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Slide 13-2 MANAGING MARKETING CHANNELS AND SUPPLY CHAINS Lecture 10_Place
Содержание
- 1. Slide 13-2 MANAGING MARKETING CHANNELS AND SUPPLY CHAINS Lecture 10_Place
- 2. Slide 13-5LECTURE QUESTIONS:What is marketing channel of
- 3. Slide 13-6LECTURE QUESTIONSFactors considered by marketing executives
- 4. Slide 13-7LECTURE QUESTIONSExplain how managers trade off
- 5. NATURE AND IMPORTANCE OF MARKETING CHANNELSSlide 13-9 Marketing ChannelWhat Is a Marketing Channel of Distribution?
- 6. Slide 13-71A marketing channel consists of individuals
- 7. Slide 13-10Terms used for marketing intermediaries
- 8. NATURE AND IMPORTANCE OF MARKETING CHANNELSSlide 13-11Value
- 9. Slide 13-12 Marketing channel functions performed by intermediaries
- 10. Slide 13-13 1. What is meant by
- 11. Slide 13-14 2. What are the three
- 12. CHANNEL STRUCTURE AND ORGANIZATIONSlide 13-15 Direct ChannelMarketing Channels for Consumer Goods and Services Indirect Channel
- 13. Slide 13-16 Structure of marketing channels
- 14. Slide 13-17 Common marketing channels for consumer goods and services
- 15. CHANNEL STRUCTURE AND ORGANIZATIONSlide 13-18 Industrial DistributorMarketing Channels for Business Goods and Services Agent
- 16. Slide 13-19Common marketing channels for business goods and services
- 17. CHANNEL STRUCTURE AND ORGANIZATIONSlide 13-20Electronic Marketing Channels Dual Distribution Strategic Channel AlliancesMultiple Channels and Strategic Alliances
- 18. Slide 13-72Dual distribution is an arrangement whereby
- 19. Slide 13-21 Representative electronic marketing channels
- 20. CHANNEL STRUCTURE AND ORGANIZATIONSlide 13-23Vertical Marketing Systems
- 21. Slide 13-73Vertical marketing systems are professionally managed
- 22. Slide 13-24 Types of vertical marketing systems
- 23. CHANNEL STRUCTURE AND ORGANIZATIONSlide 13-26Vertical Marketing Systems
- 24. CHANNEL STRUCTURE AND ORGANIZATIONSlide 13-28Vertical Marketing Systems
- 25. Slide 13-74Franchising is a contractual arrangement between
- 26. CHANNEL STRUCTURE AND ORGANIZATIONSlide 13-29Vertical Marketing Systems Administered SystemsAdministered Vertical Marketing Systems
- 27. Slide 13-30 1. What is the difference
- 28. Slide 13-31 2. What is the major
- 29. CHANNEL CHOICE AND MANAGEMENTSlide 13-32Factors in Choosing a Marketing Channel Target Market CoverageIntensive DistributionExclusive DistributionSelective Distribution
- 30. Slide 13-75Intensive distribution means that a firm
- 31. Slide 13-76Exclusive distribution is the extreme opposite
- 32. Slide 13-77Selective distribution lies between the two
- 33. CHANNEL CHOICE AND MANAGEMENTSlide 13-33Factors in Choosing a Marketing Channel Satisfying Buyer Requirements Profitability
- 34. CHANNEL CHOICE AND MANAGEMENTSlide 13-37Channel Relationships: Conflict and Cooperation Conflict in Marketing ChannelsChannel ConflictVertical ConflictDisintermediationHorizontal Conflict
- 35. Slide 13-78Channel conflict arises when one channel
- 36. Slide 13-79Disintermediation is a form of vertical
- 37. CHANNEL CHOICE AND MANAGEMENTSlide 13-38Channel Relationships: Conflict and Cooperation Cooperation in Marketing ChannelsChannel Captain
- 38. Slide 13-39 1. What are the three degrees of distribution intensity?A: intensive, exclusive, and selective.Concept Check
- 39. Slide 13-40 2. What are the three
- 40. LOGISTICS AND SUPPLY CHAIN MANAGEMENTSlide 13-41Logistics Logistics ManagementFlowCost EffectiveCustomer Requirements
- 41. Slide 13-80Logistics involves those activities that focus
- 42. Slide 13-42Definition of logistics
- 43. LOGISTICS AND SUPPLY CHAIN MANAGEMENTSlide 13-44 Supply
- 44. Slide 13-81A supply chain is a series
- 45. Slide 13-45 Definition of a supply chain
