Lecture 9 Marketing Channels and Supply Chain Management
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HungaryBudapesti Corvinus EgyetemGazdálkodástudományi KarNemzetközi gazdálkodás (angol nyelven)MarketingLecture 9 Marketing Channels and Supply Chain Management
2008.04.12 22:55:40
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9
Objectives
Principles of Marketing
Marketing Channels and Supply Chain Management
· Know why companies use distribution channels and understand the functions that these channels perform. · Learn how channel members interact and how they organize to perform the work of the channel. · Know the major channel alternatives that are open to a company.
Marketing Principles
Spring Term 2007/2008
Objectives Definition
· Value Delivery Network
· The network made up of the company, suppliers, distributors, and ultimately customers who "partner" with each other to improve the performance of the entire system.
· Comprehend how companies select, motivate, and evaluate channel members. · Understand the nature and importance of marketing logistics and integrated supply chain management.
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
1
Nature & Importance of Marketing Channels
· Channel choices affect other decisions in the marketing mix · A strong distribution system can be a competitive advantage · Channel decisions involve longterm commitments to other firms
In building its value delivery network, Palm manages a whole community of suppliers, assemblers, resellers and complementors who must work effectively together.
Marketing Principles
Spring Term 2007/2008
Marketing Principles
Spring Term 2007/2008
How Channel Members Add Value
Nature & Importance of Marketing Channels
· How Channel Members Add Value
· Intermediaries
· Require fewer contacts to move the product to the final purchaser. · Help match product assortment demand with supply. · Help bridge major time, place, and possession gaps
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
2
Nature & Importance of Marketing Channels
Consumer Marketing Channels
Key Functions Performed by Channel Members
· · · · Negotiation Physical Distribution Financing Risk taking
Marketing Principles
Spring Term 2007/2008
· · · ·
Information Promotion Contact Matching
Marketing Principles
Spring Term 2007/2008
Business Marketing Channels
Nature & Importance of Marketing Channels
· Number of Channel Levels
· The number of intermediary levels indicates the length of a marketing channel.
· Direct Channels · Indirect Channels
· Producers lose more control and face greater channel complexity as additional channel levels are added.
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
3
Nature & Importance of Marketing Channels Channel Behavior and Organization
· Channel Conflict
· Occurs when channel members disagree on roles, activities, or rewards. · Types of Conflict:
· Horizontal conflict: occurs among firms at the same channel level · Vertical conflict: occurs among firms at different channel levels
Channel Members Are Connected Via A Variety of Flows
· Information Flow · Promotion Flow
· Physical Flow · Payment Flow
· Flow of Ownership
Marketing Principles
Spring Term 2007/2008
Marketing Principles
Spring Term 2007/2008
Conventional Versus Vertical Marketing System
Channel Behavior and Organization
· Vertical Marketing Systems
· Corporate VMS · Contractual VMS
· Manufacturer-sponsored retailer franchise system · Manufacturer-sponsored wholesaler franchise system · Service-firm-sponsored retailer franchise system
· Administered VMS
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
4
Channel Behavior and Organization
Figure 13-4:
Multichannel Distribution System
· Horizontal Marketing Systems
· Two or more companies at one level join together to follow a new marketing opportunity.
Nestle and General Mills work together to market cereal outside of North America
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
Channel Behavior and Organization
Channel Behavior and Organization
· Changing Channel Organization
· Disintermediation has hurt many established companies
· Multichannel Distribution Systems
· Also called hybrid marketing channels · Occurs when a firm uses two or more marketing channels · Hybrid marketing has many advantages
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
5
Channel Behavior and Organization Channel Design Decisions
· Step 1: Analyzing Consumer Needs
· Cost and feasibility of meeting needs must be considered
Disintermediation:
Traditional brick and mortar travel agencies face competition from online travel agencies, airlines, and reverse auction web sites such as Priceline.
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
Channel Design Decisions
GEICO's channel objectives led them to sell direct via telephone and the Web in order to serve those who are looking to save money.
· Step 2: Setting Channel Objectives
· Set channel objectives in terms of targeted level of customer service · Many factors influence channel objectives
Geico Marketing Principles
Spring Term 2007/2008
Marketing Principles
Spring Term 2007/2008
6
Channel Design Decisions
Manufacturer's Agencies
· Step 3: Identifying Major Alternatives
· Types of Intermediaries · Manufacturer's Agents:
Also called reps, agents, manufacturers' representatives, sales agencies or even brokers.
