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WordPress Shortcode. Kimberly poriocollege student at school Follow. Published in: Business. Full Name Comment goes here. Are you sure you want to Yes No. Malik Faisal. No Downloads. Views Total views. Actions Shares. No notes for slide. Chapter 11 marketing channels and supply chain management 1. It is through their dealers who provide and build strong customer relationships in their communities.
The entire system is linked by a single worldwide computer network. The system is built through mutual trust and shared dreams. Caterpillar and their dealers shared pride as they achieve together.The primary purpose of any channel of distribution is to bridge the gap between the producer of a product and its user.
Identify the types of institutions that participate in marketing channels, and the three primary functions of these channels. The primary purpose of any channel of distribution is to bridge the gap between the producer of a product and the user of it, whether the parties are located in the same community or in different countries thousands of miles apart. The channel of distribution is defined as the most efficient and effective manner in which to place a product into the hands of the customer.
The channel is composed of different institutions that facilitate the transaction and the physical exchange. A channel performs three important functions. Not all channel members perform the same function. The functions are:. These functions are necessary for the effective flow of product and title to the customer and payment back to the producer. First, although you can eliminate or substitute channel institutions, the functions that these institutions perform cannot be eliminated.
Typically, if a wholesaler or a retailer is removed from the channel, its function will either shift forward to a retailer or the consumer, or shift backward to a wholesaler or the manufacturer. For example, a producer of custom hunting knives might decide to sell through direct mail instead of retail outlets.
The producer absorbs the sorting, storage, and risk functions; the post office absorbs the transportation function; and the consumer assumes more risk in not being able to touch or try the product before purchase.
Second, all channel institutional members are part of many channel transactions at any given point in time. As a result, the complexity of all transactions may be quite overwhelming.
Consider how many different products you purchase in a single year and the vast number of channel mechanisms you use. Third, the fact that you are able to complete all these transactions to your satisfaction, as well as to the satisfaction of the other channel members, is due to the routinization benefits provided through the channel. Routinization means that the right products are most always found in places where the consumer expects to find them such as catalogues or storescomparisons among products are possible, prices are marked, and methods of payment are available.
Routinization aids the producer as well as the consumer, because it tells the producer what to make, when to make it, and how many units to make.
Fourth, there are instances when the best channel arrangement is direct, from the producer to the ultimate user. This is particularly true when available middlemen are incompetent or unavailable, or the producer feels he or she can perform the tasks better. Similarly, it may be important for the producer to maintain direct contact with customers so quick and accurate adjustments can be made.
Direct-to-user channels are common in industrial settings, as are door-to-door selling and catalogue sales. Indirect channels are more typical and result, for the most part, because producers are not able to perform the tasks provided by middlemen.Youth social inclusion and exclusion
Finally, although the notion of a channel of distribution may sound unlikely for a service product such as health care or air travelservice marketers also face the problem of delivering their product in the form and at the place and time demanded by the customer.
The medical community provides emergency medical vehicles, outpatient clinics, hour clinics, and home-care providers. Even performing arts employ distribution channels.
In all three cases, the industries attempt to meet the special needs of their target markets while differentiating their product from that of their competition.Learning Objectives After studying this chapter, you should be able to: 1. Explain how companies use marketing channels and discuss the functions these channels perform 2. Discuss how channel members interact and how they organize to perform the work of the channel 3. Identify the major channel alternatives open to a company 4.
Explain how companies select, motivate, and evaluate channel members 5. Discuss the nature and importance of marketing logistics and integrated supply chain management Copyright Pearson Education South Asia Pte Ltd Chapter Outline 1.
Supply Chains and the Value Delivery Network 2. The Nature and Importance of Marketing Channels 3. Channel Behavior and Organization 4. Channel Design Decisions 5. Channel Management Decisions 6. Public Policy and Distribution Decisions 7. Supply Chains and the Value Delivery Network Supply Chain Partners Upstream partners include raw material suppliers, components, parts, information, finances, and expertise to create a product or service.
Downstream partners include the marketing channels or distribution channels that look toward the customer. Supply Chains and the Value Delivery Network Supply Chain Views Supply chain make and sell view includes the firms raw materials, productive inputs, and factory capacity.
Demand chain sense and respond view suggests that planning starts with the needs of the target customer and the firm responds to these needs by organizing a chain of resources and activities with the goal of creating customer value. Supply Chains and the Value Delivery Network Value Delivery Network The value delivery network is the firms suppliers, distributors, and ultimately, customers who partner with each other to improve the performance of the entire system.
