Marketing Channels and
Supply Chain Management
Supply Chain Management
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12
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Prepared byPrepared bywahabs wahabs
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Learning Objectives
Learning Objectives
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1. Explain what a marketing channel is and
Explain what a marketing channel is and
why intermediaries are needed.
why intermediaries are needed.
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2.
2. Define the types of channel intermediaries
Define the types of channel intermediaries
and describe their functions and activities.
and describe their functions and activities.
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Learning Objectives (continued)
Learning Objectives (continued)
3 Describe the channel structures for
3 Describe the channel structures for
3. Describe the channel structures for
3. Describe the channel structures for
consumer and business
consumer and business--to
to--business
business
products and discuss alternative channel
products and discuss alternative channel
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12
arrangements.
arrangements.
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4 Define supply chain management and
Define supply chain management and
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4.
4. Define supply chain management and
Define supply chain management and
discuss its benefits.
discuss its benefits.
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5.
5. Discuss the issues that influence channel
Discuss the issues that influence channel
strategy.
strategy.
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Learning Objectives (continued)
Learning Objectives (continued)
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6
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6. Explain channel leadership, conflict, and
Explain channel leadership, conflict, and
partnering.
partnering.
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7.
7. Describe the logistical components of the
Describe the logistical components of the
supply chain.
supply chain.
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8.
8. Discuss the concept of balancing logistics
Discuss the concept of balancing logistics
service and cost
service and cost
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service and cost.
service and cost.
Learning Objectives (continued)
Learning Objectives (continued)
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9
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9.
9. Discuss new technology and emerging
Discuss new technology and emerging
trends in supply chain management.
trends in supply chain management.
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10.
10. Discuss channels and distribution
Discuss channels and distribution
decisions in global markets.
decisions in global markets.
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11.
11. Identify the special problems and
Identify the special problems and
opportunities associated with distribution
opportunities associated with distribution
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opportunities associated with distribution
opportunities associated with distribution
in service organizations.
in service organizations.
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Learning Objective
1
Learning Objective
Marketing Channels
1
Marketing Channels
Marketing
Channel
A set of interdependent organizations that ease the transfer of ownership as
products move from producer to
Channel
products move from producer to business user or consumer.Supply
Ch i
The connected chain of all the business entities, both internal and external to the
th t f t th
Chain
company, that perform or support the logistics function.Marketing Channel Functions
1
Marketing Channel Functions
Specialization and
Specialization and
Division of Labor
Channels
Channels
Fulfill
Three
Overcoming
Di
i
Important
Functions
Discrepancies
Specialization and
Di i i
f L b
1
Division of Labor
z
Provides econom ies of scale
z
Aids producers w ho lack resources t o
p
m arket direct ly
z
Builds good relat ionships w it h cust om ers
Overcoming Discrepancies
1
Overcoming Discrepancies
Discrepancy
of
The difference between the amount of product produced and the
Quantity
Discrepancy
p p
amount an end user wants to buy.
The lack of all the items a
Discrepancy
of
Assortment
The lack of all the items a customer needs to receive full
satisfaction from a product or products
Overcoming Discrepancies
1
Overcoming Discrepancies
Temporal
Discrepancy
A situation that occurs when a product is produced but a
Discrepancy
customer is not ready to buy it.p pThe difference between the
Spatial
Discrepancy
The difference between the location of a producer and the
location of widely scattered markets scattered markets.
Contact Efficiency
1
Contact Efficiency
Zenith Sony RCA Toshiba
Zenith Sony RCA Toshiba
Learning Objective
2
Learning Objective
Define the types of channel
Define the types of channel
intermediaries and describe their
intermediaries and describe their
functions and activities.
functions and activities.
