Đang tải... (xem toàn văn)
Chapter 15 – Managing marketing channels and supply chains. After reading chapter 15, you should be able to: Explain what is meant by a marketing channel of distribution and why intermediaries are needed; distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems; describe factors that marketing executives consider when selecting and managing a marketing channel.
Copyright © 2015 McGrawHill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGrawHill Education LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LO 15-1 LO 15-2 Explain what is meant by a marketing channel of distribution and why intermediaries are needed Distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems 152 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LO 15-3 Describe factors that marketing executives consider when selecting and managing a marketing channel LO 15-4 Explain what supply chain and logistics management are and how they relate to marketing strategy 153 CALLAWAY GOLF: DESIGNING AND DELIVERING THE GOODS FOR GREAT GOLF 154 FIGURE 15-1 The variety of terms used for marketing intermediaries that vary in specificity and use in consumer and business markets 155 NATURE AND IMPORTANCE OF MARKETING CHANNELS LO 15-1 THE VALUE CREATED BY INTERMEDIARIES Marketing Channel Functions Intermediaries Perform • Transactional Function • Logistical Function • Facilitating Function Utilities Consumers Receive 156 FIGURE 15-2 Marketing channel intermediaries perform three functions, each consisting of different activities 157 MARKETING CHANNEL STRUCTURE AND ORGANIZATION LO 15-2 MARKETING CHANNELS FOR CONSUMER OFFERINGS Direct Channel Indirect Channel • Retailers • WholesalersRetailers • AgentsWholesalersRetailers 158 FIGURE 15-3 Common marketing channels for consumer products and services by the kind and number of intermediaries 159 MARKETING CHANNEL STRUCTURE AND ORGANIZATION LO 15-2 MARKETING CHANNELS FOR BUSINESS OFFERINGS Direct Channel Indirect Channel • Industrial Distributor • Agents • AgentsIndustrial Distributors 1510 LO 15-4 TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN Total Logistics Cost Concept Customer Service Concept 1534 FIGURE 15-10 Supply chain managers balance six total logistics cost factors against four customer service factors 1535 LOGISTICS MANAGEMENT IN A SUPPLY CHAIN LO 15-4 CUSTOMER SERVICE FACTORS Time • Order Cycle Time • Replenishment Time • Inventory Delivery Systems Quick Response Efficient Consumer Response 1536 LOGISTICS MANAGEMENT IN A SUPPLY CHAIN LO 15-4 CUSTOMER SERVICE FACTORS Dependability Communication Convenience • Vendor-Managed Inventory (VMI) 1537 LOGISTICS MANAGEMENT IN A SUPPLY CHAIN LO 15-4 TOTAL LOGISTICS COST FACTORS Third-Party Logistics Providers Transportation Mode Service Criteria • Cost • Dependability • Time • Accessibility • Capability • Frequency 1538 FIGURE 15-A Advantages and disadvantages of five transportation modes 1539 LOGISTICS MANAGEMENT IN A SUPPLY CHAIN LO 15-4 TOTAL LOGISTICS COST FACTORS—TRANSPORTATION Railroads • Unit Train • Intermodal Transportation Piggyback or Trailer on Flat Car Containers 1540 LO 15-4 TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN TOTAL LOGISTICS COST FACTORS—TRANSPORTATION Motor Carriers (Trucks) Air Carriers and Express Companies Freight Forwarders 1541 LO 15-4 TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN TOTAL LOGISTICS COST FACTORS—TRANSPORTATION Pipelines Water Carriers 1542 LO 15-4 TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN TOTAL LOGISTICS COST FACTORS— WAREHOUSING AND MATERIALS HANDLING Storage Warehouses Distribution Centers Materials Handling 1543 LO 15-4 TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN TOTAL LOGISTICS COST FACTORS—ORDER PROCESSING Stages of Order Processing Electronic Data Interchanges (EDI) Extranet 1544 TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN LO 15-4 TOTAL LOGISTICS COST FACTORS—INVENTORY MGMT Reasons for Inventory Inventory Costs • Capital Costs • Storage Costs • Inventory Service Costs • Risk Costs Supply Chain Inventory Strategies • Just-in-Time (JIT) Concept 1545 LO 15-4 CLOSING THE LOOP: REVERSE LOGISTICS Reverse Logistics UPS Video 1546 LO 15-4 MAKING RESPONSIBLE DECISIONS Reverse Logistics and Green Marketing Go Together at HP: Recycling E-Waste 1547 VIDEO CASE 15 AMAZON: DELIVERING THE GOODS… MILLIONS OF TIMES A DAY! 1548 ... Multichannel Marketing • Direct Marketing • Multichannel Marketing 15 12 FIGURE 15- 5 Consumer electronic marketing channels are similar to those for consumer products and services 15 13 LO 15- 2 MARKETING. .. AgentsWholesalersRetailers 15 8 FIGURE 15- 3 Common marketing channels for consumer products and services by the kind and number of intermediaries 15 9 MARKETING CHANNEL STRUCTURE AND ORGANIZATION LO 15- 2 MARKETING. .. 15 10 FIGURE 15- 4 Common marketing channels for business products and services by the kind and number of intermediaries 15 11 MARKETING CHANNEL STRUCTURE AND ORGANIZATION LO 15- 2 Internet Marketing