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CHAPTER 7
MARKETING CHANNELS&
SUPPLY CHAIN MANAGEMNET
Explain what a marketing channel is and why
intermediaries are needed
MARKETING CHANNELS
MARKETING CHANNELS
MarketingChannel
MarketingChannel
A set of interdependent organizations that ease the
transfer of ownership as products move from
producer to business user or consumer.
MARKETING CHANNELS
Supply ChainSupply ChainThe connected chain of all the business entities, both internal and external to the company, that perform or
support the logistics function.
MARKETING CHANNEL FUNCTIONS
Specialization and division of laborSpecialization and division of labor
Overcoming discrepanciesOvercoming discrepancies
Providing contact efficiencyProviding contact efficiency
Creates greater efficiency
Provides lower costs
Achieves economies of scale
Aids producers who lack resources to market directly
Builds good relationships with customers
SPECIALIZATION AND DIVISION OF LABOR
OVERCOMING DISCREPANCIES
Discrepancyof
Quantity
Discrepancyof
Quantity
Discrepancyof
Assortment
Discrepancyof
Assortment
The difference between the amount of product produced and the amount an end user
wants to buy.
The difference between the amount of product produced and the amount an end user
wants to buy.
The lack of all the items a customer needs to receive full satisfaction from a product or
products.
The lack of all the items a customer needs to receive full satisfaction from a product or
products.
OVERCOMING DISCREPANCIES
TemporalDiscrepancyTemporal
Discrepancy
SpatialDiscrepancy
SpatialDiscrepancy
A situation that occurs when a product is produced but a
customer is not ready to buy it.
A situation that occurs when a product is produced but a
customer is not ready to buy it.
The difference between the location of a producer and the
location of widely scattered markets.
The difference between the location of a producer and the
location of widely scattered markets.
PROVIDING CONTACT EFFICIENCY
REVIEW LEARNING OUTCOMEMARKETING CHANNELS
Providing Specialization and Division of Labor
Providing Specialization and Division of Labor
OvercomingDiscrepancies
OvercomingDiscrepancies
Providing ContactEfficiency
Providing ContactEfficiency
MarketingChannel
SupplyChain
Define the types of channel intermediaries
and describe their functions and activities
CHANNEL INTERMEDIARIES
RetailerRetailer A channel intermediary that sells mainly to customers.A channel intermediary that sells mainly to customers.
MerchantWholesalerMerchantWholesaler
An institution that buys goods from manufacturers, takes title
to goods, stores them, and resells and ships them.
An institution that buys goods from manufacturers, takes title
to goods, stores them, and resells and ships them.
Agents andBrokersAgents andBrokers
Wholesaling intermediaries who facilitate the sale of a product
by representing channel members.
Wholesaling intermediaries who facilitate the sale of a product
by representing channel members.
CHANNEL INTERMEDIARIES
CHANNEL INTERMEDIARIES
RetailersRetailers
Merchant WholesalersMerchant
Wholesalers
Agents and
Brokers
Agents and
Brokers
Take Title to GoodsTake Title to GoodsTake Title to GoodsTake Title to Goods
Take Title to GoodsTake Title to GoodsTake Title to GoodsTake Title to Goods
Do NOT Take Title to GoodsDo NOT Take Title to GoodsDo NOT Take Title to GoodsDo NOT Take Title to Goods
FACTORS SUGGESTING TYPE OF WHOLESALING INTERMEDIARY TO USE
Product characteristicsProduct characteristics
Buyer considerationsBuyer considerations
Market characteristicsMarket characteristics
FACTORS SUGGESTING TYPE OF WHOLESALING INTERMEDIARY TO USE
Factor Merchant Wholesalers
Agents/Brokers
Nature of product Standard Nonstandard, custom
Technicality of product Complex Simple
Product’s gross margin High Low
Frequency of ordering Frequent Infrequent
Time between order and receipt of shipment
Shorter lead time Longer lead time
Number of customers Many Few
Concentration of customers Dispersed Concentrated
Contacting/Promotion
Negotiating
Risk Taking
Researching
Financing
Physically distributing
Storing
Sorting
FacilitatingFunctions
FacilitatingFunctions
TransactionalFunctions
TransactionalFunctions
Logistical Functions
Logistical Functions
CHANNEL FUNCTIONS PERFORMED BY INTERMEDIARIES
LOGISTICS
LogisticsLogistics
The process of strategically managing the efficient flow
and storage of raw materials, in-process
inventory, and finished goods from point of origin to point of consumption.
