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MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT (The Role of Marketing…
MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT
The Role of Marketing Channels in Marketing Strategy
Sorting
Standardizing exchange transactions
Facilitate the exchange process
Facilitate searches by both buyers and sellers.
Types of Marketing Channels
Channels using marketing intermediaries
Dual Distributions
Direct selling
Reverse channels
Channel Management and Leadership
Channel conflict
b. Vertical conflict
c. The grey market
a. Horizontal conflict
Achieving channel cooperation
Channels Strategy Decisions
Selection of a marketing channel
b. Product factors
c. Organizational and competitive factors
a. Market factors
Determining distribution intensity
b. Selective distribution
c. Exclusive distribution
a. Intensive distribution
Vertical Marketing Systems
Corporate and administered systems
Contractual system
b. Retail cooperative
c. Franchise
a. Wholesaler- sponsered voluntary chain
Logistic and supply chain management
Enterprise Resource Planning (ERP)
Logistic cost control
Radio frequency identification (RFID)
Pysical Distribution
Customer service standars
Transportation
Classes of carries
b. Contract carries
c. Private carries
a. Common carries
Major Transportation modes
c. Water carries
d. Pipelines
b. Motor carries
e. Air freight
a. Railroads
f. Comparing the five modes of transport
Problem of suboptimization
Warehousing
Order processing
Protective packaging and material handling
Inventory control systems