tailieunhanh - Lecture Marketing channel strategy: Chapter 7 - TS. Đinh Tiến Minh

Learning objectives: Distinguish between three broad categories of institutions that constitute the wholesaling sector, define how an independent wholesaler-distributor adds value and explain why this sector is growing, detail the mechanisms by which channel members join federations or alliances that offer exceptional services while cutting costs and other contents. | 3/5/2018 Chapter 7: Wholesaling Structures and Strategies DINH Tien Minh LEARNING OBJECTIVES Distinguish between three broad categories of institutions that constitute the wholesaling sector. Define how an independent wholesaler-distributor adds value and explain why this sector is growing. Detail the mechanisms by which channel members join federations or alliances that offer exceptional services while cutting costs. Identify the major distinctions between a wholesaler voluntary group and a dealer cooperative, and relate this distinction to the value they provide members. Describe how wholesaling is being altered by electronic commerce. Compare sales agents with wholesaler-distributors in the ways that matter to a manufacturer. WHOLESALING STRUCTURES Wholesaling (wholesale trade, wholesale distribution) refers to business establishments sell products primarily to other businesses: retailers, merchants, contractors, industrial users, institutional users, and commercial users. Wholesale businesses sell physical inputs and products to other businesses. 1 3/5/2018 Wholesaler-Distributors Wholesaler-distributors are independently owned and operated firms that buy and sell products over which they claim ownership. Master Distributors Multiple Manufactures Master Distributor Wholesalers 1,250 (4,000 branches) Electrical Contractors Other Supply Chain Participants Agents, brokers, and commission agents buy or sell products and earn commissions or fees, without ever taking ownership of the products they represent. 2 3/5/2018 WHOLESALING STRATEGIES An Historical Perspective on Wholesaling Strategy Doing the job correctly (no errors). Doing the job effectively (maximum service). Doing the job efficiently (low costs). Wholesaling Value-Added Strategies Wholesalers add value by creating an efficient infrastructure to exploit economies of scope and scale. Wholesalers provide time and place utility Wholesalers .

• Marketing - Bán hàng
• Lecture Marketing channel strategy
• Marketing channel strategy
• Quản trị kênh phân phối
• Kênh phân phối
• Wholesaling structures
• Make or buy channel analysis
• Channel analysis
• Designing channel structures
• Designing channel strategies
• Define a marketing channel
• Marketing channels
• Auditing marketing channels
• Retailing structures
• Retail positioning strategy
• Segmenting and targeting
• End User analysis
• Service outputs
• Giới thiệu môn học
• Đề cương môn học
• Basic Marketing
• Lecture Basic Marketing
• Marketing strategy
• Strategic market planning
• Price setting
• Channel pricing