REVIEW LEARNING OUTCOMECHANNEL INTERMEDIARIES AND FUNCTIONS
CHANNELINTERMEDIARIES
CHANNELINTERMEDIARIES
Retailers
Wholesalers
Agents and Brokers
Retailers
Wholesalers
Agents and Brokers
CHANNELFUNCTIONSCHANNEL
FUNCTIONS
Transactional
Logistical
Facilitating
Transactional
Logistical
Facilitating
Perform
Describe the channel structures for consumer and business products and discuss alternative channel arrangements
CHANNEL STRUCTURES
CHANNELS FOR CONSUMER PRODUCTS
Direct ChannelDirect Channel A distribution channel in which producers sell
directly to consumers.
Producer Producer Producer Producer
Consumers Consumers Consumers Consumers
Retailers Retailers Retailers
Wholesalers Wholesalers
Agents orBrokers
WholesalerWholesalerChannelChannel
RetailerRetailerChannelChannel
DirectDirectChannelChannel
Agent/BrokerAgent/BrokerChannelChannel
Channels for Consumer Products
Channels for Business Products
Producer
IndustrialUser
DirectDirectChanneChanne
ll
Producer
Govt.Buyer
DirectDirectChanneChanne
ll
Producer Producer Producer
IndustrialUser
IndustrialUser
IndustrialUser
IndustrialDistributor
IndustrialDistributor
Agents orBrokers
Agents orBrokers
Agent/Agent/BrokerBroker
ChannelChannel
IndustrialIndustrialDistributoDistributo
rr
Agent/BrokerAgent/BrokerIndustrialIndustrialChannelChannel
BUSINESS-TO-BUSINESS EXCHANGES ON THE INTERNET
ALTERNATIVE CHANNEL ARRANGEMENTS
Multiple channels
Strategic channel alliances
Nontraditional channels
REVIEW LEARNING OUTCOMECHANNEL STRUCTURES
CONSUMERCHANNELS
CONSUMERCHANNELS
DirectRetailWholesalerAgent/broker
DirectRetailWholesalerAgent/broker
BUSINESSCHANNELSBUSINESSCHANNELS
DirectIndustrialAgent/brokerAgent/brokerindustrial
DirectIndustrialAgent/brokerAgent/brokerindustrial
ALTERNATIVECHANNELS
ALTERNATIVECHANNELS
MultipleNontraditionalStrategicalliances
MultipleNontraditionalStrategicalliances
Define supply chain management
and discuss its benefits
SUPPLY CHAIN MANAGEMENT
SUPPLY CHAIN MANAGEMENT
Supply ChainSupply Chain
A management system that coordinates and integrates
all of the activities performed by supply chain members into a seamless process,
from the source to the point of consumption, resulting in
enhanced customer and economic value.
ROLE OF SUPPLY CHAIN MANAGEMENT
Physical flow process that engineers the movement of goods
Physical flow process that engineers the movement of goods
Communicator of customer demand from point of sale to supplier
Communicator of customer demand from point of sale to supplier
RESPONSIBILITIES OF SUPPLY CHAIN MANAGERS
Channel strategy decisions
Sourcing and procurement of raw materials
Production schedules
Order processing
Inventory management
Finished goods/supplies transportation and storage
Customer service coordination
Supply chain information flow management
Partner relationships
The Supply Chain Process
BENEFITS OF SUPPLY CHAIN MANAGEMENT
Means of differentiationMeans of differentiation
Greater supply chain flexibility Greater supply chain flexibility
Improved customer serviceImproved customer service
Higher revenuesHigher revenues
Reduced costs Reduced costs
REVIEW LEARNING OUTCOMESUPPLY CHAIN MANAGEMENT
Discuss the issues that influence channel strategy
MAKING CHANNEL STRATEGY DECISIONS
CHANNEL STRATEGY DECISIONS
Factors Factors Affecting Affecting Channel Channel ChoiceChoice
Factors Factors Affecting Affecting Channel Channel ChoiceChoice
Producer FactorsProducer Factors
Product FactorsProduct Factors
Market FactorsMarket Factors
Exclusive DistributionExclusive Distribution
Selective DistributionSelective Distribution
Intensive DistributionIntensive Distribution
Level ofLevel ofDistributionDistribution
IntensityIntensity
Level ofLevel ofDistributionDistribution
IntensityIntensity
MARKET FACTORS
Market Market FactorsFactorsThat Affect That Affect ChannelChannelChoicesChoices
Market Market FactorsFactorsThat Affect That Affect ChannelChannelChoicesChoices
Customer profilesCustomer profiles
Consumer or IndustrialCustomer
Consumer or IndustrialCustomer
Size of marketSize of market
Geographic location
PRODUCT FACTORS
Product Product FactorsFactorsThat Affect That Affect ChannelChannelChoicesChoices
Product Product FactorsFactorsThat Affect That Affect ChannelChannelChoicesChoices
Product Complexity Product Complexity
Product StandardizationProduct Standardization
Product Life CycleProduct Life Cycle
Product DelicacyProduct Delicacy
Product PriceProduct Price