Channel Intermediaries
2
Channel Intermediaries
Retailer
A channel intermediary that sells mainly to customers.Merchant
Wh l
l
An institution that buys goods from manufacturers, takes title
t d t th
Wholesaler
to goods, stores them, and resells and ships them.Agents and
Brokers
Wholesaling intermediaries who facilitate the sale of a product by
Channel Intermediaries
2
Channel Intermediaries
Retailers
Retailers
Take Title to Goods
Take Title to Goods
Merchant
Merchant
Wholesalers
Wholesalers
Take Title to Goods
Take Title to Goods
Agents
Agents
Take Title to Goods
Take Title to Goods
Agents
Agents
and
and
Brokers
Brokers
Do NOT Take Title to Goods
Do NOT Take Title to Goods
Channel Functions
P f
d b I t
di i
2
Performed by Intermediaries
Contacting/Promotion
Negotiating
Risk Taking
Transactional
Functions
Risk Taking
Logistical
Physically distributing
Logistical
Functions
StoringSorting
Facilitating
g
ResearchingLogistics
2
Logistics
Th
f
The process of
st rat egically m anaging t he
ff
fl
d
efficient flow and st orage
of raw m at erials,
in-process invent ory, and
finished goods from point
of origin t o point of
consum pt ion.
Learning Objective
3
Learning Objective
Describe the channel structures
Describe the channel structures
for consumer and
for consumer and
business
business--to
to--business products
business products
and discuss alternative
Channels for Consumer Products
3
Channels for Consumer Products
Wholesaler
Wholesaler
Channel
Channel
Retailer
Retailer
Channel
Channel
Direct
Direct
Ch
l
Ch
l
Agent/Broker
Agent/Broker
Ch
l
Ch
l
Producer Producer Producer Producer
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Agents or Brokers
Wholesalers Wholesalers
Retailers Retailers Retailers
Channels for
Business-to-Business Products
3
Business Products
Agent/Broker Agent/Broker Industrial Industrial DirectDirect Agent/BrokerAgent/Broker DirectDirect
Producer Producer Producer Producer
g g Channel Channel Distributor Distributor Channel Channel Producer Channel Channel g g Industrial Industrial Channel Channel
I d t i l I d t i l
Agents or Brokers
Agents or Brokers
Alternative Channel Arrangements
3
Alternative Channel Arrangements
M lti l Ch l Multiple Channels
Different Different Channels Channels
Nontraditional Channels May be Used
May be Used
Adaptive Channels
Learning Objective
4
Learning Objective
4
Define supply chain management
Define supply chain management
and discuss its benefits.
and discuss its benefits.
Supply Chain Management
4
Supply Chain Management
4
A m anagem ent syst em
t hat coordinat es and
int egrat es all of t he
act ivit ies perform ed by
supply chain m em bers
int o a seam less process,
from t he source t o t he
point of consum pt ion.
Supply Chain Management
4
Supply Chain Management
4
Focus on Innovative Solutions
Competitive with focus on Customer Satisfaction
Results
Results
of
of
Supply Chain
Supply Chain
Synchronized Flow
Supply Chain
Supply Chain
Management
Management
Customer ValueRole of Supply Chain Management
4
Role of Supply Chain Management
4
Communicator of
customer demand from point of sale to supplier
R l
f
R l
f
R l
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R l
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point of sale to supplierRole of
Role of
Supply Chain
Supply Chain
Management
Management
Role of
Role of
Supply Chain
Supply Chain
Management
Management
Physical flow process that engineers the
Management
Management
Management
Management
Supply Chain Management
A ti iti
4
Activities
4
Determine channel strategy and
M l ti hi
gy level of distribution intensity
Manage relationships in the supply chain
Manage the logistical components of the supply chain
Balance the costs of the supply chain
with the service level demanded by customer
27
Benefits of
S
l Ch i M
t
4
Supply Chain Management
4
Reduced Costs
Improved Service
Common Benefits Common Benefits
of Supply Chain of Supply Chain
Management
Learning Objective
5
Learning Objective
5
Discuss the issues that
Discuss the issues that
influence channel strategy.
influence channel strategy.
