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Marketing Channels _amp; Supply Chain Management

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					Marketing Channels & Supply
    Chain Management
 Universitas Atmajaya
          By
  Stefanus Manuntun Sitinjak MM

           http://www.thesmartmarketing.co.cc
Outline
• Supply Chains & Value Delivery Network
• The Nature & Importance of Marketing
  Channels

• Channel Behavior & Organization
• Channel Design Decisions
• Channel Management Decisions
• Marketing Logistics & Supply Chain Management
               http://www.thesmartmarketing.co.cc
Supply Chain &
Value Delivery Network                                    Wider View of SCM
                                                       Value Delivery Network
                 Supply Chain


   Suppliers
                             Distribution
                               Channels                     Customers


                The
               Company


                  http://www.thesmartmarketing.co.cc
The Nature & Importance of
Marketing Channels


 • Few Assortment                          • Few Qty
 • Large Quantity                          • Broad Assortment
      SUPPLY
                                                         DEMAND




                            Match

                    http://www.thesmartmarketing.co.cc
Channel Levels

  Producer       Producer                         Producer


                                                  Wholesaler


                   Retailer                        Retailer


 Consumer         Consumer                        Consumer
             http://www.thesmartmarketing.co.cc
Channel Behavior & Organization

 • Channel Conflict (Traditional Channel)
   – Same level
   – Different level                            Online Store by Producer

 • Vertical Marketing System
   – Corporate VMS                          Toshiba
   – Contractual VMS                               Most Automotive
                                                             Carefour
   – Administer VMS
 • Horizontal Marketing System                                  Wall Mart & Mc’D

 • Multi Channel Distribution System:
   – Catalog, telephone, internet, traditional
                       http://www.thesmartmarketing.co.cc
Channel Design Decision
 Analyzing Consumer                         Balance Cost &
        Needs                               Customer Price


  Setting Channel                          Targeted Market
    Objectives                                Segments


 Identifying Major                         Types, Numbers &
   Alternatives                             Responsibilities


Evaluating the Major                      Economic, Control
    Alternatives                       Issues, Adaptive Criteria

                    http://www.thesmartmarketing.co.cc
Channel Management Decisions

 • Selecting Channel Members
   – Capability
                           Hi-Tech Products
   – Performance
 • Managing & Motivating Channel Members
   – Partnership relationship management
                                                     GE
 • Evaluating Channel Members
   – Performance
   – Recognition & rewards

                http://www.thesmartmarketing.co.cc
Marketing Logistics & SCM
• Marketing Logistics = Physical Distribution
• Goal : Maximize service at least cost
• Major Functions:
   – Warehousing
   – Inventory Management
   – Transportation
   – Logistic Information Management:
      •   Orders
      •   Billing
      •   Inventory level
      •   Customer Data
                            http://www.thesmartmarketing.co.cc

				
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posted:8/25/2012
language:English
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