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MindMap Gallery Distribution strategy
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Distribution strategy
The mind map of distribution strategy organizes the functions and types of distribution channels, distribution channel strategies, wholesalers and retailers. If you are interested, you can take a look.
Edited at 2023-04-18 10:57:25
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- Outline
Distribution strategy
Functions and types of distribution channels
The meaning and functions of distribution channels
marketing channels
Refers to all enterprises and individuals that cooperate to produce, distribute and consume the products or services of a certain producer
Distribution channel
Refers to an interdependent organization that enables a certain product or service to be smoothly transferred to consumers through the market exchange process.
Function
Research, promotion, contact, negotiation, ordering, coordination, logistics, financing, risk assumption, payment, title transfer, service
Distribution channels
levels of distribution
width of distribution channel
Refers to the number of middlemen of the same type at each level of the channel.
intensive distribution
Refers to manufacturers marketing their products through as many responsible and appropriate wholesalers and retailers as possible
Choose distribution
Applies to all products
Refers to the fact that a manufacturer only sells its products through a few carefully selected and most suitable middlemen in a certain area.
exclusive distribution
It means that the manufacturer only chooses one middleman to sell products in a certain area.
distribution channel strategy
Factors affecting distribution channel design
customer characteristics
Product Features
Middleman characteristics
competitive characteristics
Enterprise characteristics
Overall scale, financial strength, product portfolio, channel experience, marketing policy
Environmental characteristics
Distribution channel design
Analyze the level of service output required by customers
Batch size, wait time, convenient space, complete product range
Determine channel goals and constraints
Identify various channel alternatives
economical criteria
the most important
control standards
adaptability criteria
Evaluate various possible channel alternatives
Distribution channel management
Select channel members
Motivate channel members
Producers use certain rights to win the cooperation of middlemen
Coercive power, reward power, legal power, expertise power, charisma power
Regularly evaluate channel members
Contractual constraints and sales quotas
Measuring intermediary performance
① Compare the sales performance of each intermediary with the performance of the previous period, and use the increase or decrease percentage of the entire group as the standard ② Compare the performance of each intermediary with the quota established in the region based on sales potential analysis
Channel improvement arrangements
The phenomenon of cross-selling goods and its rectification
definition
Refers to a situation in which a dealer disregards the distribution agreement and the long-term interests of the manufacturer and sells products at reduced prices across regions.
reason
The market is saturated in some areas
Advertising is too powerful and channel construction has not kept up.
Enterprises are insufficient in funds, manpower, etc., resulting in unbalanced channel development among different regions
Enterprises provide different preferential policies to channels, and dealers take advantage of regional price differences to sell goods.
rectify
Contracts between salesmen within the company and the company, and between customers and the company, to prevent falsification of goods and prices.
Regional differentiation of outer packaging
Unified registration of delivery vehicles and unified issuance of controlled waybills
Establish a scientific internal divisional business management system
Determine the area, determine the people, determine the customers, determine the price, determine the share ratio, determine the incentives, and determine the supervision
New developments in channel strategy
Channel "direct sales"
It is the manufacturer or distributor that bypasses some intermediate links and supplies directly to the retail terminal, rather than selling directly to the final consumer.
vertical channel network
Transform manufacturers from loose interest relationships to close strategic partnership relationships, from parallel relationships to vertical and interest integration relationships, from simple disordered radial distribution to true network distribution, from simple contractual relationships to Managerial, cooperative, corporate relationships
Very compact
Both manufacturers invest in each other to form a sales company or marketing distribution center to directly supply to retail terminals.
More compact
Appropriately hold the shares of both parties in the form of exclusive agency and exclusive distribution
managerial
A marketing distribution center jointly established and managed by both parties. Personnel from both parties participate in the management and strengthen cooperation through management contracts.
loose alliance
The enterprise organizes an "alliance meeting" and selects "channel leaders" to manage it
Loosely tied type
Manufacturers and first-level dealers form a clear interest-binding relationship and jointly manage second-level wholesalers and terminal retailers.
horizontal channel system
A channel system in which two or more companies jointly explore new marketing opportunities
multi-channel system
Adopt a multi-channel distribution system for the same or different market segments
Internet-based distribution channels
Use the Internet to provide products or services, and use computers or other technical means to target customers to conduct and complete transactions through electronic means.
Wholesalers and Retailers
Wholesale and stockists
Wholesale refers to any activity that sells products or services to organizations or individuals who purchase them for resale or commercial use.
Wholesalers refer to companies that are primarily engaged in wholesale business
Distribution wholesaler
Refers to a commercial enterprise that purchases its own products, obtains ownership of the products, and then sells them wholesale.
Full service wholesaler
limited service wholesaler
Cash and Carry Wholesaler
Underwriting wholesaler
truck wholesaler
Consignment wholesaler
mail order wholesaler
farmers cooperative
Brokers and agents
broker
The main function is to connect buyers and sellers, assist in negotiations, and collect fees from the employer after the sale is concluded.
agent
Manufacturer's representative
sales agent
Purchasing agent
commission merchant
Manufacturers' and retailers' branches and sales offices
Sales branches and sales offices
purchasing office
Retail and retailers
Retailing refers to all activities that sell products or services directly to final consumers for personal and non-commercial use
Retailers refer to those commercial enterprises whose sales mainly come from retail sales
There are retail stores
convenience store
supermarket
discount store
warehouse store
department store
shopping center
Professional store
brand store
Collection store
unattended store
Retail without store
online retail
TV/Radio Retail
Mail retail
Unmanned vending equipment retail
direct selling
Telephone retail
Mobile stall retail