In-Depth
· Compensation:
Work on commission and pay their own expenses.
· Employment Terms: · What Do They Do?
Act as outsourced providers of field sales services to multiple manufacturers of complementary products. Contractual agreement to be the exclusive "agent" of the manufacturers they represent in a given territory, market, or for specific accounts.
· Company sales force · Manufacturer's agency · Industrial distributors
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
Discussion Question
Manufacturer's Agencies
In-Depth
· Benefits: Firm's View
· Sales costs vary predictably with sales · Lower sales, turnover, and training costs · Increased sales; experienced sales force · Flexibility; immediate access to markets · Enables systems sales
· Benefits: Reps' View
· Manufacturer's agents can leverage their time so that sales for multiple manufacturers can be made to the same customer, often during the same sales call. · Multiple products means reps can offer the best product to suit needs
What are the key disadvantages that a producer firm might face when relying on manufacturer's manufacturer' agents?
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
7
Channel Design Decisions
· Step 4: Evaluating Major Alternatives
· Economic criteria
· Sales, costs, profitability
Channel Design Decisions
· Step 3: Identifying Major Alternatives
· Number of marketing intermediaries · Control issues · Adaptive criteria
· Intensive distribution · Selective distribution · Exclusive distribution
· Responsibilities of channel members
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
Channel Design Decisions
Channel Management Decisions
· Selecting Channel Members
· Identify characteristics that distinguish the best channel members
· Designing International Distribution Channels
· Global marketers usually adapt their channel strategies to structures that exist within foreign countries · Key challenges:
·
· Managing and Motivating Channel Members
· Partner relationship management (PRM) is key
·
Channels may be complex or hard to penetrate Channels may be scattered, inefficient, or totally lacking
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
8
Channel Management Decisions
· Evaluating Channel Members
Public Policy and Distribution Decisions
· Exclusive distribution
· Only certain outlets are allowed to carry a firm's products
· Exclusive dealing
· Exclusive territorial agreements · Tying agreements
· Performance should be checked against standards · Channel members should be rewarded or replaced as dictated by performance
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
Marketing Logistics and Supply Chain Management
Supply Chain Management
· Marketing Logistics
· · · ·
Outbound distribution Inbound distribution Reverse distribution Involves the entire supply chain management system
Marketing Principles
Spring Term 2007/2008
Marketing Principles
Spring Term 2007/2008
9
Marketing Logistics and Supply Chain Management
· Goals of the Logistics System
· No system can both maximize customer service and minimize costs. · Firms must first weigh the benefits of higher service against the costs. · State goals in terms of a targeted level of customer service at the least cost.
Marketing Logistics and Supply Chain Management
· Why Greater Emphasis is Being Placed on Logistics:
· · · ·
Offers firms a competitive advantage Can yield cost savings Greater product variety requires improved logistics Improvements in distribution efficiency are possible due to information technology
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
Marketing Logistics and Supply Chain Management
Marketing Logistics and Supply Chain Management
Transportation Carrier Options
· Truck · Rail · Water · Pipeline · Air · Internet
· Major Logistics Functions
· · · ·
Warehousing Inventory Management Transportation Logistics Information Management
Marketing Principles
Intermodal transportation is becoming more common Marketing Principles
Spring Term 2007/2008
Spring Term 2007/2008
10
BusinessNow
Marketing Logistics and Supply Chain Management
· Integrated Logistics Management
Celarix Video Clip
Arranging transportation for goods can be challenging
Spring Term 2007/2008
· Cross-functional teamwork inside the company is critical · Logistics partnerships are also built through shared projects
Click the picture above to play video
Marketing Principles
Marketing Principles
Spring Term 2007/2008
Discussion Question
Many companies use sophisticated, system-wide supply chain management software, such as that which is available from Oracle and other software providers. Western Publishing Group partnered with Toys "R" Us to create mini-bookstore sections miniwithin each store. Can you think of other examples of similar logistics partnerships?
Marketing Principles
Spring Term 2007/2008
Marketing Principles
Spring Term 2007/2008
11
Marketing Logistics and Supply Chain Management
· Outsourcing of logistic firms to third party firms is becoming more common
Marketing Principles
Spring Term 2007/2008
12
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