- 46. Slide 13-46 Relating marketing channels, logistics management, and supply chain management
- 47. Slide 13-47 The automotive supply chain
- 48. LOGISTICS AND SUPPLY CHAIN MANAGEMENTSlide 13-48Aligning a
- 49. LOGISTICS AND SUPPLY CHAIN MANAGEMENTSlide 13-49Supply Chain
- 50. Slide 13-50 1. What is the principal
- 51. Slide 13-51 2. The choice of a
- 52. TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A
- 53. Slide 13-84Vendor-managed inventory (VMI) is a customer
- 54. Slide 13-53Supply chain managers balance total logistics cost factors against customer service factors
- 55. Slide 13-54 1. What is the logistics
- 56. Slide 13-55 2. A manager’s key task
- 57. Slide 13-82Total logistics cost includes expenses associated
- 58. Slide 13-83Customer service is the ability of
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Slide 13-5LECTURE QUESTIONS:What is marketing channel of distribution and why intermediaries are needed.Differences between marketing channels for consumer and business products and services, and between different types of vertical marketing systems.
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Слайды и текст этой презентации
Слайд 1Slide 13-2
MANAGING MARKETING CHANNELS AND SUPPLY CHAINS
Lecture 10_Place (Channels of
distribution)
Слайд 2Slide 13-5
LECTURE QUESTIONS:
What is marketing channel of distribution and why
intermediaries are needed.
Differences between marketing channels for consumer and business
products and services, and between different types of vertical marketing systems.
Слайд 3Slide 13-6
LECTURE QUESTIONS
Factors considered by marketing executives when selecting and
managing a marketing channel.
Explain what supply chain and logistics management
are and how they relate to marketing strategy.
Слайд 4Slide 13-7
LECTURE QUESTIONS
Explain how managers trade off different “logistics costs”
relative to customer service in order to make a supply
chain decision.
Слайд 5NATURE AND IMPORTANCE OF MARKETING CHANNELS
Slide 13-9
Marketing Channel
What Is
a Marketing Channel
of Distribution?
Слайд 6Slide 13-71
A marketing channel consists of individuals and firms involved
in
the process of making a product or service available.
Marketing Channel
Слайд 8NATURE AND IMPORTANCE OF MARKETING CHANNELS
Slide 13-11
Value Created by Intermediaries
Functions Performed by Intermediaries
Consumer Benefits from Intermediaries
Слайд 10Slide 13-13
1. What is meant by a marketing channel?
A:
A marketing channel consists of individuals and firms involved in
the process of making a product or service available.Concept Check
Слайд 11Slide 13-14
2. What are the three basic functions performed
by intermediaries?
A: Intermediaries perform transactional, logistical, and facilitating functions.
Concept Check
Слайд 12CHANNEL STRUCTURE
AND ORGANIZATION
Slide 13-15
Direct Channel
Marketing Channels for Consumer Goods
and Services
Indirect Channel
Слайд 15CHANNEL STRUCTURE
AND ORGANIZATION
Slide 13-18
Industrial Distributor
Marketing Channels for Business Goods
and Services
Agent
Слайд 17CHANNEL STRUCTURE
AND ORGANIZATION
Slide 13-20
Electronic Marketing Channels
Dual Distribution
Strategic Channel
Alliances
Multiple Channels and Strategic Alliances
Слайд 18Slide 13-72
Dual distribution is an arrangement whereby a firm reaches
different buyers by employing two or more different types of
channels for the same basic product.Dual Distribution
Слайд 20CHANNEL STRUCTURE
AND ORGANIZATION
Slide 13-23
Vertical Marketing Systems
Corporate Systems
Corporate Vertical
Marketing System
Forward Integration
Backward Integration
Слайд 21Slide 13-73
Vertical marketing systems are professionally managed and
centrally coordinated marketing
channels designed to achieve
channel economies and maximum marketing impact.
