marketing channels and supply chain management-prince dudhatra-9724949948

8/7/2019 Marketing Channels and Supply Chain Management-prince dudhatra-9724949948

1/25

14-1Copyright 2000 by Houghton Mifflin Company. All rights reserved.

Chapter 14

Marketing Channelsand Supply Chain

Management

Text by

William M. Pride

O. C. Ferrell

Multimedia Slides by

Milton M. PressleyUniv. of New Orleans


2/25


Objectives To Describe the Nature and Functions of Marketing

Channels

To Explain How Supply Chain Management Can

Facilitate Distribution for the Benefit of All Channel

Members, Especially Customers

To Identify the Types of Marketing Channels

To Examine the Major Levels of Marketing Coverage

To Explore the Concepts of Leadership, Cooperation,

and Conflict in Channel Relationships To Specify How Channel Integration Can Improve

Channel Efficiency

To Examine the Legal Issues Affecting Channel

Management


3/25


The Nature of

Marketing Channels Marketing Channel

Marketing Intermediary


4/25


Marketing Information Analyze sales data and other information

in databases and information systems.Perform or commission marketing research.

Marketing Management Establish strategic plans for developing

customer relationships and organizational

productivity.

Facilitating Exchanges Choose product assortments that match the

needs of customers.Cooperate with channel members to

develop partnerships.

Promotion Set promotional objectives.

Coordinate advertising, personal selling,

sales promotion, publicity, and packaging.

Price Establish pricing policies and terms of

sales.

Physical Distribution Manage transportation, warehousing,

materials handling, inventory control, and

communication.

Marketing Channel Activities Performed by IntermediariesMarketing Channel Activities Performed by Intermediaries


5/25


6/25


TIMETIME

PLACEPLACE

Marketing Channels Create Utility

The Nature of

Marketing Channels


7/25


TIMETIME

PLACEPLACE

POSSESSIONPOSSESSION

Marketing Channels Create Utility

The Nature of

Marketing Channels


8/25


9/25


Susans

Stereo

Superstore

12 Contacts

Pioneer

JVC

Magnavox

Sony

Rock Fan

Pop Fan

Classical Fan

"Dr. P"

Country Fan

New Age Fan

Rap Fan

Country Fan

Reggae Fan

The Nature of

Marketing Channels Marketing Channels Facilitate

Exchange Efficiencies


10/25


Marketing Channels Form

a Supply Chain

Supply Chain Management

The Nature of

Marketing Channels


11/25


Planning Organizational and Systemwide

Coordination of Marketing Channel

Partnerships to Meet Customers

Product Needs

Sourcing Purchasing of Necessary Resources,

Goods, and Services from Suppliers

to Support All Supply Chain Members

Facilitating Delivery All Activities Designed to Move the

Product Through the MarketingChannel to the End User

Relationship Building All Marketing Activities Related to

Selling, Service, and the Development

of Long-Term Customer Relationships

The Nature of

Marketing ChannelsKey Tasks in Supply Chain Management


12/25


Whol s l rs t il rs ons rsroduc rnts or

rok rs

roduc r

Whol s l rs t il rs

onsumers

roducer et ilers onsumers

roducer onsumers

Types of Marketing ChannelsChannels for Consumer Products


13/25


Types of Marketing ChannelsChannels for Industrial Products

AgentsIndustrial

Distributor

Business/

Organizational

Buyer

Producer

Industrial

Distributor

Business/

OrganizationalBuyer

Producer

Producer

Business/

Organizational

Buyer

Agents

Business/

Organizational

Buyer

Producer


14/25


Types of

Marketing Channels

Multiple Marketing Channelsand Channel Alliances

Dual Distribution

Strategic Channel Alliance


15/25


Intensity of Market

Coverage

Intensive

Distribution


16/25


Intensity of Market

Coverage

IntensiveIntensive

DistributionDistribution

Selective

Distribution


17/25


Intensity of Market

Coverage

ExclusiveExclusive


IntensiveIntensive


SelectiveSelective



18/25


Channel:

Leadership

Supply Chain

Management


19/25


Channel:

LeadershipLeadership

CooperationCooperation

Supply Chain

Management


20/25


Channel:

LeadershipLeadership

CooperationCooperation

ConflictConflict

Supply Chain

Management


21/25


22/25


Vertical Channel

Integration Vertical Marketing

Systems (VMSs)

Horizontal ChannelIntegration

Supply ChainManagement


23/25


Legal Issues

Dual Distribution

Restricted Sales

Territories Tying Agreements

Exclusive Dealing

Refusal to Deal


24/25


Legal Issues

Dual Distribution

Restricted Sales

Territories Tying Agreements

Exclusive Dealing

Refusal to Deal


25/25


To Describe the Nature and Functions of

Marketing Channels

To Explain How Supply Chain Management Can

Facilitate Distribution for the Benefit of All Channel

Members, Especially Customers

To Identify the Types of Marketing Channels

To Discuss the Major Levels of Marketing

Coverage

To Discuss the Concepts of Leadership,

Cooperation, and Conflict in Channel

Relationships

To Specify How Channel Integration Can Improve

Channel Efficiency

To Discuss the Legal Issues Affecting Channel

Management

BY NOW, YOU

SHOULD BE ABLE . . .

marketing channels and supply chain management-prince dudhatra-9724949948

Documents