PRODUCER FACTORS
Producer Producer FactorsFactorsThat Affect That Affect ChannelChannelChoicesChoices
Producer Producer FactorsFactorsThat Affect That Affect ChannelChannelChoicesChoices
Producer Resources Producer Resources
Number of Product LinesNumber of Product Lines
Desire for Channel ControlDesire for Channel Control
LEVELS OF DISTRIBUTION INTENSITY
IntensiveIntensiveA form of distribution aimed at having a product available in every outlet
A form of distribution aimed at having a product available in every outlet
SelectiveSelectiveA form of distribution achievedby screening dealers to eliminate all but a few in any single area
A form of distribution achievedby screening dealers to eliminate all but a few in any single area
ExclusiveExclusive
A form of distribution that established one or a few dealers within a given area
A form of distribution that established one or a few dealers within a given area
LEVELS OF DISTRIBUTION INTENSITY
IntensiveAchieve mass market
selling. Convenience goods.
Many
Selective
Exclusive
Work with selected intermediaries.
Shopping and some specialty goods.
Work with singleintermediary. Specialty
goods and industrial equipment.
Several
One
Intensity Level
Objective Number of Intermediaries
REVIEW LEARNING OUTCOME ISSUES INFLUENCING CHANNEL STRATEGY
Discuss the issues that influence
channel strategy
MANAGING CHANNEL RELATIONSHIPS
SOCIAL DIMENSIONS OF CHANNELS
ChannelPower
ChannelPower
A channel member’s capacity to control or influence the behavior of other channel members
A channel member’s capacity to control or influence the behavior of other channel members
ChannelControl
ChannelControl
A situation that occurs when one marketing channel member intentionally affects another member’s behavior
A situation that occurs when one marketing channel member intentionally affects another member’s behavior
Channel Leader
Channel Leader
A member of a marketing channel that exercises authority/power over the activities of other members
A member of a marketing channel that exercises authority/power over the activities of other members
CHANNEL POWER, CONTROL, AND LEADERSHIP
CHANNEL CONFLICT AND PARTNERING
ChannelConflict
ChannelConflict
A clash of goals and methods between distribution channel members
A clash of goals and methods between distribution channel members
ChannelPartnering
ChannelPartnering
The joint effort of all channel members to create a supply chain that serves customers and creates a competitive advantage
The joint effort of all channel members to create a supply chain that serves customers and creates a competitive advantage
CHANNEL CONFLICT
Conflicts may occur if channel members:
Have conflicting goals
Fail to fulfill expectations of other channel members
Have ideological differences
Have different perceptions of reality
CHANNEL PARTNERING
Supplier / Manufacturer Relationships
Short-termAdversarial
IndependentPrice important
Long-termCooperativeDependent
Value-added services
Number of Suppliers Many Few
Transaction-Based Partnership-Based
Information Sharing Minimal High
InvestmentRequired Minimal High
REVIEW LEARNING OUTCOMECHANNEL LEADERSHIP, CONFLICT, & PARTNERING
ChannelRelationship
Synergy
ChannelRelationship
Synergy
Channel Conflict
Horizontal Vertical
Channel Power,Control, Leadership
Channel Partnering
Describe the logistical components of the
supply chain
MANAGING LOGISTICAL COMPONENTS
LOGISTICAL COMPONENTS OF THE SUPPLY CHAIN
SupplySupplyChainChainTeamTeam
Sourcing & ProcurementSourcing & Procurement
Production SchedulingProduction Scheduling
Order ProcessingOrder Processing
Inventory ControlInventory Control
Warehouse & Materials HandlingWarehouse & Materials Handling
TransportationTransportationLog
isti
cs In
form
ati
on
Syst
em
Log
isti
cs In
form
ati
on
Syst
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SOURCING AND PROCUREMENT
Plan purchasing strategies
Develop specifications
Select suppliers
Negotiate price and service levels
Reduce costs
The Role of Purchasing:The Role of Purchasing:
PRODUCTION SCHEDULING
Push / Pull Strategy
Traditional Focus
Push
Start of Production
Manufacturing
Inventory-Based
Mass Production
Customer Focus
Pull
Customer-Order Based
Mass Customization
JUST-IN-TIME MANUFACTURING
JITJITA process that redefines and simplifies manufacturing by reducing inventory levels and delivering raw materials just when they are needed on the production line.
