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2.channel Management

This document defines marketing channels and discusses channel management. It begins by defining marketing channels as the individuals and firms involved in making a product available to consumers. It then discusses how channel choices affect other marketing decisions and how intermediaries add value by requiring fewer contacts and helping match supply and demand. The document also covers topics like channel conflicts, designing international distribution channels, and the importance of logistics and supply chain management.

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Kavitha Kannan
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© Attribution Non-Commercial (BY-NC)
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Download as PPT, PDF, TXT or read online on Scribd
40 views

2.channel Management

This document defines marketing channels and discusses channel management. It begins by defining marketing channels as the individuals and firms involved in making a product available to consumers. It then discusses how channel choices affect other marketing decisions and how intermediaries add value by requiring fewer contacts and helping match supply and demand. The document also covers topics like channel conflicts, designing international distribution channels, and the importance of logistics and supply chain management.

Uploaded by

Kavitha Kannan
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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CHANNEL MANAGEMENT

Definition of Marketing Channel


A Marketing Channel is. 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

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.

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 long-term commitments to other firms

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

Nature & Importance of Marketing Channels


Key Functions Performed by Channel Members
Information Promotion Contact Matching Negotiation Physical Distribution Financing Risk taking

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.

Nature & Importance of Marketing Channels


Channel Members Are Connected Via A Variety of Flows
Physical Information Flow Flow Payment Promotion Flow Flow Flow of Ownership

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

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

Channel Behavior and Organization


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

Multichannel Distribution System

Channel Behavior and Organization


Multichannel Distribution Systems
Also called hybrid marketing channels Occurs when a firm uses two or more marketing channels Hybrid marketing has many advantages

Channel Behavior and Organization


Changing Channel Organization
Disintermediation has hurt many established companies

Channel Behavior and Organization


Disintermediation:
Traditional brick and mortar travel agencies face competition from online travel agencies, airlines, and reverse auction web sites such as Priceline.

Channel Design Decisions


Step 1: Analyzing Consumer Needs
Cost and feasibility of meeting needs must be considered

Channel Design Decisions


Step 2: Setting Channel Objectives
Set channel objectives in terms of targeted level of customer service Many factors influence channel objectives

Channel Design Decisions


Step 3: Identifying Major Alternatives
Types of Intermediaries

Company sales force Manufacturers agency Industrial distributors

Channel Design Decisions


Step 3: Identifying Major Alternatives
Number of marketing intermediaries
Intensive distribution Selective distribution Exclusive distribution

Responsibilities of channel members

Channel Design Decisions


Step 4: Evaluating Major Alternatives
Economic criteria

Sales, costs, profitability

Control issues Adaptive criteria

Channel Design Decisions


Designing International Distribution Channels
Global marketers usually adapt their channel strategies to structures that exist within foreign countries Key challenges: Channels may be complex or hard to penetrate Channels may be scattered, inefficient, or totally lacking

Channel Management Decisions


Selecting Channel Members
Identify characteristics that distinguish the best channel members

Managing and Motivating Channel Members


Partner relationship management (PRM) is key

Channel Management Decisions


Evaluating Channel Members
Performance should be checked against standards Channel members should be rewarded or replaced as dictated by performance

Public Policy and Distribution Decisions


Exclusive distribution
Only certain outlets are allowed to carry a firms products

Exclusive dealing
Exclusive territorial agreements Tying agreements

Marketing Logistics and Supply Chain Management


Marketing Logistics
Outbound distribution Inbound distribution Reverse distribution Involves the entire supply chain management system

Supply Chain Management

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 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


Major Logistics Functions
Warehousing Inventory Management Transportation Logistics Information Management

Marketing Logistics and Supply Chain Management


Integrated Logistics Management
Cross-functional teamwork inside the company is critical Logistics partnerships are also built through shared projects

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