Key Concepts Marketing Channels A set of interdependent ORGANIZATIONS that ease the transfer of ownership as products move from producer to business user or consumer. Supply Chain The connected chain of all the business entities, both internal and external to the company, that perform or support the LOGISTICS function. Specialization and division of labor Overcoming discrepancies Providing contact efficiency Creates greater efficiency Provides lower costs Achieves economies of scale Aids producers who lack resources to market directly Builds good relationships with customers Who are the channel intermediaries and what value do they provide? Retailer A channel intermediary that sells mainly to FINAL USERS. Merchant Wholesaler An institution that BUYS goods from manufacturers, takes title to goods, stores them, and RESELLS and ships them. Agents and Brokers Wholesaling intermediaries who facilitate the sale of a product by REPRESESNTING channel members. Retailers Take Title to Goods Merchant Wholesalers Take Title to Goods Agents and Brokers Do NOT Take Title to Goods Product characteristics Buyer considerations Market characteristics Contacting/Promotion Transactional Functions Negotiating Risk Taking Physically distributing Logistical Functions Storing Sorting Facilitating Functions Researching Financing Logistics Logistics The process of strategically managing the EFFICIENT FLOW AND STORAGE of raw materials, in-process inventory, and finished goods from point of origin to point of consumption. CHANNEL INTERMEDIARIES CHANNEL FUNCTIONS Perform Retailers Transactional Wholesalers Logistical Agents and Brokers Facilitating Direct Channel Retailer Channel Wholesaler Channel Agent/Broker Channel Producer Producer Producer Producer Agents or Brokers Consumers Wholesalers Wholesalers Retailers Retailers Retailers Consumers Consumers Consumers Direct Channel Direct Channel Producer Producer Agent/Broker Industrial Agent/Broker Industrial Distributor Channel Channel Producer Producer Producer Agents or Brokers Agents or Brokers Industrial Distributor Industrial Distributor Industrial User Govt. Buyer Industrial User Industrial User Industrial User Multiple channels Nontraditional channels Strategic channel alliances CONSUMER CHANNELS BUSINESS CHANNELS ALTERNATIVE CHANNELS Direct Direct Multiple Retail Industrial Nontraditional Wholesaler Agent/broker Agent/broker Agent/broker industrial Strategic alliances Supply Chain A management system that coordinates and integrates all of the activities performed by supply chain members into a seamless process, from the source to the point of consumption, resulting in enhanced customer and economic value. Communicator of customer demand from point of sale to supplier Physical flow process that engineers the movement of goods Means of differentiation Reduced costs Greater supply chain flexibility Improved customer service Higher revenues Factors Affecting Channel CHOICE Level of Distribution INTENSITY Market Factors Intensive Distribution Product Factors Selective Distribution Producer Factors Exclusive Distribution Customer profiles Consumer or Industrial Customer Market Factors That Affect Channel Choices Size of market Geographic location Product Complexity Product Price Product Standardization Product Factors That Affect Channel Choices Product Life Cycle Product Delicacy Customer profiles Consumer or Industrial Customer Market Factors That Affect Channel Choices Size of market Geographic location Product Complexity Product Price Product Standardization Product Factors That Affect Channel Choices Product Life Cycle Product Delicacy Producer Resources Number of Product Lines Producer Factors That Affect Channel Choices Desire for Channel Control Intensity Level Objective Number of Intermediaries Intensive Achieve mass market selling. Convenience goods. Many Selective Work with selected intermediaries. Shopping and some specialty goods. Several Exclusive Work with single intermediary. Specialty goods and industrial equipment. One What are the issues that influence channel strategy? Power Control Leadership Conflict Partnering Channel Power A channel member’s capacity to CONTROL OR INFLUENCE the behavior of other channel members Channel Control A situation that occurs when one marketing channel member 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 Channel Partnering LO6 A clash of goals and methods between distribution channel members The joint effort of all channel members to create a supply chain that serves customers and creates a competitive advantage Conflicts may occur if channel members: Have CONFLICTING goals Fail to fulfill EXPECTATIONS of other channel members Have IDEOLOGICAL differences Have different PERCEPTIONS of reality Transaction-Based Partnership-Based Supplier / Manufacturer Relationships Short-term Adversarial Independent Price important Long-term Cooperative Dependent Value-added services Number of Suppliers Many Few Information Sharing Minimal High Investment Required Minimal High Channel Power, Control, Leadership Channel Partnering Channel Relationship Synergy Channel Conflict Horizontal Vertical Supply Chain Team Logistics Information System Sourcing & Procurement Production Scheduling Order Processing Inventory Control Warehouse & Materials Handling Transportation The Role of Purchasing: Plan purchasing strategies Develop specifications Select suppliers Negotiate price and service levels Reduce costs Traditional Focus Customer Focus Push / Pull Strategy Push Pull Start of Production InventoryBased Customer-Order Based Manufacturing Mass Production Mass Customization JIT A process that redefines and simplifies manufacturing by reducing inventory levels and delivering raw materials JUST WHEN THEY ARE NEEDED on the production line. Reduces raw material inventories Shortens lead times Creates better supplier relationships Reduces production and storeroom costs Reduces paperwork Receive high-quality parts Meet supplier delivery commitments Have a crisis management plan Electronic Data Interchange INFO TECHNOLOGY that replaces paper documents that accompany business transactions with electronic transmission of the information. Inventory Control System A method of developing and maintaining an adequate assortment of materials or products to meet a manufacturer’s or a customer’s demand. Materials Requirement Planning (MRP) An inventory control system that manages the replenishment of raw materials, supplies, and components from the supplier to the manufacturer. Distribution Resource Planning (DRP) An inventory control system that manages the replenishment of goods from the manufacturer to the final consumer. RECEIVE goods into warehouse Identify, sort, and label goods DISPATCH the goods to temporary storage Recall, select, or pick the goods for shipment Lowest Highest Relative Cost Transit Time Air Truck Rail Pipe Water Water Rail Pipe Truck Air Reliability Pipe Truck Rail Air Water Capability Water Rail Truck Air Pipe Accessibility Truck 7 LO Rail Air Water Pipe Traceability Truck Rail Water Pipe Air Advanced computer technology Outsourcing of logistics functions Electronic distribution Automatic identification systems - Bar coding - Radio frequency technology Communications technology Supply chain software systems Outsourcing Benefits Reduce inventories Locate stock at fewer plants and distribution centers Provide same or better levels of service Channels and Distribution Decisions for Global Markets Global Channel Development Channel structure and type differ Gray marketing channels Awareness of trade legalities Global Supply Chain Management Transportation Issues Channels and Distribution Decisions for Services Minimizing wait times Managing service capacity Improving service delivery Distribution in Service Organizations