How do channel firms interact and organize to do the work of the channel? What role do physical distribution and supply chain management play in attracting customers? The Nature and Importance of Marketing Channels Marketing Channel Defined A marketing channel is a set of independent organizations that help make a product or service available for use or consumption by the consumer or business users. The Nature and Importance of Marketing Channels How Channel Members Add Value Channel members add value by bridging the major time, place, and possession gaps that separate goods and services from those who would use them.
The Nature and Importance of Marketing Channels How Channel Members Add Value Producers use intermediaries because they create greater efficiency in making goods available to target markets.We have discussed the channel partners, the roles they fill, and the structures they create. Marketers have long recognized the importance of managing distribution channel partners. As channels have become more complex and the flow of business has become more global, organizations have recognized that they need to manage more than just the channel partners.
They need to manage the full chain of organizations and transactions from raw materials through final delivery to the customer— in other words, the supply chain. Supply chain activities involve the transformation of natural resources, raw materials, and components into a finished product that is delivered to the end customer.
Supply chain management takes a different approach. Successful organizations develop effective, respectful partnerships between the marketing and supply chain teams. When the supply chain team understands the market dynamics and the points of flexibility in product and pricing, they are better able to optimize the distribution process. When marketing has the benefit of effective supply chain management—which is analyzing and optimizing distribution within and beyond the marketing channels—greater value is delivered to customers.
Skip to main content. Module Place: Distribution Channels. Search for:. Marketing Channels vs. Supply Chains Learning Objectives Differentiate between marketing channels and the supply chain. Importantly, it also includes coordination and collaboration with channel partners, which can be suppliers, intermediaries, third-party service providers, and customers.
In essence, supply chain management integrates supply and demand management within and across companies. Supply Chain Management is an integrating function with primary responsibility for linking major business functions and business processes within and across companies into a cohesive and high-performing business model. It includes all of the logistics management activities noted above, as well as manufacturing operations, and it drives coordination of processes and activities with and across marketing, sales, product design, finance and information technology.
Nagurney, Anna Cheltenham, UK: Edward Elgar. ISBN Licenses and Attributions. CC licensed content, Original.Instead of brand versus brand or company versus company, then network is increasingly suppliers-brand-company versus suppliers-brand-company. Top-performing supply chains have three distinct qualities. First, they are agile enough to react readily to sudden changes in demand or supply. Second, they adapt over time as market structures and environmental conditions change.
And third, they align the interests of all members of the supply-chain network in order to optimize performance.
Principles of Marketing - Marketing Channels & Supply Chain Management
Supply-chain management SCM has three principal components: a creating the supply-chain network structure, b developing supply-chain business processes, and c managing the supply-chain activities. The supply-chain network structure consists of the member firms and the links between these firms.
Business processes are the activities that produce a specific output of value to the customer. The management function integrates the business processes across the supply chain.
The best companies create supply chains that can respond to sudden and unexpected changes in markets. Agility—the ability to respond quickly and cost-effectively to unexpected change—is critical because in most industries, both demand and supply fluctuate more rapidly and widely than they used to.
Key to increasing agility and resilience is building flexibility into the supply-chain structure, processes, and management. Global companies must be able to adapt their supply networks when markets or strategies change. Companies that compete primarily on the basis of operational effectiveness typically focus on creating supply chains that deliver goods and services to consumers as quickly and inexpensively as possible.
They invest in state-of-the-art technologies and employ metrics and reward systems aimed at boosting supply-chain performance. For companies competing on the basis of customer intimacy or product leadership, a focus on efficiency is not enough; agility is a key factor. Customer-intimate companies must be able to add and delete products and services as customer needs change; product leadership companies must be able to adapt their supply chains to changes in technology and to capitalize on new ideas.
Leading companies take care to align the interests of all the firms in their supply chain with their own. This is important because every supply-chain partner firm—whether a supplier, an assembler, a distributor, or a retailer—will focus on its own interests. Section Previous Section.Adagio seafood restaurant bethlehem pa
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Marketing Chapter 12 : Marketing Channels And Supply Chain Management
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Chapter 12: Marketing Channels and Supply Chain Management
A set of interdependent organizations that ease the transfer of ownership as products more from producer to business user or consumer. Channel Members. All parties in the marketing channel that negotiate with one another, but and sell products, and facilitate the change of ownership between buyer and seller in the course of moving the product from the manufacturer into the hands of the final consumer.
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Actions Shares. No notes for slide. Marketing Channel Functions Specialization and division of labor Overcoming discrepancies Providing contact efficiency 5. Overcoming Discrepancies Discrepancy of Quantity Discrepancy of Assortment The difference between the amount of product produced and the amount an end user wants to buy. The lack of all the items a customer needs to receive full satisfaction from a product or products.
Providing Contact Efficiency 7.
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