Click here to load reader

12 [compatibility mode]

  • View
    52

  • Download
    1

Embed Size (px)

DESCRIPTION

 

Text of 12 [compatibility mode]

  • Chapter 12 - slide 1

    Chapter Twelve

    Marketing Channels: Delivering Customer Value

  • Supply Chains and the Value Delivery Network

    Upstream partners include raw material suppliers, components, parts, information, finances, and expertise to create a

    Supply Chain Partners

    Chapter 12 - slide 2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    finances, and expertise to create a product or service

    Downstream partners include the marketing channels or distribution channels that look toward the customer

  • Supply Chains and the Value Delivery Network

    Supply chain make and sell view includes the firms raw materials, productive inputs, and factory capacity

    Supply Chain Views

    Chapter 12 - slide 3Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    Demand chain sense and respond view suggests that planning starts with the needs of the target customer, and the firm responds to these needs by organizing a chain of resources and activities with the goal of creating customer value

  • Supply Chains and the Value Delivery Network

    Value delivery network is the firms suppliers, distributors, and

    Value Delivery Network

    Chapter 12 - slide 4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    distributors, and ultimately customers who partner with each other to improve the performance of the entire system

  • Channel Behavior and Organization

    Marketing channel consists of firms that have partnered for their common good with each member playing a specialized role

    Channel Behavior

    Chapter 12 - slide 5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    role

  • The Nature and Importance of Marketing Channels

    How Channel Members Add Value

    Chapter 12 - slide 6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

  • The Nature and Importance of Marketing Channels

    Number of Channel Levels

    Chapter 12 - slide 7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

  • Channel Behavior and Organization

    Multichannel Distribution System

    Chapter 12 - slide 8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

  • Channel Behavior and Organization

    Disintermediation occurs when product or service producers cut out intermediaries and go directly to final buyers, or when

    Changing Channel Organization

    Chapter 12 - slide 9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    and go directly to final buyers, or when radically new types of channel intermediaries displace traditional ones

  • Channel Design Decisions

    Identifying Major Alternatives

    Intensive distribution

    Candy and toothpaste

    Chapter 12 - slide 10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    Exclusive distribution

    Luxury automobiles and prestige clothing

    Selective distribution

    Television and home appliance

  • Channel Design Decisions

    Each alternative should be evaluated against:

    Evaluating the Major Alternatives

    Chapter 12 - slide 11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    be evaluated against:

    Economic criteria

    Control

    Adaptive criteria

  • Public Policy and Distribution Decisions

    Exclusive distribution is when the seller allows only certain outlets to carry its products

    Exclusive dealing is when the seller requires that the sellers not handle competitors products

    Chapter 12 - slide 12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    the sellers not handle competitors products

    Exclusive territorial agreements are where producer or seller limit territory

    Tying agreements are agreements where the dealer must take most or all of the line

  • Marketing Logistics and Supply Chain Management

    Marketing logistics (physical distribution) involves planning, implementing, and controlling the physical flow of goods, services, and related information from

    Nature and Importance of Marketing Logistics

    Chapter 12 - slide 13Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    services, and related information from points of origin to points of consumption to meet consumer requirements at a profit

  • Marketing Logistics and Supply Chain Management

    Nature and Importance of Marketing Logistics

    Chapter 12 - slide 14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

  • Marketing Logistics and Supply Chain Management

    Supply chain management is the process of managing upstream and downstream value-

    Nature and Importance of Marketing Logistics

    Chapter 12 - slide 15Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers