Dealer Management

In wholesales and retails, one word has been talked about many times-dealer, also there are other titles which to be used by people: middleman, broker or agent. Whatever the word is, it provides us with similar a meaning, for their role in the marketplace. The thesis aim to clarify the title in its real sense in the real world rather than give it an academic explanation. Dealers play an important role in the marketing channel and influence the marketing strategies of companies and they improve the process of the goods distribution from manufacturers to consumers. Although the dealers discussed in the paper cannot be compared with those international giants in retails and wholesales, it represents the main stream in Chinese market in goods distribution which focuses on medium-sized and small cities. In fact, even in some central cities, this kind of companies are very useful parts of marketing channel.In this thesis, I want to analyze the goods distribution and management of channel based on the process of a big international company entering Chinese market, and the methods through which it takes to develop the market.The whole thesis includes four parts. The preface introduces the definition and function of channel and dealer. First part deals with the background of the Warner-Lambert Company, one of the research objects. This part includes the basic circumstances of the company and its marketing strategies to explore Chinese market. Its main rival Gillette Company has also been discussed in this part.Second part is the primary part of the thesis. The study tries to analyze the relationship between manufacturers and dealers on the basis ofmarketing theory. Firstly, this part expatiates the definitions and functions of channel and dealer. Secondly, the discussion turns to the connections between the Warner-Lambert Company and his dealer in Chengdu city and problems arisen. Thirdly, the thesis makes an analysis of the methods, which the Warner-Lambert Company takes to solve the problems and draw some useful conclusions. In this part, just a few aspects of the problems to be investigated, for everyone has his own view about this point. If the research provides the marketing practices with some help, it will reach the purpose the dissertation aims for.The last part brings about the new thoughts of the marketing channel in the modern world. Today, changes are rapid in every passed minute and anyone who cannot keep up with the pace of development will definitely be washed out.