Class: Bbus6.5
Student ID: 31151022491
From the economic systems point of view, the role of marketing intermediaries is to
transform the assortments of products made by producers into the assortments
wanted by consumers.
Producers make narrow assortments of products in large quantities, but consumers
want broad assortments of products in small quantities.
Marketing channel members buy large quantities from many producers & break
them down into the smaller quantities & broader assortments desired by
consumers.
Intermediaries play an important role in matching supply & demand.
Channel members add value by bridging the major time, place, and possession gaps
that separate goods and services from those who would use them
Some help to complete transactions:
Information
Promotion
Contact
Matching
Negotiation
Physical distribution
Financing
Risk taking
Moreover, all the institutions in the channel are connected by several types of flow:
Channel Behavior
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
Analyzing
consumer
needs
Setting
channel
objectives
Identifyin
g major
channel
alternativ
es
Evaluatio
n
Types of intermediaries
Intensive distribution
Candy and toothpaste
Exclusive distribution
Luxury automobiles and prestige clothing
Selective distribution
Television and home appliance
Economic criteria
Control
Adaptive criteria
Managing
channel
members
Motivating
channel
members
Evaluating
channel
members
Companies must decide on the best way to store, handle, & move their products &
services so that they are available to customers in the right assortments, at the
right time, & in the right place.
Logistics effectiveness has a major impact on both customer satisfaction &
company costs.
Companies today are placing greater emphasis on logistics for several reasons:
-
Minimum
distributi
on cost
Maximu
m
customer
service
Major Logistics Functions
Warehousing
A company must decide on how many and what types of warehouses it needs and
where they will be located.
The company might use:
-
Like almost everything else these days, warehousing has seen dramatic changes in
technology in recent years.
Computers & scanners read orders & direct lift trucks, electric hoists, or robots to
gather goods, move them to loading docks, & issue invoices.
Inventory Management
Inventory management also affects customer satisfaction.
Managers must maintain the delicate balance between carrying too little inventory
& carrying too much.
-
With too little stock, the firm risks not having products when customers want
to buy.
Carrying too much inventory results in higher-than-necessary inventorycarrying costs & stock obsolescence.
In managing inventory, firms must balance the costs of carrying larger inventories
against resulting sales & profits.
just in time logistics system: result in substantial savings in inventory-carrying
& handling costs.
RFID
Transportation
The choice of transportation carriers affects:
-
Pricing of products
Delivery performance
Condition of goods when they arrive
Truck
Rail
Water
Pipelin
e
Air
Intern
et