Vertical Marketing
Systems
Слайд 23CHANNEL STRUCTURE
AND ORGANIZATION
Slide 13-26
Vertical Marketing Systems
Contractual Systems
Contractual Vertical
Marketing System
Wholesaler-Sponsored Voluntary Chains
Retailer-Sponsored Cooperatives
Слайд 24CHANNEL STRUCTURE
AND ORGANIZATION
Slide 13-28
Vertical Marketing Systems
Contractual Systems: Franchising
Manufacturer-Sponsored
Retail Franchise
Systems
Service-Sponsored Retail Franchise Systems
Service-Sponsored Franchise Systems
Manufacturer-Sponsored
Wholesale Franchise Systems
Слайд 25Slide 13-74
Franchising is a contractual arrangement between a parent company
(a franchiser) and an individual or firm (a franchisee) that allows
the franchise to operate a certain type of business under an established name and according to specific rules.Franchising
Слайд 26CHANNEL STRUCTURE
AND ORGANIZATION
Slide 13-29
Vertical Marketing Systems
Administered Systems
Administered Vertical Marketing
Systems
Слайд 27Slide 13-30
1. What is the difference between a direct
and indirect channel?
A: A direct channel is one in which
a producer of consumer or business goods and services and ultimate consumers or industrial users deal directly with each other whereas an indirect channel has intermediaries that are inserted between the producer and consumers or industrial users and who perform numerous channel functions.Concept Check
Слайд 28Slide 13-31
2. What is the major distinction between a
corporate vertical marketing system and an administered vertical marketing system?
A:
A corporate vertical marketing system combines the successive stages of production and distribution under a single ownership, whereas a administered vertical marketing system achieves the same thing by the size and influence of one channel member rather than through ownership.Concept Check
Слайд 29CHANNEL CHOICE
AND MANAGEMENT
Slide 13-32
Factors in Choosing a
Marketing Channel
Target Market
Coverage
Intensive Distribution
Exclusive Distribution
Selective Distribution
Слайд 30Slide 13-75
Intensive distribution means that
a firm tries to place its
products
and services in as many outlets
as possible.
Intensive Distribution
Слайд 31Slide 13-76
Exclusive distribution is the extreme opposite of intensive distribution
because only one retail outlet in a specified geographical area
carries the firm’s products.Exclusive Distribution
Слайд 32Slide 13-77
Selective distribution lies between
the two extremes of intensive and
exclusive distribution and means that a firm selects a few retail
outlets in a specified geographical area to carry its products.Selective Distribution
Слайд 33CHANNEL CHOICE
AND MANAGEMENT
Slide 13-33
Factors in Choosing a
Marketing Channel
Satisfying Buyer
Requirements
Profitability
Слайд 34CHANNEL CHOICE
AND MANAGEMENT
Slide 13-37
Channel Relationships:
Conflict and Cooperation
Conflict in Marketing
Channels
Channel Conflict
Vertical Conflict
Disintermediation
Horizontal Conflict
Слайд 35Slide 13-78
Channel conflict arises when one channel member believes another
channel member is engaged in behavior that prevents it from
achieving its goals.Channel Conflict
Слайд 36Slide 13-79
Disintermediation is a form of
vertical channel conflict that arises
when a channel member bypasses another member and sells or
buys products direct from a channel member in a different level in the marketing channel.Disintermediation
Слайд 37CHANNEL CHOICE
AND MANAGEMENT
Slide 13-38
Channel Relationships:
Conflict and Cooperation
Cooperation in Marketing
Channels
Channel Captain
Слайд 38Slide 13-39
1. What are the three degrees of distribution
intensity?
