Transcript Chapter 11

ROAD MAP: Previewing the Concepts
• Explain why companies use distribution channels
•
•
•
•
and discuss the 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.
Explain how companies select, motivate, and
evaluate channel members.
Discuss the nature and importance of marketing
logistics and supply chain management.
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Marketing or Distribution
Channel
• A set of interdependent organizations
involved in the process of making a
product or service available for use or
consumption by the consumer or business
user.
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Channel of Distribution
eGO faces challenges in
establishing a channel
of distribution for its
product.
Click the picture above to play video
10-3
Distribution in Action
FedEx’s creative
and imposing
distribution
system made it
a market leader
in express
delivery.
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How Channel Members Add Value
• The use of intermediaries results from their
greater efficiency in making goods available
to target markets.
• Offers the firm more than it can achieve on
its own through the intermediaries:
– Contacts
– Experience
– Specialization
– Scale of operation
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How a Distributor Reduces the
Number of Channel Transactions
10-6
Channel Functions
These functions should be assigned to the channel
member who can add the most value for the cost
Information
Negotiation
Promotion
Physical
Distribution
Contact
Financing
Matching
Risk Taking
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Consumer and Business Channels
10-8
Channel Behavior
• The channel will be most effective when:
– each member is assigned tasks it can do best.
– all members cooperate to attain overall channel
goals.
• If this does not happen, conflict occurs:
– Horizontal Conflict occurs among firms at the same
level of the channel (e.g., retailer to retailer).
– Vertical Conflict occurs between different levels of
the same channel (e.g., wholesaler to retailer).
• Some conflict can be healthy competition.
10-9
Channel Conflict
When it decided to sell its familiar containers at retail through Target stores,
Tupperware avoided conflicts with its army of in-home sales consultants by inviting
them into the stores to demonstrate the products.
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Conventional vs. Vertical Marketing System
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Vertical Marketing System (VMS)
• A distribution channel structure in which
producers, wholesalers, and retailers act
as a unified system
• One channel member owns the other, has
contracts with them, or has so much
power that they all cooperate.
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Types of Vertical Marketing Systems
Corporate VMS
Common Ownership at Different
Levels of the Channel (e.g., Sears)
High
Contractual VMS
Contractual Agreements Among
Channel Members (e.g., ACE Hardware)
Control
Administered VMS
Leadership is Assumed by One or
a Few Dominant Members (e.g., Kraft)
Low
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Franchise Organization
• Manufacturer-Sponsored Retailer
Franchise System
– Ford and its independent franchised dealers
• Manufacturer-Sponsored Wholesaler
Franchise System
– Coca-Cola’s licensed bottlers
• Service-Firm Sponsored Retailer Franchise
System
– McDonald’s, Avis, and Holiday Inn
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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
and catalogs
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Hybrid Marketing Channel
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Changing Channel Organization
• Disintermediation means that more and
more, product and service producers are
bypassing intermediaries and going
directly to final buyers, or that radically
new types of channel intermediaries are
emerging to displace traditional ones.
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Disintermediation
Travel supersites
such as Expedia,
Travelocity, Priceline,
Hotels.com, and
Orbitz have
threatened the very
existence of
traditional travel
agents.
10-18
Channel Design Decisions
• Analyzing Consumer Needs
• Setting Channel Objectives
• Identifying Major Alternatives
– Types of intermediaries
– Number of intermediaries
– Responsibilities of intermediaries
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Types of Intermediaries
• Company sales force
• Manufacturer’s agency
• Industrial distributors
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Number of Intermediaries
• Intensive distribution
• Exclusive distribution
• Selective distribution
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Selective Distribution
Luxury car makers sell exclusively through a limited number of dealerships. Such
limited distribution enhances the car’s image and generates strong dealer support.
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Evaluating the Major Alternatives
• Economic Criteria:
– A company compares the likely sales, costs,
and profitability of different channel
alternatives.
• Control Issues:
– How and to whom should control be given?
• Adaptive Criteria:
– Consider long-term commitment vs. flexibility.
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Channel Management Decisions
Selecting Channel Members
Managing & Motivating Channel Members
Evaluating Channel Members
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Public Policy and Distribution
Decisions
• Exclusive distribution
• Exclusive dealing
• Exclusive territorial agreements
• Tying agreements
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Logistics and Supply Chain
Management
• Planning, implementing, and controlling
the physical flow of goods, services, and
related information from points of origin to
points of consumption to meet customer
requirements at a profit.
• Includes:
– Outbound distribution
– Inbound distribution
– Reverse distribution
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Supply Chain Management
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Major Logistics Functions
• Warehousing
• Inventory management
• Transportation
• Logistics information management
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Warehousing
• How many, what types, and where?
• Storage warehouses
• Distribution centers
• Automated warehouses
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Inventory Management
• Must balance between too much and too
little inventory.
