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Ch10 Channels
Principles of Marketing
| Question | Answer |
|---|---|
| value delivery network | composed of the co, suppliers, distribs, and ultimately custs who parter w/ each other to imporve performance of entire systen in delivery customer value |
| marketing channel (distrib channel) | set of interdependent orgs that help make a product or service available for use or consumption by the consumer or business user |
| channel level | layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer |
| direct marketing channel | marketing channel that has intermediary levels |
| channel conflict | disagreements among marketing channel members on goals, roles, and rewards, who should do what and for what rewards |
| conventional distrib channel | consists of one oir more independent producers, wholesalers, retailers, each a separate business seeking to maximize its own profits, perhaps even at the expense of profits for the system as a whole (bad at addressing conflict) |
| vertical marketing system (vms) | producers, wholesalers, and retailers act as a unified system. one channel member own the others, has contract with them, or has so much power that they all cooperate |
| Corporate VMS | vertical marketing system that combines successive stages of production and distribution under single ownership-- channel leadership is established thru common ownership |
| Contractual VMS | vertical marketing system in which independent firms at diff levels of production and distribution join tg thru contract |
| franchise organization | CONTRACTUAL vertical marketing system in which a channel member, called a franchisor, links several stages in the production-distribution process |
| Administered VMS | (subtype of contractual) VMS that coordinates successive stages of production and distrib thru the size and power of one of the parties |
| Horizontal marketing system | channel arrangement in which two or more companies at one lvl join tg to follow a new marketing opportunity |
| Multichannel distribution system | distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments |
| disintermediation | the cutting out the marketing channel intermediaries by product or service producers or the displacement of traditional resellers by radical new types of intermediaries |
| marketing channel design | designing effective marketing channels by analyzing custer needs, setting channel objectives, identifying major channel alts, and evaluating those alternatives |
| intensive distribution | stocking the product in many outlets as possible |
| exclusive distrubtion | giving a limited number of dealers the exclusive right to distribute the company's products in their territories |
| selective distribution | the use of more than one but fewer than all of the intermediaries that tare willing to carry the company's products |
| marketing channel management | selecting, managing, ad motivating individual channel members and evaluating their performance over time |
| supply chain management | managing upstream and downstream value-added flows of materials, final goods, and related info among suppliers, the co, resellers, and final consumers |
| distribution center | a large, highly automated warehouse designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible |
| multimodal transportation | combining two ore more models of transportation |
| integrated logistics management | the logistics concept that emphasizes teamwork-- both inside the company and among all the marketing channel organizations-- to maximize the performance of the entire distribution system |
| third-party logistics (3PL) provider | independent logistics provider that performs any or all of the functions required to get a client's product to market |
| Key functions members perform | info, promo, contact, matching, negotiation |
| fulfillment functions | physical distribution, financing, risk-taking |
| indirect marketing channel | marketing channel containing one or more intermediary levels |
| upstream | set of firms that supply raw materials: components, parts, info, expertise, finances |
| downstream | marketing channels that look toward the customers |
Created by:
mpal