商品分銷-Distribution知識點(diǎn)

商品分銷_Distribution知識點(diǎn)Distribution/PlaceDecisionDistributionDecisionsDistributionisaboutgettingtheproductstothecustomer.Someexlesofdistributiondecisionsinclude:DistributionchannelsMarketcoverage(intensive,selective,orexclusivedistribution)SpecificchannelmembersInventorymanagementWarehousingDistributioncentersOrderprocessingTransportationDistribution-activitiesthatmakeproductsavailabletocustomerswhenandwheretheyneedthem.Achannelofdistributionormarketingchannelisagroupofindividualsandorganizationsthatdirectstheflowofproductsfromproducerstocustomers.ChannelDesignDecisionsAnalyzingconsumerserviceneedsSettingchannelobjectives&constraintsIdentifyingmajoralternativesEvaluatingthemajoralternativesDesigninginternationaldistributionchannelsDistributionChannelLengthofdistributionchannelNumberofindividualentitiescomprisingthechannelofdistributionbetweentheproducerandtheconsumer.WidthofdistributionchannelNumberofdifferententitiesavailableforprovidingthesamedistributionfunction(asadistributor,wholesaler,orretailer)atdifferentstagesinadistributionchannel.DeterminethelengthofdistributionchannelDeterminethewidthofdistributionchannelThefigureshowsthechannelsofdistribution.Youwillnoticethatgoodsreachtheconsumerbyoneofanumberofroutes.

ManufacturersconsumersWholesalersretailersManufacturers’ownshopsortiedshopsLengthofdistributionM-C(零級渠道)----directmarketingchannelMRC(一級渠道)MWRC(二級渠道)MWJRC(三級渠道)indirectmarketingchannelAmarketingchannelthathasnointermediarylevels.Channelcontainingoneormoreintermediarylevels.M-CServicesoftenusedirectchannelssincetheserviceprovider,inmostcases,mustbetheretoprovidetheservice.Simplestmethod,notnecessarilythemosteffective,eg.Avon,Amway.ManufacturerConsumerM-R-CLargeretailers(eg.Wal-Mart),nodiscrepancyinquantitysuppliedanddemanded.Popularinconsumermarketforclothing,automobiles...Costoftransportationandinventoryarehigh.ManufacturerConsumerRetailerM-W-R-CUsedbysmallmanufacturersoffood,drugs,hardware,andotherproducts.Smallerretailers,widelydistributedproducts,convenienceproducts.ManufacturerConsumerRetailerwholesalerM-W-J-R-CAnumberofsmallproducersprovidesconvenienceproducts.eg.Inthemeatpackingindustry,jobbersbuyfromwholesalersandselltosmallerretailerswhogenerallyarenotservedbylargewholesalers.ManufacturerConsumerRetailerwholesalerJobberWidthofdistributionMWWWCCCCCCCMWCCCCwidechannelwithintermediarynarrowchannelwithintermediaryIntensiveDistribution(密集型分銷)SelectiveDistribution(選擇性分銷)ExclusiveDistribution(專營性分銷)WidthofdistributionIntensiveDistribution:Aformofmarketcoverageinwhichaproductisdistributedthroughallavailablewholesalersorretailerswhostockandselltheproductinagivenmarketarea.WidthofdistributionSelectiveDistribution：Asmallnumberofretailoutletsarechosentodistributetheproduct.Selectivedistributioniscommonwithproductssuchascomputers,televisionshouseholdappliances.

