http:// marketing channels & supply chain management universitas atmajaya by stefanus manuntun...
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http://www.thesmartmarketing.co.cchttp://www.thesmartmarketing.co.cc
Marketing Channels & Marketing Channels & Supply Chain ManagementSupply Chain Management
Universitas AtmajayaUniversitas AtmajayaByBy
Stefanus Manuntun Sitinjak MMStefanus Manuntun Sitinjak MM
http://www.thesmartmarketing.co.cchttp://www.thesmartmarketing.co.cc
OutlineOutline
• Supply Chains & Value Delivery NetworkSupply Chains & Value Delivery Network
• The Nature & Importance of Marketing ChannelsThe Nature & Importance of Marketing Channels
• Channel Behavior & OrganizationChannel Behavior & Organization
• Channel Design DecisionsChannel Design Decisions
• Channel Management DecisionsChannel Management Decisions
• Marketing Logistics & Supply Chain ManagementMarketing Logistics & Supply Chain Management
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Supply Chain & Supply Chain & Value Delivery Value Delivery NetworkNetwork
The The CompanCompan
yy
CustomersCustomers
SuppliersSuppliersDistribution Distribution
ChannelsChannels
Supply Chain
Value Delivery Network
Wider View of SCM
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The Nature & Importance of The Nature & Importance of Marketing ChannelsMarketing Channels
• Few AssortmentFew Assortment• Large QuantityLarge Quantity
• Few QtyFew Qty• Broad AssortmentBroad Assortment
MatchMatch
SUPPLYDEMAND
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Channel LevelsChannel Levels
ProducerProducer ProducerProducer ProducerProducer
ConsumerConsumer ConsumerConsumer ConsumerConsumer
RetailerRetailer RetailerRetailer
WholesalerWholesaler
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Channel Behavior & Channel Behavior & OrganizationOrganization
• Channel Conflict (Traditional Channel)Channel Conflict (Traditional Channel)– Same levelSame level– Different levelDifferent level
• Vertical Marketing SystemVertical Marketing System– Corporate VMSCorporate VMS– Contractual VMSContractual VMS– Administer VMSAdminister VMS
• Horizontal Marketing SystemHorizontal Marketing System
• Multi Channel Distribution System:Multi Channel Distribution System:– Catalog, telephone, internet, traditionalCatalog, telephone, internet, traditional
Online Store by Producer
Toshiba
Most AutomotiveCarefour
Wall Mart & Mc’D
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Channel Design DecisionChannel Design Decision
Setting Channel Setting Channel ObjectivesObjectives
Identifying Major Identifying Major AlternativesAlternatives
Evaluating the Major Evaluating the Major AlternativesAlternatives
Analyzing Analyzing Consumer NeedsConsumer Needs
Targeted Market Targeted Market SegmentsSegments
Balance Cost & Balance Cost & Customer PriceCustomer Price
Types, Numbers & Types, Numbers & ResponsibilitiesResponsibilities
Economic, Control Economic, Control Issues, Adaptive CriteriaIssues, Adaptive Criteria
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Channel Management Channel Management DecisionsDecisions
• Selecting Channel MembersSelecting Channel Members– CapabilityCapability– PerformancePerformance
• Managing & Motivating Channel Managing & Motivating Channel MembersMembers– Partnership relationship managementPartnership relationship management
• Evaluating Channel MembersEvaluating Channel Members– Performance Performance – Recognition & rewardsRecognition & rewards
Hi-Tech Products
GE
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Marketing Logistics & SCMMarketing Logistics & SCM
• Marketing Logistics = Physical DistributionMarketing Logistics = Physical Distribution
• Goal : Maximize service at least costGoal : Maximize service at least cost
• Major Functions:Major Functions:– WarehousingWarehousing
– Inventory ManagementInventory Management
– TransportationTransportation
– Logistic Information Management:Logistic Information Management:
• OrdersOrders
• BillingBilling
• Inventory levelInventory level
• Customer DataCustomer Data