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.
Trang 2LO 15-2
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO:
LO 15-1 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.
Trang 3LO 15-4
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.
Explain what supply chain and logistics management are and how they relate to marketing strategy.
Trang 4CALLAWAY GOLF: DESIGNING AND DELIVERING
THE GOODS FOR GREAT GOLF
Trang 5FIGURE 15-1 The variety of terms used for
marketing intermediaries that vary in specificity and use in consumer and business markets
Trang 6NATURE AND IMPORTANCE OF
Trang 7FIGURE 15-2 Marketing channel intermediaries perform three functions, each consisting of
different activities
Trang 8MARKETING CHANNEL STRUCTURE
Trang 9FIGURE 15-3 Common marketing channels for consumer products and services by the kind
and number of intermediaries
Trang 10MARKETING CHANNEL STRUCTURE
Trang 11FIGURE 15-4 Common marketing channels for business products and services by the kind
and number of intermediaries
Trang 12MARKETING CHANNEL STRUCTURE
AND ORGANIZATION
LO 15-2
• Direct Marketing
• Multichannel Marketing
Trang 13FIGURE 15-5 Consumer electronic marketing
channels are similar to those for consumer
products and services
Trang 14MARKETING CHANNEL STRUCTURE
Trang 15MARKETING MATTERS
Nestlé and General Mills—
Cereal Partners Worldwide
LO 15-2
Trang 16FIGURE 15-6 Three types of vertical marketing systems: corporate, contractual (most
popular), and administered
Trang 17MARKETING CHANNEL STRUCTURE
Trang 18MARKETING CHANNEL STRUCTURE
Manufacturer-Sponsored Retail Franchises
Manufacturer-Sponsored Wholesale Franchises
Service-Sponsored Retail Franchises
Trang 19MARKETING CHANNEL CHOICE
Trang 20MARKETING CHANNEL CHOICE
Trang 21MARKETING INSITE
Visit an Apple Store to See What All the Excitement is About
LO 15-3
Trang 22Jiffy Lube and Petco
What buyer requirements have been satisfied?
LO 15-3
Trang 23USING MARKETING DASHBOARDS
Channel Sales and Profit at Charlesburg Furniture
LO 15-3
Trang 24MARKETING CHANNEL CHOICE
Trang 27FIGURE 15-7 The Clayton Act and Sherman
Act restrict specific marketing channel
strategies and practices
Trang 28LOGISTICS AND SUPPLY CHAIN MANAGEMENT
Management
• The Automotive Supply Chain
Trang 29FIGURE 15-8 Relating logistics management
and supply chain management to supplier
networks and marketing channels
Trang 30FIGURE 15-9 The automotive supply chain
includes thousands of firms that provide the
functional components, parts, etc in a car
Trang 31LOGISTICS AND SUPPLY CHAIN MANAGEMENT
SUPPLY CHAIN MGMT AND MKT STRATEGY
LO 15-4
Marketing Strategy
• Understand the Customer
• Understand the Supply Chain
• Harmonize the Supply Chain with the Marketing Strategy
Trang 32MARKETING MATTERS
IBM’s Integrated Supply Chain—
A Total Solution for Its Customers
LO 15-4
Trang 33LOGISTICS AND SUPPLY CHAIN MANAGEMENT
SUPPLY CHAIN MGMT AND MKT STRATEGY
LO 15-4
• Cross-docking
Trang 34TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN
LO 15-4
Trang 35FIGURE 15-10 Supply chain managers balance six total logistics cost factors against four
customer service factors
Trang 36• Order Cycle Time
• Inventory Delivery Systems
• Replenishment Time
Trang 39FIGURE 15-A Advantages and
disadvantages of five transportation modes
Trang 41TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN
TOTAL LOGISTICS COST FACTORS—TRANSPORTATION
Trang 42TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN
TOTAL LOGISTICS COST FACTORS—TRANSPORTATION
LO 15-4
Trang 43TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN
TOTAL LOGISTICS COST FACTORS—
WAREHOUSING AND MATERIALS HANDLING
LO 15-4
Trang 44TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN
TOTAL LOGISTICS COST FACTORS—ORDER PROCESSING
LO 15-4
Trang 45TWO CONCEPTS OF LOGISTICS MANAGEMENT IN A SUPPLY CHAIN
TOTAL LOGISTICS COST FACTORS—INVENTORY MGMT
LO 15-4
• Capital Costs
• Inventory Service Costs
• Storage Costs
• Risk Costs
• Just-in-Time (JIT) Concept
Trang 46CLOSING THE LOOP:
REVERSE LOGISTICS
LO 15-4
Trang 47MAKING RESPONSIBLE DECISIONS
Reverse Logistics and Green Marketing
Go Together at HP: Recycling E-Waste
LO 15-4
Trang 48AMAZON: DELIVERING THE GOODS…
MILLIONS OF TIMES A DAY!
VIDEO CASE 15