Weitere ähnliche Inhalte Ähnlich wie Ch[1]. 13 Final (20) Ch[1]. 13 Final1. CHAPTER
MANAGING
MARKETING
CHANNELS AND
SUPPLY CHAINS
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-1
2. AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:
1. Explain what is meant by a marketing
channel of distribution and why
intermediaries are needed.
1. Distinguish among traditional
marketing channels, electronic
marketing channels, and different types
of vertical marketing systems.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-2
3. AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:
1. Describe factors that marketing
executives consider when selecting and
managing a marketing channel.
1. Explain what supply chain and logistics
management are and how they relate to
marketing strategy.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-3
5. NATURE AND IMPORTANCE OF
MARKETING CHANNELS
• What is a Marketing Channel of
Distribution?
Marketing Channel
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-5
6. FIGURE 13-1 Terms used for marketing
intermediaries
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-6
7. NATURE AND IMPORTANCE OF
MARKETING CHANNELS
• Value Created by Intermediaries
Functions Performed by Intermediaries
• Transactional Function
• Logistical Function
• Facilitating Function
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-7
8. FIGURE 13-2 Marketing channel functions
performed by intermediaries
Consumer Benefits from Intermediaries
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9. CHANNEL STRUCTURE AND
ORGANIZATION
• Marketing Channels for Consumer
Goods and Services
Direct Channel
Indirect Channels
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-9
10. FIGURE 13-3 Common marketing channels
for consumer goods and services
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11. CHANNEL STRUCTURE AND
ORGANIZATION
• Marketing Channels for Business Goods
and Services
Industrial Distributor
Agent
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-11
12. FIGURE 13-4 Common marketing channels
for business goods and services
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-12
13. CHANNEL STRUCTURE AND
ORGANIZATION
• Electronic Marketing Channels
• Multiple Channels and Strategic Alliances
Dual Distribution
Strategic Channel Alliances
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-13
14. FIGURE 13-5 Representative consumer
electronic marketing channels
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15. CHANNEL STRUCTURE AND
ORGANIZATION
• Vertical Marketing Systems
Corporate Systems
• Corporate Vertical Marketing System
• Forward Integration
• Backward Integration
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-15
16. FIGURE 13-6 Types of vertical marketing systems
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17. CHANNEL STRUCTURE AND
ORGANIZATION
• Vertical Marketing Systems
Contractual Systems
• Contractual Vertical Marketing System
• Wholesaler-Sponsored Voluntary Chains
• Retailer-Sponsored Cooperatives
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-17
18. CHANNEL STRUCTURE AND
ORGANIZATION
• Vertical Marketing Systems
Contractual Systems
• Franchising
Manufacturer-Sponsored Retail Franchise Systems
Manufacturer-Sponsored Wholesale Systems
Service-Sponsored Retail Franchise Systems
Service-Sponsored Franchise Systems
Administered Systems
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-18
19. Sherwin-Williams and H&R Block
What vertical marketing system does each use?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-19
20. CHANNEL CHOICE AND
MANAGEMENT
• Factors in Choosing a Marketing
Channel
Provide the Best Target Market Coverage
Best Satisfy the Target Market’s
Buying Requirements
Be the Most Profitable
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-20
21. CHANNEL CHOICE AND
MANAGEMENT
• Factors in Choosing a Marketing
Channel
Target Market Coverage
• Intensive Distribution
• Exclusive Distribution
• Selective Distribution
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-21
22. CHANNEL CHOICE AND
MANAGEMENT
• Factors in Choosing a Marketing
Channel
Satisfying Buyer Requirements
• Information • Variety
• Convenience • Pre- or Post-Sale Services
Profitability
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-22
23. Jiffy Lube and PETCO
What buyer requirements are satisfied?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-23
24. CHANNEL CHOICE AND
MANAGEMENT
• Channel Relationships: Conflict and
Cooperation
Conflict in Marketing Channels
• Channel Conflict
• Vertical Conflict
Disintermediation
• Horizontal Conflict
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-24
25. CHANNEL CHOICE AND
MANAGEMENT
• Channel Relationships: Conflict and
Cooperation
Cooperation in Marketing Channels
• Channel Captain
Economic Identification
Expertise Legitimate Right
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-25
26. LOGISTICS AND
SUPPLY CHAIN MANAGEMENT
• Logistics
• Logistics Management
Flow of the Product
Cost-Effective
Customer Service
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-26
27. LOGISTICS AND
SUPPLY CHAIN MANAGEMENT
• Supply Chains versus Marketing
Channels
Supply Chain
Supply Chain Management
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-27
28. FIGURE 13-7 Relating logistics management
and supply chain management to supplier
networks and marketing channels
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-28
29. FIGURE 13-8: Sourcing, Assembling, and
Delivering a New Car: The Automotive
Supply Chain
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30. FIGURE 13-A Paint industry supply chain
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-30
31. LOGISTICS AND
SUPPLY CHAIN MANAGEMENT
• Supply Chain Management and
Marketing Strategy
Aligning a Supply Chain w/ Marketing Strategy
• Understand the Customer
• Understand the Supply Chain
• Harmonize the Supply Chain with the
Marketing Strategy
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-31
32. LOGISTICS AND
SUPPLY CHAIN MANAGEMENT
• Dell: A Responsive Supply Chain
• Wal-Mart: An Efficient Supply Chain
Cross-Docking
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-32
33. TWO CONCEPTS OF LOGISTICS
MANAGEMENT IN A SUPPLY CHAIN
• Total Logistics Cost Concept
• Customer Service Concept
Time
• Order Cycle or Replenishment Time
• Quick Response or Efficient Consumer Response
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-33
34. FIGURE 13-9 Supply chain managers
balance total logistics cost factors against
customer service factors
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35. TWO CONCEPTS OF LOGISTICS
MANAGEMENT IN A SUPPLY CHAIN
• Customer Service Concept
Dependability
Communication
Convenience
• Vendor-Managed Inventory (VMI)
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-35
36. FIGURE 13-B Advantages and disadvantages
of five modes of transportation
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37. GOING ONLINE
FINDING A FRANCHISE
FOR YOU
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38. Going Online
1. Visit the Franchise.com website, and
click on the “Franchise Buyer” link.
