Transcript Chapter 13

CHAPTER 13
Get the Product
to Customers
13.1
13.2
13.3
13.4
13.5
Marketing Through Distribution
Assembling Channels of Distribution
Wholesaling
Retailing
Physical Distribution Keeps Things Moving
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MARKETING THROUGH
DISTRIBUTION
GOALS for Lesson 13.1
Explain why the distribution function is
so important to effective marketing.
Illustrate how a well-planned distribution
system supports the marketing plan.
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3
The Importance of
Distribution Activities
Distribution as an economic concept
Distribution as a marketing mix element
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4
Development of a
Distribution System
Disappointing results
Decision time
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ASSEMBLING CHANNELS
OF DISTRIBUTION
GOALS for Lesson 13.2
Identify the differences between
producers and consumers that are
addressed by distribution channels.
Describe the differences between direct
and indirect channels of distribution.
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The Need for
Distribution Channels
 Adjusting differences between producers and
consumers




Differences in quantity
Differences in assortment
Differences in location
Differences in timing of production and
consumption
 Providing marketing functions
 Increasing marketing efficiency
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Planning and Managing
Channels of Distribution
Channel participants
 Channel members
 Direct channel
 Indirect channel
Developing and managing a channel
system
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Multiple Channels
of Distribution
Carpet Manufacturer
Independent
Carpet Installer
National Carpet
Retail Chain
Wholesaler
Small Home
Decorating Store
Builder
Consumers
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WHOLESALING
GOALS for Lesson 13.3
Describe the benefits that wholesalers
provide to other members of a channel
of distribution and to final consumers.
Explain how the role of wholesalers is
changing in an economy where many of
their traditional retail customers prefer
to deal directly with manufacturers.
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Who Needs Wholesaling?
Wholesale benefits
Wholesale activities
Wholesale clubs
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The Changing
Role of Wholesalers
Access to markets
Specialized services
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RETAILING
GOALS for Lesson 13.4
Define retailing and describe ways to
distinguish various types of retailers.
Describe ways that retailing is changing
in response to changes in consumer
preferences and the business
environment.
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Types of Retailers
Product mix
 Limited-line stores
 Mixed merchandise
stores
 Superstores
Location
 Convenience stores
 Shopping centers
 Stand-alone stores
 Non-store retailing
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How Is Retailing Changing?
Changing types of retailers
The growth of franchising
Increased use of technology
The global marketplace
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PHYSICAL DISTRIBUTION
KEEPS THINGS MOVING
GOALS for Lesson 13.5
 Describe the various means by which products
are transported within a channel of distribution.
 Explain the common options for storing and
handling products while they are moving
through the distribution channel.
 Examine the importance of order processing
and inventory control to the overall
effectiveness of a physical distribution plan.
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The Importance
of Transportation
Railroads
Trucks
Ships and boats
Airplanes
Pipelines
Combining methods
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Storage and
Product Handling
Warehouses
Distribution centers
Packaging
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Information Processing
Order processing
Inventory control
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