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CHAPTER 5: RETAIL CHANNEL BEHAVIOUR - Coggle Diagram
CHAPTER 5: RETAIL CHANNEL BEHAVIOUR
Marketing Functions in a Supply Chain
📊 Information: Gathering & analyzing data to inform strategy
🛒 Buying: Acquiring products to meet demand
🗣️ Selling: Promoting and selling to customers
🚚 Transporting: Moving goods efficiently
🏬 Storing: Inventory management
✅ Standardizing & Grading: Ensuring quality & uniformity
💰 Financing: Managing operational funds
⚠️ Risk-Taking: Dealing with uncertainties in logistics
External Forces Affecting Supply Chain
🌍 Socio-Cultural: Market behaviour, product demand
⚔️ Competitive: Level of industry competition
💰 Economic: Market readiness for new tech/products
💻 Technological: Infrastructure & advanced systems
🏛️ Political-Legal: Laws & regulations affecting operations
Types of Channel Members
🧱 Raw Materials
🧩 Suppliers
🏭 Manufacturers
🚛 Distributors/Wholesalers
🏬 Retailers
Supply Chain / Retail Channel
Movement of goods: production → consumption
Involves interdependent channel members
Retailer–Supplier Relationship Management
🤝 Dependency: Mutual reliance in the chain
💪 Power Types:
Reward
Expertise
Referent
Coercive
Legitimate
⚠️ Conflict Sources:
Differing perceptions
Incompatible goals
Disagreements
Managing Info Flow via Technology
🧠 Internal systems (TPS, ERP)
🛠️ Vendor relations support
📞 CRM (call centers, orders)
🛰️ RFID tech for item tracking
Facilitating Institutions (Support Members)
🔗 Brokers, Agents
💼 Financial Institutions
🧠 Market Researchers
🚚 Transporters
🏢 Warehouses
📢 Advertising Agencies
🛡️ Insurance Firms
Channel Collaboration
🔁 Mutual trust
🗨️ Two-way communication
🤝 Solidarity
Implications for Retailers
🧾 Lower operational costs
🧍♂️ Long-term relationships
💳 Credit terms
📦 Smaller, cheaper purchases
💼 Customer loyalty