Reduces raw material inventories
Shortens lead times
Creates better supplier relationships
Reduces production and storeroom costs
Reduces paperwork
BENEFITS OF JIT
JIT REQUIREMENTS
Receive high-quality parts Receive high-quality parts
Meet supplier delivery commitmentsMeet supplier delivery commitments
Have a crisis management planHave a crisis management plan
ElectronicData
Interchange
ElectronicData
Interchange
ORDER PROCESSING
Information technology that replaces paper documents that accompany business transactions with electronic transmission of the information.
ORDER PROCESSING
InventoryControlSystem
InventoryControlSystem
A method of developing and maintaining an adequate assortment of materials or products to meet a manufacturer’s or a customer’s demand.
MaterialsRequirement
Planning(MRP)
MaterialsRequirement
Planning(MRP)
An inventory control system that manages the replenishment of raw materials, supplies, and components from the supplier to the manufacturer.
An inventory control system that manages the replenishment of raw materials, supplies, and components from the supplier to the manufacturer.
DistributionResourcePlanning
(DRP)
DistributionResourcePlanning
(DRP)
An inventory control system that manages the replenishment of goods from the manufacturer to the final consumer.
An inventory control system that manages the replenishment of goods from the manufacturer to the final consumer.
ORDER PROCESSING
INVENTORY REPLENISHMENT EXAMPLE
MRP
Sleep Right MattressRetail Store
Sleep Right MattressRetail Store
Sleep Right Distribution Center
Sleep Right Distribution Center
ABC MattressWholesaling Company
ABC MattressWholesaling Company
Great MattressCompany
Great MattressCompany
Receive goods into warehouse
Dispatch the goods totemporary storage
Recall, select, or pick the goods for shipment
Identify, sort, and label goods
MATERIALS HANDLING FUNCTIONS
TRANSPORTATION
Airways
Water
Pipelines
Motor Carriers
Railroads
Cost Transit time Reliability Capability Accessibility Traceability
TRANSPORTATION MODE CHOICE
CRITERIA FOR RANKINGMODES OF TRANSPORTATION
Relative CostTransitTime
Reliability
Capability
Accessibility
Traceability
HighestHighest LowestLowest
Air WaterPipeRailTruck
Water Rail Pipe Truck Air
Pipe Truck Rail Air Water
Water
Truck
Rail Truck Air Pipe
Rail Air Water Pipe
Air Truck Rail Water Pipe
Discuss new technology and emerging trends in
supply chain management
TRENDS IN SUPPLY CHAIN MANAGEMENT
TRENDS IN SUPPLY CHAIN MANAGEMENT
Electronic distributionElectronic distribution
Outsourcing of logistics functionsOutsourcing of logistics functions
Advanced computer technologyAdvanced computer technology
ADVANCED COMPUTER TECHNOLOGY
Automatic identification systems Bar coding
Radio frequency technology
Communications technology
Supply chain software systems
Outsourcing BenefitsOutsourcing Benefits
OUTSOURCING LOGISTICS FUNCTIONS
Reduce inventories
Locate stock at fewer plants and distribution centers
Provide same or better levels of service
Discuss channels and distribution decisions
in global markets
CHANNELS AND DISTRIBUTION DECISIONS
FOR GLOBAL MARKETS
CHANNELS AND DISTRIBUTION DECISIONSFOR GLOBAL MARKETS
Global Channel Development
Global Channel Development
Channel structure and type differ
Channel structure and type differ
Gray marketing channelsGray marketing channels
Global SupplyChain Management
Global SupplyChain Management
Awareness of trade legalitiesAwareness of trade legalities
Transportation IssuesTransportation Issues
REVIEW LEARNING OUTCOME
Global Market Channel & Distribution Decisions
Distribute directly or through foreign partners
Different channel structures than indomestic markets
Illegitimate “gray”marketing channels
Legal and infrastructure differences
Identify the special problems and opportunities associated
with distribution in service organizations
CHANNELS AND DISTRIBUTION DECISIONS
FOR SERVICES
Minimizing wait times
Managing service capacity
Improving service delivery
CHANNELS AND DISTRIBUTION DECISIONS
FOR SERVICES
REVIEW LEARNING OUTCOME DISTRIBUTION IN SERVICE
ORGANIZATIONS
THANK YOU…