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Distribution Channels and Logistics Management

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Title: Distribution Channels and Logistics Management


1
Chapter 12
  • Distribution Channels and Logistics Management

2
Issues Concerning Distribution Channels
What Role Does Physical Distribution Play in
Attracting and Satisfying Customers?
What is the Nature Of Distribution Channels?
How do Channel Firms Interact and Organize to
do the Work of the Channel?
What Problems do Companies Face in Designing
and Managing Their Channels?
3
What is a Distribution Channel?
  • A set of interdependent organizations
    (intermediaries) involved in the process of
    making a product or service available for use or
    consumption by the consumer or business user.
  • Marketing Channel decisions are among the most
    important decisions that management faces and
    will directly affect every other marketing
    decision.

4
Why are Marketing Intermediaries Used?
  • The use of intermediaries results from their
    greater efficiency in making goods available to
    target markets.
  • Offer the firm more than it can achieve on its
    own through the intermediaries
  • Contacts,
  • Experience,
  • Specialization,
  • Scale of operation.
  • Purpose match supply from producers to demand
    from consumers.

5
How a Marketing Intermediary Reduces the Number
of Channel Transactions
6
Distribution Channel Functions
Risk Taking
These Functions Should be Assigned to the Channel
Member Who Can Perform Them Most Efficiently and
Effectively to Provide Satisfactory Assortments
of Goods and Services to Target Customers.
Information
Financing
Promotion
Contact
Physical Distribution
Matching
Negotiation
7
Number of Channel Levels (Fig. 12.2)
Channel Level - Each Layer of Marketing
Intermediaries that Perform Some Work in Bringing
the Product and its Ownership Closer to the Final
Buyer.
M
C
Channel 1
Direct Channel
M
R
C
Indirect Channel
Channel 2
M
W
R
C
Channel 3
M
W
J
R
C
Channel 4
8
Channel Behavior Conflict
  • 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.
  • When this doesnt happen, conflict occurs
  • Horizontal Conflict occurs among firms at the
    same level of the channel, i.e retailer to
    retailer.
  • Vertical Conflict occurs between different levels
    of the same channel, i.e. wholesaler to retailer.
  • For the channel to perform well, each channel
    members role must be specified and conflict must
    be managed.

9
Conventional Marketing Channel Vs. a Vertical
Marketing System (Fig. 12.3)
Conventional Marketing Channel
Vertical Marketing System
Manufacturer
Manufacturer Retailer
Wholesaler
Wholesaler
Retailer
Consumer
Consumer
10
Types of Vertical Marketing Systems
Corporate Common Ownership at Different Levels
of the Channel i.e. Sears
Contractual Contractual Agreements Among Channel
Members
Administered Leadership is Assumed by One or a
Few Dominant Members i.e. Kraft
Degree of Direct Control
11
Types of Vertical Marketing Systems
Vertical Marketing Systems (VMS)
Administered VMS
12
Innovations in Marketing Systems
  • Horizontal Marketing System
  • Two or More Companies at One Channel Level Join
    Together to Follow a New Marketing Opportunity.
  • Example
  • Banks in Grocery Stores
  • Hybrid Marketing System
  • A Single Firm Sets Up Two or More Marketing
    Channels to Reach One or More Customer Segments.
  • Example
  • Retailers, Catalogs, and Sales Force

13
Discussion Connections
  • Describe the kinds of horizontal and vertical
    channel conflict that might occur in one of the
    following
  • Personal computer industry,
  • Automobile industry,
  • Music industry,
  • Clothing industry.
  • How would you remedy the problems you have just
    described?

14
Changing Channel Organization
  • A Major Trend is Toward Disintermediation Which
    Means that Product and Service Producers are
    Bypassing Intermediaries and Going Directly to
    Final Buyers or That New Types of Channel
    Intermediaries are Emerging to Displace
    Traditional Ones.

15
Channel Design Decisions
Analyzing Consumer Service Needs
Setting Channel Objectives Constraints
Identifying Major Alternatives
Evaluating the Major Alternatives
Designing International Distribution Channels
Exclusive Distribution
Intensive Distribution
Selective Distribution
16
Channel Management Decisions
Selecting Channel Members
Motivating Channel Members
Evaluating Channel Members
FEEDBACK
17
Nature and Importance of Marketing Logistics
  • Involves getting the right product to the right
    customers in the right place at the right time.
  • Companies today place greater emphasis on
    logistics because
  • customer service and satisfaction have become the
    cornerstone of marketing strategy.
  • logistics is a major cost element for most
    companies.
  • the explosion in product variety has created a
    need for improved logistics management.
  • Improvements in information technology has
    created opportunities for major gains in
    distribution efficiency.

18
Goals of the Logistics System
Higher Distribution Costs Higher Customer
Service Levels
  • Goal
  • To Provide a Targeted Level of Customer Service
  • at the Least Cost.

Maximize Profits, Not Sales
Lower Distribution Costs Lower Customer Service
Levels
19
Major Logistics Functions
Order Processing Received Processed Shipped
Costs Minimize Costs of Attaining
Logistics Objectives
Logistics Functions
Warehousing Storage Distribution Automated
Transportation Rail, Truck, Water,
Pipeline, Air, Intermodal
Inventory When to order How much to
order Just-in-time
20
Transportation Modes
Rail Nations 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,
non perishable goods, slowest form
Pipeline Ship petroleum, natural gas, and
chemicals from sources to markets
Air High cost, ideal when speed is needed or
distance markets have to be reached
21
Choosing Transportation Modes
Checklist for Choosing
Transportation Modes
1. Speed
2. Dependability
3. Availability
4. Costs
5. Others
22
Integrated Logistics Management
Cross-Functional Teamwork inside the Company
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
23
Review of Concept Connections
  • Explain why companies use distribution channels
    and discuss thee functions these channels
    perform.
  • Discuss how channel members interact and how they
    organize to perform the work of the channel.
  • Identify the major channel alternatives open to a
    company.
  • Discuss the nature and importance of physical
    distribution.
  • Analyze integrated logistics, including how it
    may be achieved and its benefits to the company.
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