Channel Strategy Decisions
5
Channel Strategy Decisions
Issues that Influence Ch l St t
Market Factors
5
Market Factors
Customer Profiles
5
Customer Profiles
C I d t i l
Consumer or Industrial Customer
Market Factors Market Factors
That Affect That Affect
Size of Market That Affect
That Affect Channel Channel Choices
Choices Geographic Location
Product Factors
5
Product Factors
Product Complexity
5
Product Complexity
Product Price
Product Factors Product Factors
That Affect That Affect
Product Life Cycle at ect
at ect Channel Channel Choices
Producer Factors
5
Producer Factors
5
Producer Resources
Number of Product Lines
Producer Factors Producer Factors Producer Factors Producer Factors
That Affect That Affect That Affect That Affect
Channel Channel Choices Choices
Desire for Channel Control
Levels of Distribution Intensity
5
Levels of Distribution Intensity
5
Intensity Level
Intensity Level ObjectiveObjective Number of Number of Intermediaries Intermediaries y
y jj
Intermediaries Intermediaries
Intensive Achieve mass marketsellingselling. Many
Convenience goods. Work with selected
i t di i
Many
Selective Shopping and some intermediaries.
specialty goods.
Several
Exclusive intermediary. Specialty
Work with single intermediary. Specialty
goods and industrial equipment
Learning Objective
6
Learning Objective
6
E
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Explain channel leadership,
Explain channel leadership,
conflict, and partnering.
conflict, and partnering.
Managing Channel Relationships
6
Managing Channel Relationships
Channel Power
6
Channel Control Channel Power
Channel Leadership Channel Control
Social
Social
Dimensions
Dimensions
of Channels
of Channels
Channel Conflict Channel Leadership
of Channels
of Channels
Channel Partnering Channel Conflict
Channel Power,
C
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d L
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6
Control, and Leadership
Ch
l
A channel member’s capacity to6
Channel
Power
A channel member s capacity to control or influence the behavior
of other channel members
Channel
C
t
l
A situation that occurs when one marketing channel member
i t ti ll ff t th
Control
intentionally affects another member’s behavior.Channel
Leader
A member of a marketing channel that exercises authority/power over
the activities of other members.
Channel Conflict
6
Channel Conflict
6
A clash of goals and m et hods
bet w een dist ribut ion channel
bet w een dist ribut ion channel
m em bers.
H
i
t l
Horizontal
Conflict
Occurs among channel members on the same level
Vertical
Conflict
Channel Partnering
6
Channel Partnering
6
The j oint effort of all
channel m em bers t o
channel m em bers t o
creat e a supply chain t hat
serves cust om ers and
serves cust om ers and
creat es a com pet it ive
advant age
advant age.
Transaction- vs.
P t
hi B
d Fi
6
Partnership-Based Firms
Transaction
Transaction--Based Based PartnershipPartnership--Based Based
6
Short-term relationships Multiple suppliers Long-term relationships Few suppliers p pp Adversarial relationships Price dominates pp Cooperative partnershipsValue-added services dominate Price dominates
Minimal supplier investment Minimal information sharing
Value added services dominate High supplier/buyer investment Extensive information sharing Minimal information sharing
Firms are independent Minimal functional
Extensive information sharing Firms are interdependent
Learning Objective
7
Learning Objective
7
D
ib th l
i ti
l
t
D
ib th l
i ti
l
t
Describe the logistical components
Describe the logistical components
of the supply chain.
of the supply chain.
Integrated Logistical
Components of the Supply
Ch i
7
Chain
Sourcing & Procurement
7
g
Production Scheduling
S
ystem
Order Processing & Customer Service
Supply Supply Chain Chain rmation S Inventory Control Team Team & tics Info r
Warehouse & Materials Handling
Transportation
Logis
t
Sourcing and Procurement
7
Sourcing and Procurement
Plan
7
Develop S ifi ti
Purchasing Strategies
Select S li
Specifications
Role of
Role of
Purchasing
Purchasing
Departments
Departments
Negotiate P i
Suppliers
Departments
Departments
Negotiate Ser ice Le els
Price
43
Production Scheduling
7
Production Scheduling
7
Traditional Focus
Traditional Focus Customer FocusCustomer Focus
Push/Pull
Strategy Push
Start of
Pull
Customer Order Start of
Production
M f t i
Inventory-Based
M P d ti
Customer-Order Based
M C t i ti
Just in Time Manufacturing
7
Just-in-Time Manufacturing
7
A process t hat redefines
and sim plifies
m anufact uring by
reducing invent ory levels
and delivering raw
m at erials j ust when t hey
are needed on t he
product ion line.
