Marketing Channel Strategy
tải về 5.39 Mb. Chế độ xem pdf
|
- Điều hướng trang này:
- Manufacturer-Owned Full-Service Wholesaler Distributor.
- Company Store/Manufacturer Outlets.
- Consignment/Locker Stock.
- Dealer Direct.
- Buying Club.
| Manufacturer Direct.
Product shipped and serviced from manufacturer’s warehouse. Sold by company sales force or agents. The wide variety of products appeals to customers with few service needs and large orders. Many manufacturer- direct companies also sell through wholesaler-distributors. Examples: Hewlett-Packard, IBM, and General Electric sell to their largest customers using a direct sales force. 2. Manufacturer-Owned Full-Service Wholesaler Distributor. An acquired wholesale distribution company serving the parent’s and other manufactur- ers’ markets. Typically, diverse product lines in an industry support synergies between a company’s manufacturing and distribution operations. Because of customer demand, some companies also distribute other manufacturers’ products. The OmnI-ChAnnel eCOsysTem 25 Examples: Revlon, Levi-Strauss, Kraft Foodservice, GESCO, clothing and apparel products. 3. Company Store/Manufacturer Outlets. Retail product outlets in high-density markets; often used to liquidate seconds or excess inventory of branded consumer products. Examples: Outlet malls, hostess bakery outlets. 4. License. Contracting distribution and marketing functions through licensing agreements, which usually grant exclusivity for some period of time. Often used for products in the development stage of their lifecycle. Examples: Mattel, Walt Disney, importers. 5. Consignment/Locker Stock. Manufacturer ships the product to the point of consumption, but title does not pass until consumed. Risk of obsolescence and ownership remains with manufacturer. Focus on high-price/high-margin and emergency items. Examples: Diamonds, fine art galleries, machine repair parts. 6. Broker. Specialized sales force contracted by manufacturer that also carries comparable product lines and focuses on a narrow customer segment; product is shipped through another format, such as the preceding options. Typically used by small manufacturers attempting to attain broad coverage. Examples: Schwan’s frozen foods, paper goods, lumber, newer product lines. Retailer-Based Channel Formats 1. Franchise. Product and merchandising concept is packaged and formatted. Territory rights are sold to franchisees. Various distribution and other services are provided by contract to franchisees for a fee. Examples: KFC, McDonald’s. 2. Dealer Direct. Franchised retailers carry a limited number of product lines supplied by a limited number of vendors. Often these big-ticket items need substantial after-sales service support. Examples: Heavy equipment dealers, auto dealers. 3. Buying Club. Buying services requiring membership. Good opportunity for vendors to penetrate certain niche markets or experiment with product varia- tions. They also provide buyers with a variety of consumer services; today, they are largely consumer-oriented. Examples: Compact disc/tape clubs, book clubs. 4. tải về 5.39 Mb. Chia sẻ với bạn bè của bạn:
|