• Just-in-time logistics systems
• RFID, AutoID, or Smart Tag technology
• Click Here to Find Out All About RFID
10-30
Logistics Technology
In the not-too-distant
future, AutoID or
“smart tag” technology
could make the entire
supply chain—which
accounts for nearly
75% of a product’s
cost—intelligent and
automated.
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Transportation
• Trucks
• Railroads
• Water carriers
• Pipelines
• Air
• Internet
• Intermodal transportation
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Intermodal Transportation
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Intermodal Transportation
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Intermodal Transportation
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Intermodal Transportation
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Intermodal Transportation
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Integrated Logistics Management
• The logistics concept that emphasizes
teamwork, both inside the company and
among all the marketing channel
organizations, to maximize the
performance of the entire distribution
system.
• Involves:
– Cross-functional teamwork inside the
company
– Building logistics partnerships
– Third-party logistics
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Third Party Logistics
Many companies are now
outsourcing logistics tasks
to companies like Ryder
Integrated Logistics.
Here, Ryder describes a
system it designed to
keep Friendly’s
refrigerated trucks on the
road. “Thanks to Ryder,
Friendly’s doesn’t have to
worry about breakdowns.
Or meltdowns.”
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Rest Stop: Reviewing the Concepts
1. Explain why companies use distribution channels
2.
3.
4.
5.
and discuss the 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.
Explain how companies select, motivate, and
evaluate channel members.
Discuss the nature and importance of marketing
logistics and integrated supply chain management.
10-40
Q: A retailing operation that
depends upon handy location and
long hours to attract customers to
its limited line of frequently
purchased products is a:
1. specialty store.
2. department store.
3. superstore.
4. convenience store.
AK, 7e – Chapter 11
10-41
Q: Kar Krazy, an auto parts category
killer, has just opened in your home
town. Which of the following types of
stores would most likely survive Kar
Krazy’s assault on the market?
1. An auto parts department store that offers a
little of everything
2. A small store that caters to owners of highperformance sports cars
3. A small store that sells parts for less than Kar
Krazy
4. A small self-service parts shop
AK, 7e – Chapter 11
10-42
Q: You prefer to shop for underwear, socks,
and other goods at a store in which the staff
simply keeps the shelves stocked and
assumes you’re there to locate, compare,
and select your items on your own. This is
what sort of retailer?
1. Limited-service retailer
2. Specialty store
3. Full-service retailer
4. Self-service retailer
AK, 7e – Chapter 11
10-43
Q: A _______ is a group of retail
businesses planned, developed,
owned, and managed as a unit.
1. power center
2. shopping center
3. central business district
4. strip mall
AK, 7e – Chapter 11
10-44
Q: You want to open a coffee bar that stands a
chance of competing with Starbucks, and you
must consider product assortment and
services. These entail making all the following
decisions except:
1. what will be the general atmosphere of your
establishment.
2. where and how much you will advertise.
3. what customer service training you will provide
for employees.
4. the types and amounts of coffee you will serve.
AK, 7e – Chapter 11
10-45
Q: Bloomingdale’s is known for
running spectacular shows
featuring goods from a certain
country, such as India or China.
These shows are examples of:
1. service mix.
2. store atmosphere.
3. product assortment.
4. country range.
AK, 7e – Chapter 11
10-46
Q: The ________ concept suggests that many
new forms of retailing begin as low-margin,
low-price, low-status operations, which take
the place of other such retailers who have,
over time, added services and moved upscale.
1. retail life cycle
2. wheel-of-retailing
3. scrambled merchandising
4. merchant wholesaling
AK, 7e – Chapter 11
10-47
Q: Which of the following is not
a current retailing trend?
1. The demise of the
department store
2. Online retailing
3. Global retailing
4. The rise of megaretailers
AK, 7e – Chapter 11
10-48
Q: Which of the following
middlemen takes title to the
goods they are selling?
1. Agents
2. Brokers
3. Merchant wholesalers
4. Cash-and-carry wholesalers
AK, 7e – Chapter 11
10-49
Q: Which of the following
services do wholesalers
provide to retailers?
1. Retail pricing
2. Accounting services
3. Online transactions
4. All of the above
AK, 7e – Chapter 11
10-50
Q: Which of the following is not
a likely trend in the wholesaling
industry?
1. Geographic expansion of
operations
2. Vertical integration
3. Increase in services provided
4. Increase in the number of
wholesalers
AK, 7e – Chapter 11
10-51
EXAMPLES of what you could do. PLS. DO NOT DO
MORE THAN ONE OF ANY OF THESE:
Radio Commercial
TV commercial
Magazine Ad
Newspaper AD
Outdoor Ad
Direct Mail Piece
Point-of-Purchase Display
Brochure
Internet Ad
Press Release
Specialty Advertising Item like: A refrigerator * *
Coupons
Premiums such as Refrigerator Magnet, Key Chain, or some other type of
inexpensive item
Sales Literature for Sales Representatives
Newspaper Inserts
Self-liquidating Premium: Example: Bud Light Sports Bag which customer
buys at a reduced price if he/she buys a case of Bud Light.
AK, 7e – Chapter 11
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