45
Benefits of JIT
7
Benefits of JIT
7
z
Reduces raw m at erial invent ories
z
Short ens lead t im es
zShort ens lead t im es
z
Creat es bet t er supplier relat ionships
z
Reduces product ion and st oreroom
cost s
Electronic Data Interchange
7
Electronic Data Interchange
7
I nform at ion t echnology
t h t l
t hat replaces paper
docum ent s t hat
b
i
accom pany business
t ransact ions.
Inventory Control System
7
Inventory Control System
7
A m et hod of developing
and m aint aining an
adequat e assort m ent of
m at erials or product s t o
p
m eet a m anufact urer ’s or
Warehouse and
M t i l H
dli
7
Materials-Handling
7
Receive goods into g warehouse
Id tif t d
Functions
Functions
of
of
Identify, sort and label goods
Materials
Materials
Handling
Handling
Dispatch the goods totemporary storageRecall, select, or pick the goods for shipment
49
Transportation
7
Transportation
Cost
7
Cost
Transit Time
Reliability
Capability
Criteria
Criteria
for
for
T
t ti
T
t ti
AccessibilityTraceability
Transportation
Transportation
Mode
Mode
Choice
Criteria for Ranking
M d
f T
t ti
7
Modes of Transportation
7
Highest
Highest LowestLowest
Relative Cost
g g
Air Truck Rail Pipe Water
Transit Time
Reliability
Water Rail Pipe Truck Air
Pipe Truck Rail Air Water Reliability
Capability
Pipe Truck Rail Air Water
Water Rail Truck Air Pipe
Accessibility
T bilit
Truck Rail Air Water Pipe
51
Learning Objective
8
Learning Objective
8
Di
th
t f
Di
th
t f
Discuss the concept of
Discuss the concept of
Logistics Service
8
Logistics Service
8
I nt errelat ed act ivit ies
perform ed by a m em ber
perform ed by a m em ber
of t he supply chain t o
ensure t hat t he right
ensure t hat t he right
product is in t he right
place at t he right t im e
place at t he right t im e.
Logistical Competencies
8
Logistical Competencies
8
Devise logist ics service st rat egies as a
z
Devise logist ics service st rat egies as a
m eans of com pet it ive different iat ion
z
I nt egrat e m em bers of supply chain t o
achieve operat ing excellence
z
Respond quickly t o changing logist ical
requirem ent s
q
z
Const ant ly m onit or all aspect s of t he
Learning Objective
9
Learning Objective
9
Discuss new technology
Discuss new technology
and emerging trends in
and emerging trends in
l
h i
t
l
h i
t
supply chain management.
supply chain management.
Trends in
S
l Ch i M
t
9
Supply Chain Management
9
Learning Objective
10
10
Learning Objective
10
10
Di
h
l
d di t ib ti
Di
h
l
d di t ib ti
Discuss channels and distribution
Discuss channels and distribution
decisions in global markets.
decisions in global markets.
Channels and Distribution
D
i i
f
Gl b l M k t
10
10
Decisions for Global Markets
10
10
Channel structure differs
Channel types differ
Global Channel
Global Channel
Development
Development
yp“Gray” marketing channels
Development
Development
Global Supply
Global Supply
Awareness of trade legalities
Global Supply
Global Supply
Chain Management
Chain Management
Learning Objective
11
11
Learning Objective
11
11
Id
tif th
i l
bl
d
Id
tif th
i l
bl
d
Identify the special problems and
Identify the special problems and
opportunities associated with
opportunities associated with
distribution in service organizations
distribution in service organizations
distribution in service organizations.
distribution in service organizations.
Channels and Distribution
D
i i
f
S
i
11
11
Decisions for Services
11
11
Mi i i i it ti
Minimizing wait times
Managing service capacity
Areas of Focus Areas of Focus
for
for Improving delivery
for for
Service Distribution Service Distribution
p g y