市场营销学第十二章

12 - * i t ’s good and good for you Chapter Twelve Marketing Channels: Delivering Customer Value 12 - * Marketing Channels: Delivering Customer Value Supply Chains and the Value Delivery Network The Nature and Importance of Marketing Channels Channel Behavior and Organization Channel Design Decisions Channel Management Decisions Marketing Logistics and Supply Chain Management Topic Outline 12 - * Supply Chains and the Value Delivery Network Upstream partners include raw material suppliers, components, parts, information, finances, and expertise to create a product or service Downstream partners include the marketing channels or distribution channels that look toward the customer Supply Chain Partners 12 - * Supply Chains and the Value Delivery Network Supply chain “make and sell” view includes the firm’s raw materials, productive inputs, and factory capacity 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 Chain Views 12 - * Supply Chains and the Value Delivery Network Value delivery network is the firm’s suppliers, distributors, and ultimately customers who partner with each other to improve the performance of the entire system Value Delivery Network 12 - * The Nature and Importance of Marketing Channels Intermediaries offer producers greater efficiency in making goods available to target markets. Through their contacts, experience, specialization, and scale of operations, intermediaries usually offer the firm more than it can achieve on its own. How Channel Members Add Value 12 - * The Nature and Importance of Marketing Channels From an economic view, intermediaries transform the assortment of products into assortments wanted by consumers Channel members add value by bridging the major time, place, and possession gaps that separate goods and services from those who would use them How Channel Members Add Value Note to Instructor The text gives the example of soap: Unilever makes millions of bars of Lever 2000 hand soap each day, but you want to buy only a few bars at a time. So big food, drug, and discount retailers, such as Kroger, Walgreens, and Wal-Mart, buy Lever 2000 by the truckload and stock it on their store’s shelves. In turn, you can buy a single bar of Lever 2000, along with a shopping cart full of small quantities of toothpaste, shampoo, and other related products as you need them. * 12 - * The Nature and Importance of Marketing Channels How Channel Members Add Value 12 - * The Nature and Importance of Marketing Channels How Channel Members Add Value Note to Instructor Channels perform the following functions: Information: Gathering and distributing marketing research and intelligence information about actors and forces in the marketing environment needed for planning and aiding exchange. Promotion: Developing and spreading persuasive communications about an offer. Contact: Finding and communicating with prospective buyers. Matching: Shaping and fitting the offer to the buyer’s needs, including activities such as manufacturing, grading, assembling, and packaging. Negotiation: Reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred. Physical distribution: Transporting and storing goods. Financing: Acquiring and using funds to cover the costs of the channel work. Risk taking: Assuming the risks of carrying out the channel work * 12 - * The Nature and Importance of Marketing Channels Number of Channel Levels Note to Instructor The remaining channels in Figure 12.2A are indirect marketing channels, containing one or more intermediaries. Figure 12.2B shows some common business distribution channels. The business marketer can use its own sales force to sell directly to business customers. Or it can sell to various types of intermediaries, who in turn sell to these customers. Channel 1, called a direct marketing channel, has no intermediary levels; the company sells directly to consumers. * 12 - * The Nature and Importance of Marketing Channels Connected by types of flows: Physical flow of products Flow of ownership Payment flow Information flow Promotion flow Number of Channel Levels 12 - * Channel Behavior and Organization Marketing channel consists of firms that have partnered for their common good with each member playing a specialized role Channel conflict refers to disagreement over goals, roles, and rewards by channel members Horizontal conflict Vertical conflict Channel Behavior Note to Instructor Horizontal conflict is conflict among members at the same channel level whereas vertical conflict is conflict between different levels of the same channel. * 12 - * Channel Behavior and Organization Conventional distribution systems consist of one or more independent producers, wholesalers, and retailers. Each seeks to maximize its own profits, and there is little control over the other members and no formal means for assigning roles and resolving conflict. Conventional Distributions Systems 12 - * Channel Behavior and Organization Vertical marketing systems (VMSs) provide channel leadership and consist of producers, wholesalers, and retailers acting as a unified system and consist of: Corporate marketing systems Contractual marketing systems Administered marketing systems Vertical Marketing Systems 12 - * Channel Behavior and Organization Corporate vertical marketing system integrates successive stages of production and distribution under single ownership Vertical Marketing Systems Note to Instructor The text gives Zara as an example: Zara has control over almost every aspect of the supply chain, from design and production to its own worldwide distribution network. Zara makes 40 percent of its own fabrics and produces more than half