1. UNIT 9 DISTRIBUTION Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

2. AFTER LEARNING THIS UNIT YOU SHOULD BE ABLE TO:
1. Explain what distribution is.
2. Describe how the products can be delivered to customers.
3. Understand the functions of intermediaries.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

3. I. Warm-up Qs
You’re drinking a tin of Coca-Cola. Can you describe the route that this tin may be delivered through from the manufacturer to your hand?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

4. What is distribution?
Distribution ,also called “Place” in the marketing mix, is getting the right product to the right customer at the right time.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

5. Distribution Channel
Channel means the route a product takes to reach its final consumer.
Distribution channel is also called marketing channel.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

6. Four Routes Product Consumer Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

7. Four Routes 1 Manufacturer Consumer 2 Consumer Manufacturer
Agent/broker 3
Consumer
Manufacturer
Retailer 4
Wholesaler
Retailer
Consumer
Manufacturer
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

8. Route is called the direct channel.
The other are called the indirect channel. 1 2 3 4
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

9. Direct channels include
Selling through the phone (telemarketing)
Selling through mails
Selling through catalogs
Selling through on-line shops
Selling through the television
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

10. When you choose the direct channel
you sell your products or services directly to the final users without involving any wholesaler, retailer, broker or agent.
You don’t use intermediaries.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

11. Intermediaries include
Wholesaler
Retailer
Agents
Brokers
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

12. The most prominent difference separating intermediaries is----
whether they take the title (对物品的所有权）to the product .
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

13. agents wholesalers brokers Who take the title and who do not ? yes no
retailers
wholesalers no
agents
brokers
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun
(2)–13

14. The Function of Intermediaries
Transactional
Facilitating
Logistical
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

15. Distribution Coverage
To make the decision of distribution coverage is to decide where to sell your products.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

16. If you choose to sell your products in every possible outlets, you are using mass coverage.
If you choose to sell your products in just some outlets, you are using selective coverage.
If you choose to sell your products in just one to two outlets in an area, you are using exclusive coverage.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

17. Discussion ? What kinds of goods are suitable for ? ? Mass coverage
Selective
coverage ?
Exclusive
coverage ?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

18. In most of the situations
Channel members = intermediaries =middlemen= resellers
But we don’t call agents or brokers resellers.
Distributors are wholesalers. Normally we use distributors in the business market.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun