【企管资料】-销售：管理有利润的客户关系13.ppt

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1、Marketing Channels and Supply Chain ManagementChapter 13ObjectivesKnow why companies use distribution channels and understand the functions that these channels perform.Learn how channel members interact and how they organize to perform the work of the channel.Know the major channel alternatives that

2、 are open to a company.1ObjectivesComprehend how companies select,motivate,and evaluate channel members.Understand the nature and importance of marketing logistics and integrated supply chain management.2Dominates worlds Dominates worlds Dominates worlds Dominates worlds markets for heavy markets fo

3、r heavy markets for heavy markets for heavy construction and construction and construction and construction and mining equipment.mining equipment.mining equipment.mining equipment.Independent dealers Independent dealers Independent dealers Independent dealers are key to success are key to success ar

4、e key to success are key to success Dealer network is Dealer network is Dealer network is Dealer network is linked via computerslinked via computerslinked via computerslinked via computersCaterpillar stresses Caterpillar stresses Caterpillar stresses Caterpillar stresses dealer profitability,dealer

5、profitability,dealer profitability,dealer profitability,extraordinary dealer extraordinary dealer extraordinary dealer extraordinary dealer support,personal support,personal support,personal support,personal relationships,dealer relationships,dealer relationships,dealer relationships,dealer performa

6、nce and full,performance and full,performance and full,performance and full,honest,and frequent honest,and frequent honest,and frequent honest,and frequent communications communications communications communications CaterpillarCase Study3DefinitionValue Delivery NetworkThe network made up of the com

7、pany,suppliers,distributors,and ultimately customers who“partner”with each other to improve the performance of the entire system.4Channel choices affect other decisions in the marketing mixPricing,Marketing communicationsPricing,Marketing communicationsA strong distribution system can be a competiti

8、ve advantageChannel decisions involve long-term commitments to other firmsNature&Importance of Marketing Channels5How Channel Members Add ValueIntermediaries require fewer contacts to Intermediaries require fewer contacts to move the product to the final purchaser.move the product to the final purch

9、aser.Intermediaries help match product Intermediaries help match product assortment demand with supply.assortment demand with supply.Intermediaries help bridge major time,Intermediaries help bridge major time,place,and possession gaps that separate place,and possession gaps that separate products fr

10、om those who would use them.products from those who would use them.Nature&Importance of Marketing Channels6Key Functions Performed by Channel MembersNature&Importance of Marketing ChannelsInformationInformationPromotionPromotionContactContactMatchingMatchingNegotiationNegotiationPhysical Distributio

11、nPhysical DistributionFinancingFinancingRisk takingRisk taking7Number of Channel LevelsThe number of intermediary levels The number of intermediary levels indicates the length of a marketing channel.indicates the length of a marketing channel.vv Direct Channels Direct Channelsvv Indirect Channels In

12、direct ChannelsProducers lose more control and face Producers lose more control and face greater channel complexity as additional greater channel complexity as additional channel levels are added.channel levels are added.Nature&Importance of Marketing Channels8Channel Members Are Connected Via A Var

13、iety of FlowsNature&Importance of Marketing ChannelsPhysical FlowPayment FlowInformation FlowPromotion Flow Flow of Ownership9Channel ConflictOccurs when channel members disagree on Occurs when channel members disagree on roles,activities,or rewards.roles,activities,or rewards.Types of Conflict:Type

14、s of Conflict:vv Horizontal conflict:Horizontal conflict:occurs among firms at the occurs among firms at the same channel level same channel levelvv Vertical conflict:Vertical conflict:occurs among firms at different occurs among firms at different channel levelschannel levelsChannel Behavior and Or

15、ganization10Vertical Marketing Systems Corporate VMSCorporate VMS Contractual VMSContractual VMSvv Manufacturer-sponsored retailer franchise systemManufacturer-sponsored retailer franchise systemvv Manufacturer-sponsored wholesaler franchise Manufacturer-sponsored wholesaler franchise systemsystemvv

16、Service-firm-sponsored retailer franchise systemService-firm-sponsored retailer franchise system Administered VMSAdministered VMSChannel Behavior and Organization11Multichannel Distribution SystemsAlso called hybrid marketing channelsAlso called hybrid marketing channelsOccurs when a firm uses two o

17、r more Occurs when a firm uses two or more marketing channels marketing channels Hybrid marketing has many advantagesHybrid marketing has many advantagesChanging Channel OrganizationDisintermediationDisintermediationChannel Behavior and Organization12Step 1:Analyzing Consumer NeedsCost and feasibili

18、ty of meeting needs must Cost and feasibility of meeting needs must be considered be considered Step 2:Setting Channel ObjectivesSet channel objectives in terms of targeted Set channel objectives in terms of targeted level of customer servicelevel of customer serviceMany factors influence channel ob

19、jectivesMany factors influence channel objectivesChannel Design Decisions13Step 3:Identifying Major AlternativesTypes of intermediariesTypes of intermediariesvv Company sales force,manufacturers agency,Company sales force,manufacturers agency,industrial distributorsindustrial distributorsNumber of m

20、arketing intermediariesNumber of marketing intermediariesvv Intensive,selective,and exclusive distribution Intensive,selective,and exclusive distributionResponsibilities of channel membersResponsibilities of channel membersChannel Design Decisions14Step 4:Evaluating Major AlternativesEconomic criter

21、iaEconomic criteriaControl issuesControl issuesAdaptive criteriaAdaptive criteriaChannel Design Decisions15Designing International Distribution ChannelsGlobal marketers usually adapt their Global marketers usually adapt their channel strategies to structures that exist channel strategies to structur

22、es that exist within foreign countrieswithin foreign countriesKey challenges:Key challenges:vv May be complex or hard to penetrate May be complex or hard to penetratevv May be scattered,inefficient,or totally lacking May be scattered,inefficient,or totally lackingChannel Design Decisions16Selecting

23、Channel MembersSelecting Channel Members Identify characteristics that distinguish the best Identify characteristics that distinguish the best channel memberschannel membersManaging and Motivating Channel MembersManaging and Motivating Channel Members Partner relationship management(PRM)is keyPartne

24、r relationship management(PRM)is keyEvaluating Channel MembersEvaluating Channel Members Performance should be checked against standardsPerformance should be checked against standards Channel members should be rewarded or replaced Channel members should be rewarded or replaced as dictated by perform

25、ance as dictated by performance Channel Management Decisions17Exclusive distributionOnly certain outlets are allowed to carry a Only certain outlets are allowed to carry a firms productsfirms productsExclusive dealingExclusive territorial agreementsExclusive territorial agreementsTying agreementsTyi

26、ng agreementsPublic Policy and Distribution Decisions18Marketing Logistics Outbound distributionOutbound distributionInbound distributionInbound distributionReverse distributionReverse distributionInvolves the entire supply chain Involves the entire supply chain management systemmanagement systemMar

27、keting Logistics and Supply Chain Management19Why Greater Emphasis is Being Placed on Logistics:Offers firms a competitive advantageOffers firms a competitive advantageCan yield cost savingsCan yield cost savingsGreater product variety requires improved Greater product variety requires improved logi

28、sticslogisticsImprovements in distribution efficiency are Improvements in distribution efficiency are possible due to information technologypossible due to information technologyMarketing Logistics and Supply Chain Management20Goals of the Logistics SystemNo system can both maximize customer No syst

29、em can both maximize customer service and minimize costs.service and minimize costs.Firms must first weigh the benefits of Firms must first weigh the benefits of higher service against the costs.higher service against the costs.State goals in terms of a targeted level of State goals in terms of a ta

30、rgeted level of customer service at the least cost.customer service at the least cost.Marketing Logistics and Supply Chain Management21Major Logistics FunctionsWarehousingWarehousingInventory ManagementInventory ManagementTransportationTransportationLogistics Information ManagementLogistics Informat

31、ion ManagementMarketing Logistics and Supply Chain Management22Transportation Carrier OptionsMarketing Logistics and Supply Chain ManagementTruckRailWaterPipelineAirInternet Intermodal Intermodal transportation is becoming transportation is becoming more commonmore common23Integrated Logistics Manag

32、ementCross-functional teamwork inside the Cross-functional teamwork inside the company is criticalcompany is criticalLogistics partnerships are also built through Logistics partnerships are also built through shared projectsshared projectsOutsourcing of logistics firms to third-party Outsourcing of logistics firms to third-party firms is becoming more commonfirms is becoming more commonMarketing Logistics and Supply Chain Management24