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Chapter 12

PRINCIPLES OF MARKETING. Chapter 12. Distribution Channels and Logistics Management. A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption. Channel decisions affect other marketing decisions

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Chapter 12

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  1. PRINCIPLES OF MARKETING Chapter 12 Distribution Channels and Logistics Management

  2. A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption. Channel decisions affect other marketing decisions involve long-term commitments Distribution Channels

  3. Greater efficiency in making goods available to target markets. Intermediaries provide Contacts Experience Specialization Scale of operation Match supply and demand. Role of Intermediaries

  4. Channel Functions • Information • Promotion • Contact • Matching • Negotiation • Physical Distribution • Financing • Risk taking

  5. Channel Levels • Manufacturer • Wholesaler • Retailer • Consumer

  6. The channel will be most effective when: each member is assigned tasks it can do best. all members cooperate to attain overall channel goals and satisfy the target market. Focus on individual goals leads to conflict Horizontal Conflict occurs among firms at the same level of the channel. Vertical Conflict occurs between different levels of the same channel. Channel Behavior and Conflict

  7. Corporate common ownership at different channel levels Contractual contractual agreement among channel members Administered leadership assumed by dominant members Vertical Marketing Systems

  8. Innovations in Marketing Systems Horizontal Marketing System Hybrid Marketing System • A single firm sets up two or more marketing channels to increase coverage • Example:Retailers, Catalogs, and Sales Force • Two or more companies at one channel level join together to increase coverage • Example:Banks in Grocery Stores

  9. Analyzing Consumer Service Needs Setting Channel Objectives & Constraints Identifying Major Alternatives Channel Design Decisions Evaluating the Major Alternatives Exclusive Distribution Selective Distribution Intensive Distribution

  10. Selecting Channel Management Decisions Motivating FEEDBACK Evaluating

  11. Involves entire supply chain Increasing importance of logistics effective logistics is becoming a key to winning and keeping customers. logistics is a major cost element for most companies. the explosion in product variety has created a need for improved logistics management. information technology has created opportunities for major gains in distribution efficiency. Logistics

  12. Goals of Logistics system • Provide a Targeted Level of Customer Service at the Least Cost. • Maximize Profits, Not Sales. Higher Distribution Costs/ Higher Customer Service Levels Lower Distribution Costs/ Lower Customer Service Levels

  13. Logistics Functions • Order Processing • Warehousing • Inventory Management • Transportation • Design system to minimize costs of attaining objectives

  14. Transportation Modes Rail Nation’s largest carrier, cost-effective for shipping bulk products, piggyback Truck Flexible in routing & time schedules, efficient for short-hauls of high value goods Water Low cost for shipping bulky, low-value goods, slowest form Pipeline Ship petroleum, natural gas, and chemicals from sources to markets Air High cost, ideal when speed is needed or to ship high-value, low-bulk items

  15. Cross-Functional Teamwork inside the Company Integrated Logistics Management Building Channel Partnerships Concept Recognizes that Providing Better Customer Service and Trimming Distribution Costs Requires Teamwork, Both Inside the Company and Among All the Marketing Channel Organizations. Third-Party Logistics

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