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Chapter 3

Chapter 3. The Environment of Marketing Channels. Key Topics for Ch. 3. Meaning of Business Environment Economic Environment * Competitive Environment* Social/Cultural Environment Technological Environment Legal Environment. The Business Environment. Consists of all external

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Chapter 3

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  1. Chapter 3 The Environment of Marketing Channels

  2. Key Topics for Ch. 3 • Meaning of Business Environment • Economic Environment* • Competitive Environment* • Social/Cultural Environment • Technological Environment • Legal Environment

  3. The Business Environment Consists of all external uncontrollable factors within which marketing channels exist Affects channel members and nonmembers, such as facilitating agencies = All channel participants

  4. The Environment* Producers & Manufacturers Environment Economic (M) Socio-cultural (M) Competitive (m) Technological (M) Legal (m) Focus of channel management Member participants Intermediaries Target Markets Nonmember participants Facilitating agencies Question: “Right” boundary of a firm?

  5. I. The Economic Environment* Recession Inflation Major Economic Forces Deflation

  6. Recession Consumer and/or Corporate spending Reduced sales volume Reduced profitability Firms caught with large inventories = Channel strategy:Manufacturers provide channel member support by financing high inventory costs Ex) U.S. Economy

  7. Inflation Continuedhigh spending  Price Increase OR Spending, fueling a recession Possible channel strategy: • Reduce manufacturer’s product mix from higher-price to lower-price products • Reduce inventory burden on members with: Streamlined product line Faster order processing & delivery Higher inventory turnover through stronger promotional support

  8. Deflation Prices Challenge: Pass cost-induced price increases through channel when built-in cost pressures from labor contracts were negotiated several years earlier Ex) Japan’s lost decade

  9. Other Economic Factors Real interest rates Strong U.S. Dollar Difficult to sell products through channel members 1. 2. = Demand Costs = U.S. products become less competitive

  10. II. The Competitive Environment* Local  Regional  Domestic  Global in scope * Opportunity and Threat

  11. Types of Competition in Channels Vertical Horizontal Channel System Intertype

  12. Horizontal Competition M M W W R R

  13. Vertical Competition M W R

  14. Inter-type Competition M M W W R R

  15. Channel System Competition M M W W R R

  16. III. The Sociocultural Environment Pervades all aspects of a society Influences both national and international marketing channels Influences wide variations among channel structures worldwide

  17. Sociocultural Developments

  18. IV. The Technological Environment Scanners Computerized inventory management Portable computers Help retailers & wholesalers closely monitor success or failure of products they handle

  19. The Technological Environment EDI - Electronic Data Interchange = Enhanced Distribution Efficiency • Links together channel information systems • Provides real-time responses • Enhanced by Internet

  20. The Technological Environment “Computer sales People” Accelerating technology Mobile robots 3-D modeling Ultra-wideband technology

  21. V. The Legal Environment* The set of laws that impact marketing channels • Continually evolving • Affected by changing values, norms, politics, & precedents • Knowledge of basics helps channel manager avoid serious & costly legal problems

  22. Legislation Affecting Marketing Channels Sherman Antitrust Act 1890; Fundamental antimonopoly law Public welfare best served through competition Clayton Act 1914; Strengthen Sherman Antitrust Act Prohibits specific practices among competing firms Federal Trade Commission Act 1914; Established FTC Power to investigate & enforce

  23. Legislation Affecting Marketing Channels Robinson-Patman Act 1936; Amendment to Clayton Act Prohibits price discrimination Allows price differentials to different customers under specific circumstances Celler-Kefauver Act 1950; Amendment to Clayton Act Prohibits vertical mergers & acquisitions

  24. Legal Issues in Channel Management • Dual Distribution, or multi-channel distribution Producer or manufacturer uses 2 or more different channel structures for distributing the same product • Exclusive Dealing Supplier requires its channel members to sell only its products or to refrain from selling directly to competitive suppliers •Full-Line Forcing Supplier requires channel members to carry a full-line of its products in order to sell any particular products in supplier’s line

  25. Legal Issues in Channel Management • Price Discrimination Supplier sells at different prices to the same class of channel members • Price Maintenance Supplier dictates prices charged by channel members to their customers • Refusal to Deal Supplier has right to refuse to deal with whomever they want as channel members

  26. Legal Issues in Channel Management • • Resale Restrictions • Manufacturer attempts to stipulate to whom and in what geographical market channel members may resell the manufacturer’s products • Tying Agreements • Supplier sells a product to a channel member on condition that the channel member also purchase another product • • Vertical Integration • Firm owns and operates organizations at other levels of the distribution channel

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