、 ownership flow
3 、 payment flow
4 、 information flow
5 、 promotion flow
Warehouse of transporter franchiser
franchiser
franchiser
franchisertransporter、 warehouse 、 bank
Advertisement agent
franchiser
Transporter
bank
customer
customer
customer
customertransporter
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三、 Why do channels exist ?1.Regulating the contradictions of
production and market and creating the four major effects
-------ownership, time, place, form.2. Decreasing the frequency of
transactions and improving efficiency.3. As corporate intangible assets, they
create competitive advantages.
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四、 Channel Management
1, meaning: Coordinating the activities of all participants in marketing channels through planning, organization, motivation and control, so as to respond effectively to market demands, to minimize distribution costs and maxmize customer value.
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2, characteristics
First of all, marketing channel management is inter-organizational management.
Secondly, marketing channel management has a cross-organizational target system.
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Thirdly, the marketing channel management function has its own characteristics.
Finally, the way in the management relies on power less, while relies on contracts, leases or some norms more.
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3, content
Channel structureChannel structure
Channel behaviorChannel behavior
Channel efficiencyChannel efficiency
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4, steps
1) channels investigation and analysis 2) defining channel objectives 3) channel strategy and evaluation 4) the implementation of channel
strategy 5) channels assessment and adjustment
strategy
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5. channel manager Channel manager is responsible for
channel management and is the decision-making person.
Channel manager will generally be divided into three levels: high-level channel managers, middle managers and Grassroots managers.
Channel manager has two main tasks: channel job management and staff
management.
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Let's try 1. Why have been marketing channels
given high priority as market competition's important strategy in recent years ?
2. What is the differences between inter-organizational management and internal management ?
3. what is the main functions and mission of Channel manager ?
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Channel study :domestic and overseas main periodicals
管理世界 南开管理评论 财贸经济 经济管理 北京工商大学学报 Journal of marketing Journal of marketing research Journal of marketing channels Journal of retailing The academy of marketing science