Which franchise opportunities fit you?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-38
39. Going Online
2. Visit the International Franchise
Association website, and click on the
“Resource Center” link. Then, click
on the “News” link. What are the
current trends in franchising?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-39
40. SUPPLEMENTAL
LECTURE NOTE 13-2
TRANSPORTATION:
A KEY LOGISTICS FUNCTION
IN A SUPPLY CHAIN
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-40
41. FedEx and Maersk
What transportation modes does each perform?
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44. Apple Computer Marketing Channel Structure:
Online Apple Store - Direct Channel
Producer
Consumer Customers
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-44
45. Apple Computer Marketing Channel Structure:
Apple Retail Store - Direct Channel
Producer
Consumer Customers
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-45
46. Apple Computer Marketing Channel Structure:
CompUSA - Direct Channel/Strategic Channel Alliance
Producer
Retailer CompUSA
Apple Employees
Staff CompUSA
Store-Within-
A-Store
Consumer Customers
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-46
47. Apple Computer Marketing Channel Structure:
Ingram Micro/Best Buy - Indirect Channel
Producer
Ingram
Wholesaler Micro
Retailer Best Buy
Consumer Customers
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-47
48. Apple Computer Marketing Channel Structure:
MacMall Online/Catalog Sales - Indirect Channel
Producer
Retailer MacMall
Consumer Customers
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-48
49. IN-CLASS ACTIVITY 13-2
MARKETING CHANNELS FOR
FASTENAL’S UNIQUE
THREADED FASTENERS
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52. Fastenal Fasteners (Unique Drivers/Tools)
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53. FIGURE 13-C Common marketing channels
for business goods and services
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-53
54. Marketing Channel
A marketing channel consists of
individuals and firms involved in the
process of making a product or service
available for use or consumption by
consumers or industrial users.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-54
55. Dual Distribution
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.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-55
56. Vertical Marketing Systems
Vertical marketing systems are
professionally managed and centrally
coordinated marketing channels designed
to achieve channel economies and
maximum marketing impact.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-56
57. Franchising
Franchising is a contractual arrangement
between a parent company (a franchisor)
and an individual or firm (a franchisee)
that allows the franchisee to operate a
certain type of business under an
established name and according to
specific rules.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-57
58. Intensive Distribution
Intensive distribution is a level of
distribution density whereby a firm tries
to place its products and services in as
many outlets as possible.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-58
59. Exclusive Distribution
Exclusive distribution is a level of
distribution density whereby only one
retail outlet in a specific geographical
area carries the firm’s products.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-59
60. Selective Distribution
Selective distribution is a level of
distribution density whereby a firm
selects a few retail outlets in a specific
geographical area to carry its products.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-60
61. Channel Conflict
Channel conflict arises when one
channel member believes another channel
member is engaged in behavior that
prevents it from achieving its goals.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-61
62. Disintermediation
Disintermediation is channel conflict
that arises when a channel member
bypasses another member and sells or
buys products direct.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-62
63. Logistics
Logistics consists of 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.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-63
64. Supply Chain
A supply chain is a sequence of firms
that perform activities required to create
and deliver a good or service to
consumers or industrial users.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-64
65. Total Logistics Cost
Total logistics cost consists of expenses
associated with transportation, materials
handling and warehousing, inventory,
stockouts (being out of inventory), order
processing, and return goods handling.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-65
66. Customer Service
Customer service is the ability of
logistics management to satisfy users in
terms of time, dependability,
communication, and convenience.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-66
67. Vendor-Managed Inventory
Vendor-managed inventory (VMI)
is an inventory management system
whereby the supplier determines the
product amount and assortment a
customer (such as a retailer) needs and
automatically delivers the appropriate
items.
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 13-67
Hinweis der Redaktion This shows the sequence of firms that supply, manufacture, store, blend, and sell to the two primary paint consumer segments: (1) professional painters and (2) do-it-yourselfers. Fed-Ex is a third-party logistics provider that performs some transportation functions, such as air and ground freight. Maersk provides multiple modes of transportation, including the use of containers on ships, trains, and trucks.