Professional Documents
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Marketing Channel Supply Chain Management
Marketing Channel Supply Chain Management
Chain Management
Contents
• Marketing Channel & Supply Chain Management
• Supply Chains & the Value Delivery Network
• The importance of marketing channels
• Channel Members Adding Value
• Channel Behavior and Organization
• Changing Channel Organization
• Channel Design Decisions
• Designing International Distribution Channels
• Channel Management Decisions
• Nature and Importance of Marketing Logistics
• Major Logistics Functions
• Integrated Logistics Management
Marketing Channel
• Information
• Finances
• Expertise
Downstream
• Marketing and Distribution Channels that look
forward toward the customer.
• Wholesalers
• Retailers
Value Delivery Network
• Disintermediation
• Product or service producers cut out intermediaries
& go directly to final buyers.
• Dell, Southwest airlines.
Channel Design Decisions
Types:
1. Company sales force
2. Manufacturer’s agency
3. Industrial distributors: find distributors in different
regions for industries.
Identifying major alternatives
Number:
• Intensive distribution
• Exclusive distribution: limited number of dealers,
often seen for luxury cars & prestige women clothing
• Selective distribution: Selecting certain distributors
to build higher profitable relationship with selected
channel members.
Evaluating the major alternatives
• Exclusive distribution
• Exclusive dealing: dealers cannot handle
competitors’ products.
• Exclusive territorial agreements.
Nature and Importance of Marketing Logistics
1. Warehousing
Product and consumption cycles rarely match so companies
must store their tangible goods.
• Storage warehouse
• Distribution warehouse
2. Inventory Management
Avoiding a situation of carrying too little or carrying too
much.
Just-in-time logistics system: new stock arrives exactly
when needed.
Major Logistics Functions
3. Transportation
Modes: truck (most used), rail, water, pipeline, and air.
Internet for digital products.
Intermodel transportation
Logistics Information Management