of its own clothes, rather than relying on a hodgepodge of slow-moving suppliers. New designs feed into Zara manufacturing centers, which ship finished products directly to 1,161 Zara stores in 68 countries, saving time, eliminating the need for warehouses, and keeping inventories low. Effective vertical integration makes Zara faster, more flexible, and more efficient than international competitors such as Gap, Benetton, and H&M. * 12 - * Channel Behavior and Organization Contractual vertical marketing system consists of independent firms at different levels of production and distribution who join together through contracts to obtain more economies or sales impact than each could achieve alone. The most common form is the franchise organization. Vertical Marketing Systems 12 - * Channel Behavior and Organization Franchisete特许 organization links several stages in the production distribution process Manufacturer-sponsored retailer franchise system Manufacturer-sponsored wholesaler franchise system Service firm-sponsored retailer franchise system Vertical Marketing Systems Note to Instructor * 12 - * Channel Behavior and Organization Administered vertical marketing system has a few dominant channel members without common ownership. Leadership comes from size and power. Vertical Marketing Systems 12 - * Channel Behavior and Organization Horizontal marketing systems are when two or more companies at one level join together to follow a new marketing opportunity. Companies combine financial, production, or marketing resources to accomplish more than any one company could alone. Horizontal Marketing System Note to Instructor Discussion Question Can you think of an example where two companies join for a horizontal marketing system. Students might notice that McDonald’s is in Wal-Mart or their gas station also has a coffee franchise. * 12 - * Channel Behavior and Organization Multichannel Distribution systems (Hybrid marketing channels) are when a single firm sets up two or more marketing channels to reach one or more customer segments Multichannel Distribution Systems Hybrid Marketing Channels Note to Instructor Many major grocers have partnered with Peapod for home delivery of groceries. This link brings you to the Peapod site. Many students may have tried this service. * 12 - * Channel Behavior and Organization Multichannel Distribution System Note to Instructor Prompt students to point out the advantages and challenges of multichannel systems: Advantages Increased sales and market coverage New opportunities to tailor products and services to specific needs of diverse customer segments Challenges Hard to control Create channel conflict * 12 - * Channel Behavior and Organization Disintermediation非居间化 occurs when product or service producers cut out intermediaries and go directly to final buyers, or when radically new types of channel intermediaries displace traditional ones Changing Channel Organization Note to Instructor The link is to eBay. No doubt students are familiar with this site. Ask them how it might have displaced other channels like classified ads, yard sales, non-virtual auctions, etc. * 12 - * Channel Design Decisions Note to Instructor Discussion Questions How might customer needs differ? Ask them how their needs on purchasing a book might differ from their parents? How does this translate to channel issues? It will come down to analyzing customer needs in terms of: Distance to travel In person versus online Breadth of assortment Customer service * 12 - * Channel Design Decisions Targeted levels of customer service What segments to serve Best channels to use Minimizing the cost of meeting customer service requirements Setting Channel Objectives Note to Instructor Objectives are influenced by the nature of the company, marketing intermediaries, competitors, and the environment. * 12 - * Channel Design Decisions Types of intermediaries Number of marketing intermediaries Responsibilities of channel members Identifying Major Alternatives Note to Instructor Types of intermediaries refers to channel members available to carry out channel work. Examples include the company sales force, manufacturer’s agency, and industrial distributors. * 12 - * Channel Design Decisions Identifying Major Alternatives Note to Instructor In any channel producers and intermediaries need to agree on price policies, conditions of sale, territorial rights, and services provided by each party. * 12 - * Channel Design Decisions Each alternative should be evaluated against: Economic criteria Control Adaptive criteria Evaluating the Major Alternatives Note to Instructor Using economic criteria, a company compares the likely sales, costs, and profitability of different channel alternatives. The company must also consider control issues. Using intermediaries usually means giving them some control over the marketing of the product, and some intermediaries take more control than others. Other things being equal, the company prefers to keep as much control as possible. Finally, the company must apply adaptive criteria. Channels often involve long-term commitments, yet the company wants to keep the channel flexible so that it can adapt to environmental changes. * 12 - * Channel Design Decisions Channel systems can vary from country to country Must be able to adapt channel strategies to the existing structures within each country Designing International Distribution Channels 12 - * Channel Management Decisions Note to Instructor Discussion Question If you were a manufacturer, how would you select channel members? Most likely they will look at years in business, profitability, and other products