module-5-businees marketing-vtu syllabus

8/20/2019 Module-5-Businees Marketing-VTU Syllabus

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Formulating channel

strategyModule 5


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Marketing ChannelParticipants

• Why use distributors?

– Critical functions and weaknesses

– Customer expectations

– Distributors are true middlemen


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• Choosing the right distributor

– Distributor type

• Why a particular distributor is chosen?

•

Market(customer co$erage• Market de$elopment

• #roduct concentration

– )xclusi$e or multiple distribution

•

#roblems to a$oid – Distribution policies

• Duties and goals

• *ights and protection


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• Manufacturers+ representati$e

– *eps compared to distributors

– What to expect from a rep

– #otential problems in dealing through *eps• ,ack of control

• Competing product lines

– %ranchise agreement for reps

• #articipation of reps in the industrialmarket

– ,arge manufacturers also use reps


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• ther channel participants

– .rokers

– alue-added resellers /!*s0

• Maintaining indirect channel e1ecti$eness – *ealistic goals

– 2wo-way communications

–

)ssential training – Compatibility

– Compensation and support


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Marketing logistics

• 2he relationship of logistics and physicaldistribution

• #hysical distribution and marketing strategy

•

2he total-cost approach – Interacti$e costs

– )$aluating cost trade-o1s

• Customer ser$ice

– Determining customer ser$ice le$els• 2he competiti$e en$ironment

• pro3tability


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– !ssessing and optimi'ing customer ser$icere4uirements

• Customer ser$ice audits

–

2he impact of logistical ser$ice on channelmembers

• Identifying cost centers

– Cost trade-o1s

– 2ransportation

• !ir freight 2ruck *ail pipeline intermodaltransportation and freight forwarders


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• &tate and federal regulation of carriers

– Common carriers

– Contract carriers

– #ri$ate carriers

– )xempt carriers

• Criteria for selecting the mode of transportation – &peed and a$ailability of ser$ice

– Dependability of ser$ice

– Carrier capability

– %re4uency of ser$ice


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• Warehousing

– #ri$ate or public facilities

– Warehouse site location

– Market-positioned warehouses

– #roduction-positioned warehouses

– Intermediately positioned warehouses

• In$entory

– In$entory carrying cost


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• ptimi'ing in$entories

– !.C analysis

– Determining in$entory le$els

– 2he )6 model

– %ixed order 4uantity model

– Computer simulation

• rder processing

• Materials handling


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module-5-businees marketing-vtu syllabus

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