managing marketing channels and supply chains
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| marketing channel | individuals and firms invollved in the process of making a product or service available for use.
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| important functions performed by intermediaries | 1. transactional 2. logistical 3. facilitating
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| tansactional benefits | buying, selling, risk taking
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| logistical beneifts | sorting, storing, transporting
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| facilitating benefits | financing, grading, market research
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| direct channel | producer and the ultimate consumer deal directly with each other.
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| indirect channel | intermediaries are inserted between producers and consumers to perform numerous channel funtions.
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| Multichannel marketing | the blending of different communications and delivery channels that are mutually reinforcing in attracting , retaining and buliding consumer relationship
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| Dual distribution | an arrangement whereby a firm reaches different buyers by using two or more different types of channesl for the same basic product.
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| strategic channel alliances | one firms marketing channel is used to sell another firm's products.
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| vertical marketing system | professionally managed and centrally coordianted marketing channels designed to acieve channel economies and maximum marketing impact.
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| ..Corporate systems | producer might own intermediary at the next level down in the channel.
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| forward integration | when the producer owns the the intermediary at the next level down in the channel.
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| backward integration | retailer that owns a manufacturing operation. (kroger)
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| contractual vertical marketing system | independent production and distribution firms inegrate their efforts on a contractual basis to obtain greater funtional economies.
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| 3 most popular types of contractual systems | 1. wholesaler-sponsored 2. retailer sponsored 3. franchising(most popular)
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| wholesaler sponsored | involves a wholesaler that develops a contractual relationship with small retailers to standardize and coordinate buying practices, and inventory management efforts.
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| retailer sponsored | exist when small, independent retailers form an orgainzation that operates a wholesale facility cooperatively.
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| Franchising | contractual arrangement between a parent company and an individual that allows the franchisee to operate a certain type of business.
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| why are channels for business products typicall shorter than channels for consumer products | business users are fewer in number, tend to be more concentrated geographically, and buy in larger quantities.
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| what is the principle distinction between corporate vertical marketing and administered vertial marketing? | administrative vertical marketing achieves coordination by the size and influence of one channel member rather than through ownership.
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| what are the factors affecting channel choice management? | 1. which channel provides the best coverage of target market? 2. will best satisfy the buying requirements of target market. 3. which wil be most profitable
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| target market coverage | number of stores in a geographical area.
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| intensive distribution | a firm tries to place its products in as many outlets as possible.
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| exclusive distribution | only one retail outlet in a specific geographical region carries the firms products.
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| selective distribution | a firm selects a few retail outlets in a specific geographical area to carry its products.
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| What are the 4 main buyer interest that should be satisfied | 1. information 2. convenience 3. variety 4. pre or post sale services.
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| channel conflict | when one channel member believes another channel member is engaged in behavior that prevents it from achieving its goals.
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| disintermediation | arises when a channel member bypasses another member and sells or buys products direct.
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| what are the three degrees of distribution density? | 1. intensive 2. exclusive 3. selective
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| logistics | activities that focus on geting the right amoint of the right products to the right place at the right time at the lowest possible cost
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| what are the three elements of logistics? | 1. there needs to be flow of the product. 2. must be cost effective 3. must deliver good customer service
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| supply chain | the various firms involved in performing the activities required to create and deliver a product or service to consumers.
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| how do you align supply chain with marketing strategy? | 1. understand the customer 2. understand the supply chain 3. harmonize the supply chain with the marketing strategy
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| what three lessons about supply chains can be learned? | 1. there is no one best supply chain 2. the best supply chain is the one that is consistent with theneeds of the customer segment. 3. sometimes must make trade-offs between efficientcy and responsiveness on elements
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| what are the two main concepts of logistics management in a supply chain | total logistics cost 2. customer service concept
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| total logistics cost | expenses associated with transportation, materials handling and warehousing, inventory, stockouts, order processing, and return products handling.
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| customer service concept | the ability of logistics management to satisfy users in terms of time, dependability, communication and convenience
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| vendor managed inventory | inventory management system whereby the supplier determines the product amount and assortement a customer(i.e. retailer) needs and automatically delivers the approprate items.
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| What is the principle difference between the marketing channel and supply chain? | supply chain involves those who provide raw materials to manufacturers. the marketing channel delivers the finished goods to the ultimate consumer.
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| the choice of supply chain involves three steps. | 1. understand the customer 2. understand the supply chain 3. harmonize the supply chain with the marketing strategy.
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| a supply chain managers key task is to balance which 4 customer service factors against which 5 logistical cost factors? | CS:time, dependability, communications, convenience Log: transportation, materials handling, warehousing, stockouts, and order processing
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