chapter one · • the definition of marketing channels • how marketing channels relate to...
TRANSCRIPT
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CHAPTER ONE Marketing Channel Systems
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Chapter 1
Marketing Channel Concepts
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Objectives
• The growing importance of marketing channels • The definition of marketing channels • How marketing channels relate to strategic
variables in the marketing mix • The flows in the marketing channels and their
relationship to channel management • The principles of specialization, division of labor,
and contactual efficiency • The difference between the concepts of channel
structure and of ancillary structure
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You will learn about:
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Why the growing importance of marketing channels?
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1. The explosion of information technology and E-commerce 2. A greater difficulty in gaining a sustainable competitive advantage 3. The growing power of distributors, especially retailers in marketing channels 4. The need to reduce distribution costs
Objective 1:
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1. 2. A greater difficulty in gaining a sustainable competitive advantage 3. The growing power of distributors, especially retailers in marketing channels 4. The need to reduce distribution costs
1
Yahoo! eBay Amazon.com
The prediction: Disintermediation — reduction of number of intermediaries
The reality: Reintermediation—evolution of a new type of intermediary
The explosion of information technology and E-commerce
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1. The explosion of information technology and E- commerce 2. 3. The growing power of distributors, especially retailers in marketing channels 4. The need to reduce distribution costs
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A greater difficulty in gaining a sustainable competitive advantage
Place (distribution), or Marketing Channel Strategy Sustainable
competitive advantage
Potential for gaining competitive advantage because place is more difficult for competitors
to copy
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1. The explosion of information technology and E-commerce 2. A greater difficulty in gaining a sustainable competitive advantage 3. 4. The need to reduce distribution costs
The growing power of distributors
1
Power retailers as of consumer markets gatekeepers
Act as buying agents for customers rather than as selling agents for manufacturers
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1. The explosion of information technology and E-commerce 2. A greater difficulty in gaining a sustainable competitive advantage 3. The growing power of distributors 4.
The need to reduce distribution costs
1
Marketing channels are the most recent target for
reducing distribution costs.
The focus is on channel structure and management.
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What is a marketing channel?
External contactual organization that management operates to achieve its distribution objectives
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Outside the firm
Firm involved in negotiatory functions
Management’s involvement in the process
Goals that change, causing variations in contactual organization & the way
in which management operates it
Objective 2:
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What is a channel manager?
Anyone in a firm or organization who is involved
in marketing channel decision making
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Objective 3: 1 How does marketing channel strategy relate to
the rest of the marketing mix?
Marketing Mix or
the four Ps
Challenges
Product Limited ability to gain and hold competitive advantage
Price Price wars erode profitability & provide unstable basis for sustaining competitive advantage
Promotion Expensive and short-lived
Place (Distribution)
Marketing channels support & enhance other Ps to meet demands of target markets
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1
The change of focus to channel strategy
• Creates competitive advantage with long-term viability
• Builds strong relationships between manufacturers
and channel members • Based on trust, confidence, and people power
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Channel Strategy and Logistics Management
Part of distribution variable
• Concerned with entire process of starting and operating contactual organization
• Formulated before logistics management
Focused specifically on providing product availability at appropriate time & place
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Objective 4: 1
Marketing Channel Flows
Product Flow
Promotion Flow
Information Flow
Ownership Flow
Negotiation Flow
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1 Product Flow
Manufacturer
Transportation Company
Wholesalers
Retailers
Consumers
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1
Manufacturer
Wholesalers
Retailers
Consumers
Negotiation Flow
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Ownership Flow 1
Manufacturer
Wholesalers
Retailers
Consumers
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Information Flow 1
Manufacturer
Wholesalers
Retailers
Consumers
Transportation Company
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Promotion Flow 1
Manufacturer
Wholesalers
Retailers
Consumers
Advertising Agency
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Distribution through intermediaries
Objective 5: 1
Technology the Internet Economic Specialization & Considerations Division of Labor Contactual Efficiency
Factors that determine the role of intermediaries
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1
Specialization & Division of Labor
Distribution Tasks Production Tasks
Distributed interorganizationally
Distributed intraorganizationally
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Contactual Efficiency Granada Guitar Co.
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Negotiation Effort
Estimated Dollar Costs of Inputs
Distribution Objective (Output)
Contactual Efficiency
100 sales visits 100 phone calls 20 magazine ads
@ $50 = $5,000 @ 3 = 300 @1,000 = 20,000 $25,300
Get 500 music stores to carry new guitar line
Negotiation effort in dollar terms relative to achieving the distribution objective = $25,300
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Objective 6: 1
Channel Structure v. Ancillary Structure
Channel Structure The group of channel members to which a
set of distribution tasks has been allocated
Ancillary Structure
The group of institutions that assist channel members in performing
distribution tasks
Why are single-channel
structures currently the exception?
Why is managing the ancillary structure
most likely to be less complex than
managing the channel structure?