WidthofdistributionExclusiveDistribution：Involveslimitingdistributiontoasingleoutlet.Theproductisusuallyhighlypriced,andrequirestheintermediarytoplacemuchdetailinitssell.DistributionRetailingProductlinesRelativepricesRetailorganizationsWholesalingRetailingRetailingiscarriedonbybusinesseswhichsellgoodstothefinalconsumerandmostretilingisdonebyshops.Therearemanydifferenttypesofshopsandretailoutlets.Retailing1.IndependentRetailer/ConvenienceStore

Theseareusuallyownedbysmallbusinesses,oftensoletraders.Sincetheyaresmalltheycannotbuytheirgoodsinbulkandthereforecannotobtainthemcheaply.Consequently,pricesareoftenhigherinsmallshopsthaninlargesupermarkets.Thesmallshopisoftenconvenientlyplaced.Anditisoftenopenformuchlongerhours.Thepatternformostpeopleistodothebulkoftheirshoppinginsupermarketsandobtainsmalleroroverlookeditemsintheshop.RetailingFacingstiffcompetition,smallshopsstillsurviveandtheydosoforthefollowingreason:theyprovideaconvenientservicetheshopisaroundresidentialarea.theyoftenhavemuchmoreconvenienthoursofopening.smallshopsbecausetheyknowtheircustomers,willoftengivecreditandwillputgoods“ontheslate”.Retailing2.Departmental/DepartmentStoresAdepartmentstorehasbeendescribedasanumberofshopsunderoneroof,andinfacteachdepartmentspecializesinaparticularrangeofgoods.thebigadvantagethatadepartmentalstorehasisthatitcanoffertheshoppertheopportunitytodoallhis/hershoppingunderoneroof.andeveninmanycaseshavelunchduringshopping.Departmentalstoresofferavarietyofcreditfacilities,forexlethroughtheuseofaccountcards.Retailing3.SupermarketsandHypermarketsSupermarketsareusuallyinthecontrolofmultiples,althoughitispossibleforanindependentretailertoopenasupermarket.Thedistinguishingfeatureofasupermarketisitssize,notthetypeofownership.Asupermarkethasfloorspaceofatleast186squaremeters.Thehypermarketsareverylargeshopswithover2500squaremetersoffloorspace.HypermarketsstartedinFrance.RetailingThegrowthofsupermarketsinthepasttenyearsorsohasbeenduetoanumberoffactors:1.Theyusuallystockawiderangeofgoodssothatoncein,theshoppercanobtainallrequirements.2.Thegoodsareondisplayandareselectedbythecustomer,thereforeresultinginlesslaborbeingrequiredwithacorrespondingsavingincostsandthereforeprices.Retailing3.Pricesareoftenalsolowbecausegoodscanbeboughtinbulkatadiscount.4.Supermarketsstockonlygoodswithaquickturnover(goodswhichsellwell).Supermarketsconcentrateonstockingtheminimumbutneverrunningout.Thisisadelicatebalanceandrequirestheuseofwellthoughtoutstockkeepingmethods(zerostorage).Thispolicy.However,savescostsandensuresthatthegoodsarealwaysfresh.Retailing4.ShoppingMall

(“摩爾”“銷品貿(mào)”，意為超大型購物中心

)Ashoppingmallisabuildingorsetofbuildingsthatcontainstoresandhaveinterconnectingwalkwaysthatmakeiteasyforpeopletowalkfromstoretostore.Thewalkwaysmayormaynotbeenclosed.IntheUnitedKingdomandAustraliathesearecalledshoppingcentersorshoppingarcades.Shoppingmallisanewlycomplexbusiness-style,updateofhypermarket,whichiscombinationbyshopping,entertainment,diningandtouretc.,

thefeatureisthelargesizeinfloor,virescence,parkinglotswithmorecallings,morestoresandmultipleservices.Retailing5.Off-priceRetailersSellachangingandunstablecollectionofhigher-qualitymerchandise,oftenleftovergoods,overruns,andirregularsobtainedatreducedpricesformmanufacturersorotherretailers.Theybuyatless-than-regularwholesalepricesandchargeconsumerslessthanreatil.

Retailing6.DiscountStoresSellsstandardmerchandiseatlowerpricesbyacceptinglowermarginsandsellinghighervolume.