A: intensive, exclusive, and selective.
Concept Check
Слайд 39Slide 13-40
2. What are the three questions marketing executives
consider when choosing a marketing channel and intermediaries?
A: Which channel
and intermediaries will:
(1) provide the best coverage of the target market? (2) best satisfy the buying requirements of the target market? and
(3) be the most profitable?Concept Check
Слайд 40LOGISTICS AND
SUPPLY CHAIN MANAGEMENT
Slide 13-41
Logistics
Logistics Management
Flow
Cost Effective
Customer Requirements
Слайд 41Slide 13-80
Logistics involves those activities
that focus on getting the right
amount of the right products to the right place at
the right time at the lowest possible cost.Logistics
Слайд 43LOGISTICS AND
SUPPLY CHAIN MANAGEMENT
Slide 13-44
Supply Chain
Supply Chains vs. Marketing
Channels
Supply Chain Management
Sourcing, Assembling, and Delivering a New Car:
The Automotive Supply Chain
Слайд 44Slide 13-81
A supply chain is a series of firms that
perform activities required to create and deliver a good or
service to consumers or industrial users.Supply Chain
Слайд 48LOGISTICS AND
SUPPLY CHAIN MANAGEMENT
Slide 13-48
Aligning a Supply Chain with
Marketing Strategy
Supply
Chain Management and Marketing Strategy
Understand the Customer
Understand the Supply Chain
Harmonize
the Supply Chain with
the Marketing Strategy
Слайд 49LOGISTICS AND
SUPPLY CHAIN MANAGEMENT
Slide 13-49
Supply Chain Management and Marketing Strategy
Dell
Computer:
A Responsive
Supply Chain
Cross-Docking
Wal-Mart:
An Efficient
Supply Chain
Слайд 50Slide 13-50
1. What is the principal difference between a
marketing channel and a supply chain?
A: A supply chain also
includes suppliers who provide raw materials to a manufacturer as well as the wholesalers and retailers—the marketing channel—who deliver the finished goods to ultimate consumers.Concept Check
Слайд 51Slide 13-51
2. The choice of a supply chain involves
what three steps?
A: (1) Understand the customer.
(2) Understand the
supply chain.
(3) Harmonize the supply chain with
the marketing strategy.Concept Check
Слайд 52TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN
Slide 13-52
Total
Logistics Cost Concept
Time
Customer Service Concept
Dependability
Order Cycle or Replenishment
Quick
or Efficient Consumer Response Communication
Convenience
Vendor-Managed
Inventory (VMI)
Слайд 53Slide 13-84
Vendor-managed inventory (VMI)
is a customer service factor
whereby the supplier
determines the product amount and assortment a customer (such as a retailer)
needs and automatically delivers the appropriate items.Vendor-Managed Inventory (VMI)
Слайд 54Slide 13-53
Supply chain managers balance total logistics cost factors against
customer service factors
Слайд 55Slide 13-54
1. What is the logistics management objective in
a supply chain?
A: To minimize total logistics costs while delivering
the appropriate level of customer service.Concept Check
Слайд 56Slide 13-55
2. A manager’s key task is to balance
which four customer service factors against which five logistics cost
factors?A: Customer service factors: time, dependability, communication, and convenience. Logistics cost factors: transportation costs, materials handling and warehousing costs, order processing costs, stockout costs, and inventory costs.
Concept Check
Слайд 57Slide 13-82
Total logistics cost includes expenses associated with transportation, materials
handling and warehousing, inventory, stockouts (being out of inventory) order
processing, and return goods handling.Total Logistics Cost
Слайд 58Slide 13-83
Customer service is the ability of logistics management to
satisfy users in terms of time, dependability, communication, and convenience.
Customer
Service
