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  • Marketing Channels: Structure G and Functions

    Загружено:

    Amit Yadav
    17 просмотров9 страниц
    This document discusses marketing channels, their structure and functions. It defines a marketing channel as a set of interdependent organizations involved in making a product available for consumption. Channels exist to facilitate search between buyers and sellers and to help adjust discrepancies in supply and demand. Channels perform several marketing flows, like physical distribution, promotion, negotiation and financing. Selecting channel members is based on efficiency of flows and costs like storage, inventory carrying and order processing. Channels comprise manufacturers, intermediaries like wholesalers and retailers, and end users.

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    Оригинальное название

    MC-CH-1

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    © Attribution Non-Commercial (BY-NC)

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    This document discusses marketing channels, their structure and functions. It defines a marketing channel as a set of interdependent organizations involved in making a product available for consumption. Channels exist to facilitate search between buyers and sellers and to help adjust discrepancies in supply and demand. Channels perform several marketing flows, like physical distribution, promotion, negotiation and financing. Selecting channel members is based on efficiency of flows and costs like storage, inventory carrying and order processing. Channels comprise manufacturers, intermediaries like wholesalers and retailers, and end users.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    17 просмотров9 страниц

    Marketing Channels: Structure G and Functions

    Загружено:

    Amit Yadav
    This document discusses marketing channels, their structure and functions. It defines a marketing channel as a set of interdependent organizations involved in making a product available for consumption. Channels exist to facilitate search between buyers and sellers and to help adjust discrepancies in supply and demand. Channels perform several marketing flows, like physical distribution, promotion, negotiation and financing. Selecting channel members is based on efficiency of flows and costs like storage, inventory carrying and order processing. Channels comprise manufacturers, intermediaries like wholesalers and retailers, and end users.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 9

    Marketing gChannels:Structure andFunctions

    MarketingChannel
    4P 4Ps. s.PLACE PLACE ReasonsTodevelopMarketingChannel:
    Gatekeeper ImportantAssets ChannelExperience Awareness Framework IndirectSalesf force
    9/30/2013 SDMMCCH1 2

    WhatisaMarketingChannel?
    A A set of interdependent organizations involved in the process of making a product or service available for use or consumption.
    Setofinterdependentorganizations Aprocess(usuallyovertime) Processwithpurpose tosatisfyendusers
    9/30/2013 SDMMCCH1 3

    ImpetusforChannelChange
    DemandFactors
    Facilitation l of fSearch h
    IntermediaryChannelsarisebecausebuyersandsellerscannotfind eachother

    AdjustmentofAssortmentDiscrepancy
    Manufacturer=largequantityoflimitedvariety Consumers= largevarietyinsmallquantities(customization&choice) 1. Sortingout (packer:orangessizeandgrade) 2. Accumulation (wholesaler:gathertogethersupply) 3. Allocation ( (wholesaledistributor:breaking gbulk) ) 4. Assorting (complementarygoodsarebuiltuptogether)

    Bottomline:Meetingcustomerdemands,drivenby theconsumer.
    9/30/2013 SDMMCCH1 4

    ImpetusforChannelChange
    Supply pp yFactors
    RoutinizationofTransactions ReductionofContacts
    ElectronicDataInterchange,ContinuousReplenishment

    Employingmoreandmoreintermediariesissubjecttodiminishing returnssimplyfromthepointofviewofnumberandcostofcontacts inthemarket

    Bottomline mitigatingrisk,minimizing managementcost, cost maximizingutility

    9/30/2013

    SDMMCCH1

    9/30/2013

    SDMMCCH1

    Whatworkdothechannelsperform?
    Includestheperformanceofseveralmarketing flows.E.g..:
    Physical Ownership Promotion Physical Ownership Promotion Physical Ownership Promotion

    Producers

    Negotiation Fi Financing i Risking Ordering Payment

    Wholesalers

    Negotiation Fi Financing i Risking Ordering Payment SDMMCCH1

    Retailers

    Negotiation Fi Financing i Risking Ordering Payment

    Consumers: Industrial and Household

    9/30/2013

    SelectingOutputSuppliersBasedonCost Effi i Efficiency of fChannel Ch lFlows Fl


    Physicalpossession:Storageanddeliverycosts Ownership: Inventorycarryingcosts Promotion: P ti Personal P lselling, lli advertising, d ti i sales l promotions Negotiation: g Timeandlegal g costs Financing: Creditterms,conditionsofsales Risking: Priceguarantees,warranties,repair Ordering:Orderprocessingcosts Payment: Collections,baddebtcosts
    9/30/2013 SDMMCCH1 8

    Whocomprisesthechannel?
    Manufacturers Intermediaries( (not manufacturer, ,
    not enduser).e.g.? Wholesalers Retail R t il Specialized

    Performaspecificflowothere.g.?

    EndUsers
    9/30/2013 SDMMCCH1 9

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