Retailing7.VoluntaryRetailChainsAnindependentretailercannotobtainthebenefitofbulkbuyingandoftenhastobuysmallquantitiesathighpricesfromthewholesaler.Inordertotrytoreducepricesmanyindependentretailershaveorganizedthemselvesintogroups.Ordersforgoodsareplacedthroughthegroupandhigherdiscountscanbeobtained.Retailing8.MultipleShops(GB)/ChainStores(US)It’smultipleshop.Asthenamesuggests,theseareshopsoperatedbylargecompanieswithnumerousbranches.Therearetwotypesofmultiples:specialtyshopswhichspecialistinthesaleofafairlynarrowrangeofgoods.(專賣店)themultiplevarietychainstorewhichsellsavarietyofgoods.(綜合連鎖商店)

零售商的主要類型：綜合商店專業(yè)商店百貨商店超級市場便利店折扣商店大賣場購物中心郵購商店自動售貨機(jī)網(wǎng)上商店WholesalingRetailersdonotstocklargequantitiesofanyonetypeofgoodsandthismeansthatheobtainsfewofhisgoodsdirectfromthemanufacturer.Thewholesaleroccupiesaplacebetweenmanufacturerandretailerandisthereforesometimesknownasa“middleman”.WholesalingRetailerdealswithwholesalersinanumberofdifferentways:Insomecases,heplaceshisorderswithwholesalers’representativeswhovisithisshopfromtimetotime.Forothergoodshewillvisitwholesaler’swarehouses.Selectwhathefeelswillsellwellandthenplaceorders.Wholesalersalwaysaskretailerstodocash-and-carrybusiness.Astheterm“cash-and-carry”suggestshepaysforthegoodsandtakesthemawayonthesameday.WholesalingTypesofwholesalerMerchantwholesalerbuyproductsandresellthem.Functionalwholesalerdonottaketitle,theyexpediteexchangesamongproducersandresellers,compensatedbyfeesand/orcommission.WholesalingThewholesaler’sservicetotheManufacturersandRetailers.Withoutwholesalers,retailershavetoordergoodsfromlargenumbersofmanufacturersandthiswouldsurelybeverytime-consumingbothfortheretailersandthemanufacturer.Bychannelingordersthroughawholesalertheretailerneedstocontactonlyonesourceformostofhisgoods.WholesalingFollowingfigureshowsthereductioninthenumberofcontactswhichresultsfromthepresenceofawholesaler.MMRRRRMMWRRRRWholesalingAdvantagesofwholesaler’spresentation:1.Bysellingalotofgoodstoonesourcethemanufacturecansave:transportcostadministrationcostssimplifypaperwork.(Eachorderinvolvepaperworkandthisofcoursewillbesavediffewerordersarenecessary)Wholesaling2.Aspointedoutearlier,thewholesalerstoreshisgoodsinwarehouses.Thereareexpensiveintermsofrentandlaborandthesecostsaresavedbythemanufacturer.3.Thewholesalercantakesomeoftherisksfromthemanufacturer.Goodsaresometimesproducedwhichgoquicklyoutoffashion.Oftenitisthewholesalerwhotakesthisrisk,sometimesbeingleftwithstockwhichhasgoneoutofdemand.Wholesaling4.Wholesalersalsohelpmanufacturersandretailerswithcashproblems.Manufacturersoftenwanttheirmoneyquicklyback,sothattheycanbuymaterialsfornewbatchesofgoods.Iftheysolddirectlytosmallretailerstheymighthavetowaitbecausethesmallretailersoftenrequiressomecreditperhapsonemonth.Wholesalersmayassistmanufacturersbypayingquicklyforlargesuppliesbutthengivingcredittoretailersasshowninthefollowingfigure.Wholesaling

goodsimmediatepaymentpaymentbycreditgoodsManufacturerWholesalerRetailersRetailersRetailersWholesaling5.Thewholesalercanbuygoodsfrommanufacturersthroughouttheyeareventhoughtdemandis“seasonal”.Forexl