served. In managing channel members companies practice Partner relationship management (PRM) and supply chain management (SCM) to develop long term relationships. Discussion Question How do you motivate and evaluate channel members? Some students might have worked in stores where the salespeople were given rewards for excellent sales or service. * 12 - * Public Policy and Distribution Decisions Exclusive distribution is when the seller allows only certain outlets to carry its products Exclusive dealing独家销售 is when the seller requires that the sellers not handle competitor’s products Exclusive territorial agreements 独家区域 协议 离婚协议模板下载合伙人协议 下载渠道分销协议免费下载敬业协议下载授课协议下载 are where producer or seller limit territory Tying agreements 搭售协议are agreements where the dealer must take most or all of the line Note to Instructor Producers of a strong brand sometimes sell it to dealers only if the dealers will take some or all of the rest of the line. This is called full-line forcing. Such tying agreements are not necessarily illegal, but they do violate the Clayton Act if they tend to lessen competition substantially. The practice may prevent consumers from freely choosing among competing suppliers of these other brands. * 12 - * 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 points of origin to points of consumption to meet consumer requirements at a profit Nature and Importance of Marketing Logistics Note to Instructor Marketing logistics involves: Outbound distribution—moving products from the factory to resellers and consumers. Inbound distribution—moving products and materials from suppliers to the factory. Reverse distribution—moving broken, unwanted, or excess products returned by consumers or resellers. * 12 - * Marketing Logistics and Supply Chain Management Nature and Importance of Marketing Logistics Note to Instructor Discussion Question What is the importance of logistics? Their responses should include: Competitive advantage by giving customers better service at lower prices. Cost savings to the company and its customers. Product variety requires improved logistics. Information technology has created opportunities for distribution efficiency. * 12 - * Marketing Logistics and Supply Chain Management Supply chain management is the process of managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers Nature and Importance of Marketing Logistics 12 - * Marketing Logistics and Supply Chain Management Major Logistics Functions 12 - * Marketing Logistics and Supply Chain Management How many What types Where to locate Warehouses Distribution centers Warehousing Decisions Note to Instructor Distribution centers are designed to move goods rather than just store them. They are large and highly automated warehouses designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible. For example, Wal‑Mart operates a network of 112 huge U.S. distribution centers and another 57 around the globe. A single center, serves the daily needs of 75 to 100 Wal-Mart stores, typically contains some 1 million square feet of space (about 20 football fields) under a single roof. * 12 - * Marketing Logistics and Supply Chain Management Just-in-time systems RFID无线射频识别 Knowing exact product location Smart shelves智慧型货架 Placing orders automatically Inventory Management Note to Instructor With such systems, producers and retailers carry only small inventories of parts or merchandise, often only enough for a few days of operations. New stock arrives exactly when needed, rather than being stored in inventory until being used. Just-in-time systems require accurate forecasting along with fast, frequent, and flexible delivery so that new supplies will be available when needed. * 12 - * Marketing Logistics and Supply Chain Management Major Logistics Functions Transportation affects the pricing of products, delivery performance, and condition of the goods when they arrive Note to Instructor Many companies use intermodal transportation, which combines two or more modes of transportation. Piggyback uses rail and truck Fishyback uses water and truck Airtruck uses air and truck * 12 - * Marketing Logistics and Supply Chain Management Logistics information management is the management of the flow of information, including customer orders, billing, inventory levels, and customer data EDI (electronic data interchange) VMI (vendor-managed inventory)供应商库存管理 Logistics Information Management 12 - * Marketing Logistics and Supply Chain Management Integrated logistics management is the recognition that providing customer service and trimming distribution costs requires teamwork internally and externally Integrated Logistics Management 12 - * Marketing Logistics and Supply Chain Management Third-party logistics is the outsourcing of logistics functions to third-party logistics providers (3PLs) Integrated Logistics Management Note to Instructor Third party logistics offers the following: Provide logistics functions more efficiently Provide logistics functions at lower cost Allow the company to focus on its core business Are more knowledgeable of complex logistics * 12 - * The different types of flows, which connect all the institutions in the distribution channel are physical flow, flow of ownership, payment flow, information flow, and _____. promotion flow work flow marketing flow financial flow 12 - * The different types of flows, which connect all the institutions in the distribution channel are physical flow, flow of ownership, payment flow, information flow, and _____. promotion flow work flow marketing flow financial flow 12 - * A _____ consists of producers, wholesalers, and retailers acting as a unified