marketing channel management 常永胜 tel: 13711450658 e-mail: changys@mail.gdufs.edu.cn

Marketing Channel Management 常永胜

Tel: 13711450658

E-mail: changys@mail.gdufs.edu.cn

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)

Introduction

1.The background of Marketing channel research

2. Channel’s position in MANAGEMENT and MARKETING

3. An analytic framework for marketing channel

Study structureStudy structureStudy structureStudy structure

Ⅰ.basis section

Ⅱ.design section

Ⅲ.management section

Ⅳ.performance section

Ⅴ.extension section

Ⅰ.basis section

chapter1 channel function and

management

Chapter2 channel structure

Chapter3 channel participant

Ⅱ. Design section

chapter4 principle and process of channel d

esign

chapter5 structure design and evaluation

chapter6 selection of channel participants

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

Ⅳ. Performance section

chapter11 channel relationship management

chapter12 channel situation and performance evaluation

Ⅴ.extension sectionchapter13 service marketing channel management

chapter14 international marketing channel management

chapter15 electronic marketing channel management

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

一、 What is a marketing Channel ？ Your understanding ？ Thinking: how to do? Mini-case 新燕藤器厂

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.

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

Thinking:

Distribution channels and marketing channels

Distribution and circulation Business Flow and Logistics Distribution and sales

二、 Channel’s functions and flows

1 、 Research2 、 Seek 3 、 classification 4 、 Promotions 5 、 negotiation6 、 logistics 7 、 Finance 8 、 risk

Various flows are performance of functions. These flows unify all types of organizations, constituting the channel, together.

These flows are:

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

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.

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.

2, characteristics

First of all, marketing channel management is inter-organizational management.

Secondly, marketing channel management has a cross-organizational target system.

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.

3, content

Channel structureChannel structure

Channel behaviorChannel behavior

Channel efficiencyChannel efficiency

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

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.

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 ?

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