system. conventional distribution channel parallel marketing system vertical marketing system horizontal marketing system 12 - * A _____ consists of producers, wholesalers, and retailers acting as a unified system. conventional distribution channel parallel marketing system vertical marketing system horizontal marketing system 12 - * The _____ is the most common type of contractual vertical marketing system. franchise organization administered organization licensing arrangement corporate organization 12 - * The _____ is the most common type of contractual vertical marketing system. franchise organization administered organization licensing arrangement corporate organization 12 - * In a _____, two or more companies at one level join together to follow a new marketing opportunity. conventional distribution channel vertical marketing system parallel marketing system horizontal marketing system 12 - * In a _____, two or more companies at one level join together to follow a new marketing opportunity. conventional distribution channel vertical marketing system parallel marketing system horizontal marketing system 12 - * Producers of convenience products and common raw materials typically seek _____. intensive distribution selective distribution exclusive distribution disintermediation 12 - * Producers of convenience products and common raw materials typically seek _____. intensive distribution selective distribution exclusive distribution disintermediation 12 - * _____ involves managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers. Vendor management Outsourcing Disintermediation Supply chain management 12 - * _____ involves managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers. Vendor management Outsourcing Disintermediation Supply chain management 12 - * What occurs when radically new types of channel intermediaries displace traditional ones? Indirect marketing Crowdsourcing Disintermediation Multichannel marketing 12 - * What occurs when radically new types of channel intermediaries displace traditional ones? Indirect marketing Crowdsourcing Disintermediation Multichannel marketing 12 - * Which vertical marketing system (VMS) integrates successive stages of production and distribution under single ownership? Conventional Corporate Contractual Administered 12 - * Which vertical marketing system (VMS) integrates successive stages of production and distribution under single ownership? Conventional Corporate Contractual Administered 12 - * Producers of a strong brand sometimes sell it to dealers only if the dealers will take some or all of the rest of the line. This is called _____. bundled pricing full-line forcing administered pricing zone pricing 12 - * Producers of a strong brand sometimes sell it to dealers only if the dealers will take some or all of the rest of the line. This is called _____. bundled pricing full-line forcing administered pricing zone pricing 12 - * Moving broken, unwanted, or excess products returned by consumers or resellers is called _____. redistribution outbound distribution inbound distribution reverse distribution 12 - * Moving broken, unwanted, or excess products returned by consumers or resellers is called _____. redistribution outbound distribution inbound distribution reverse distribution Note to Instructor The text gives the example of soap: Unilever makes millions of bars of Lever 2000 hand soap each day, but you want to buy only a few bars at a time. So big food, drug, and discount retailers, such as Kroger, Walgreens, and Wal-Mart, buy Lever 2000 by the truckload and stock it on their store’s shelves. In turn, you can buy a single bar of Lever 2000, along with a shopping cart full of small quantities of toothpaste, shampoo, and other related products as you need them. * Note to Instructor Channels perform the following functions: Information: Gathering and distributing marketing research and intelligence information about actors and forces in the marketing environment needed for planning and aiding exchange. Promotion: Developing and spreading persuasive communications about an offer. Contact: Finding and communicating with prospective buyers. Matching: Shaping and fitting the offer to the buyer’s needs, including activities such as manufacturing, grading, assembling, and packaging. Negotiation: Reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred. Physical distribution: Transporting and storing goods. Financing: Acquiring and using funds to cover the costs of the channel work. Risk taking: Assuming the risks of carrying out the channel work * Note to Instructor The remaining channels in Figure 12.2A are indirect marketing channels, containing one or more intermediaries. Figure 12.2B shows some common business distribution channels. The business marketer can use its own sales force to sell directly to business customers. Or it can sell to various types of intermediaries, who in turn sell to these customers. Channel 1, called a direct marketing channel, has no intermediary levels; the company sells directly to consumers. * Note to Instructor Horizontal conflict is conflict among members at the same channel level whereas vertical conflict is conflict between different levels of the same channel. * Note to Instructor The text gives Zara as an example: Zara has control over almost every aspect of the supply chain, from design and production to its own worldwide distribution network. Zara makes 40 percent of its own fabrics and produces more than half of its own clothes, rather than relying on a hodgepodge of slow-moving suppliers. New designs feed into Zara manufacturing centers, which ship finished products directly to 1,161 Zara stores in 68 countries, saving time, eliminating the need for warehouses, and keeping inventories low. Effective vertical integration makes Zara faster, more flexible, and more efficient than international competitors such as Gap, Benetton, and H&M. * Note to Instructor * Note to Instructor Discussion Question Can you think of an example where two companies join for a horizontal marketing system. Students might notice that McDonald’s is in Wal-Mart or their gas station also has a coffee franchise. * Note to Instructor Many major grocers have partnered with Peapod for home delivery of groceries. This link brings you to the Peapod site. Many students may have tried this service. * Note to Instructor Prompt students to point out the advantages and challenges of multichannel systems: Advantages Increased sales and market coverage New opportunities to tailor products and services to specific needs of diverse customer segments Challenges Hard to control Create channel conflict * Note to Instructor The link is to eBay. No doubt students are familiar with this site. Ask them how it might have displaced other channels like classified ads, yard sales, non-virtual auctions, etc. * Note to Instructor Discussion Questions How might customer needs differ? Ask them how their needs on purchasing a book might differ from their parents? How does this translate to channel issues? It will come down to analyzing customer needs in terms of: Distance to travel In person versus online Breadth of assortment Customer service * Note to Instructor Objectives are influenced by the nature of the company, marketing intermediaries, competitors, and the environment. * Note to Instructor Types of intermediaries refers to channel members available to carry out channel work. Examples include the company sales force, manufacturer’s agency, and industrial distributors. * Note to Instructor In any channel producers and intermediaries need to agree on price policies, conditions of sale, territorial rights, and services provided by each party. * Note to Instructor Using economic criteria, a company compares the likely sales, costs, and profitability of different channel alternatives. The company must also consider control issues. Using intermediaries usually means giving them some control over the marketing of the product, and some intermediaries take more control than others. Other things being equal, the company prefers to keep as much control as possible. Finally, the company must apply adaptive criteria. Channels often involve long-term commitments, yet the company wants to keep the channel flexible so that it can adapt to environmental changes. * Note to Instructor Discussion Question If you were a manufacturer, how would you select channel members? Most likely they will look at years in business, profitability, and other products served. In managing channel members companies practice Partner relationship management (PRM) and supply chain management (SCM) to develop long term relationships. Discussion Question How do you motivate and evaluate channel members? Some students might have worked in stores where the salespeople were given rewards for excellent sales or service. * Note to Instructor Producers of a strong brand sometimes sell it to dealers only if the dealers will take some or all of the rest of the line. This is called full-line forcing. Such tying agreements are not necessarily illegal, but they do violate the Clayton Act if they tend to lessen competition substantially. The practice may prevent consumers from freely choosing among competing suppliers of these other brands. * Note to Instructor Marketing logistics involves: Outbound distribution—moving products from the factory to resellers and consumers. Inbound distribution—moving products and materials from suppliers to the factory. Reverse distribution—moving broken, unwanted, or excess products returned by consumers or resellers. * Note to Instructor Discussion Question What is the importance of logistics? Their responses should include: Competitive advantage by giving customers better service at lower prices. Cost savings to the company and its customers. Product variety requires improved logistics. Information technology has created opportunities for distribution efficiency. * Note to Instructor Distribution centers are designed to move goods rather than just store them. They are large and highly automated warehouses designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible. For example, Wal‑Mart operates a network of 112 huge U.S. distribution centers and another 57 around the globe. A single center, serves the daily needs of 75 to 100 Wal-Mart stores, typically contains some 1 million square feet of space (about 20 football fields) under a single roof. * Note to Instructor With such systems, producers and retailers carry only small inventories of parts or merchandise, often only enough for a few days of operations. New stock arrives exactly when needed, rather than being stored in inventory until being used. Just-in-time systems require accurate forecasting along with fast, frequent, and flexible delivery so that new supplies will be available when needed. * Note to Instructor Many companies use intermodal transportation, which combines two or more modes of transportation. Piggyback uses rail and truck Fishyback uses water and truck Airtruck uses air and truck * Note to Instructor Third party logistics offers the following: Provide logistics functions more efficiently Provide logistics functions at lower cost Allow the company to focus on its core business Are more knowledgeable of complex logistics *