Chapter 12 MKTG 3401

Upstream Channels
Raw materials, components, parts, info., finances, expertise
Downstream (Marketing channels/distribution channels)
look towards the customer; includes marketing channel partners such as wholesalers and retailers
Value Delivery Network
A network composed of the company, suppliers, distributors, and customers who partner with each other to improve the performance of the entire system in delivering customer value.
Marketing channel (distribution channel)
A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business users. a company’s channel affect every other marketing decision.
Channel Level
A layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer.
Direct Marketing Channel
A marketing channel that has no intermediary levels. From producer to customer.
Indirect Marketing Channels
channels that include one or more intermediaries. Ex: producer to retailer to consumer. Ex2: producer to wholesaler to retailer and to customer.
Channel Conflicts
Disagreements among marketing channel members on goals, roles, and rewards- who should do what and for what rewards.
Horizontal Conflict
Occurs among firms at the same level of the channel ex: Ford dealers in Chicago may complain about competition from other dealers bc they are setting their prices too low.
Vertical Conflict
Conflict between different levels of the same channel. Ex: KFC and its franchisees were in conflict over the company’s decisions.
Vertical Marketing Systems: Conventional Distribution Channel
A channel consisting of one or more independent producers, wholesalers, and retailers, each separate business seeking to maximize its own profits, perhaps even at the expense of profits for the system as a whole. They lack leadership and power.
Vertical Marketing Systems: Vertical Marketing System
A channel structure in which producers, wholesalers, and retailers act as unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate. Has leadership.
Corporate MS
A vertical system that combines successive stages of production and distribution under single ownership- channel leadership is established through common ownership.
VMS- Vertical Marketing System
includes corporate, contractual, and administered.
Contractual VMS
A vertical marketing system in which independent firms at different levels of production and distribution together through contracts
Franchise organization
A contractual vertical marketing system in which a channel member, called a franchisor, links several stages in the production-distribution process.
Three types of franchises
1. Manufacturer sponsored retailer franchise
2. Manufacturer-sponsored wholesaler franchise system
3. Service-firm-sponsord retailer franchise system
Administered VMS
A vertical marketing system that coordinates successive stages of production and distribution through size and power of one of the parties.
Horizontal Marketing system
A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity. ex: walmart with mcdonalds
Multichannel distribution system
A distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments.
Disintermediation
The cutting out of marketing channel intermediaries by product or service producers or the displacement of traditional resellers by radical new types of intermediaries.
Marketing channel design
designing effective marketing channels by analyzing customer needs, setting channel objectives, identifying major channel alternatives,and evaluating those alternatives.
Intensive Distribution
stocking the product in as many outlets as possible. Used by producers of convenience products and common raw materials. ex: toothpaste, candy
Exclusive distribution
giving a limited number of dealers the exclusive right to distribute the company’s product in their territories. usually found in luxury brands like bentley’s
Selective distribution
the use of more than one but fewer than all of the intermediaries who are willing to carry the company’s products. ex: television, furniture, and home appliances brands
Marketing Channel Management
selecting, managing, and motivating individual channel members and evaluating their performance over time.
Marketing logistics (or physical distribution)
planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit.
Supply chain management
Managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers.
Distribution Center
A large, highly automated warehouse designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible.
Intermodal transportation
Combining two or more modes of transportation.
Integrated logistic management
the logistics concept that emphasizes teamwork- both inside the company and among all the marketing channel organizations – to maximize the performance of the entire distribution system.
Third-party logistics (3PL) providers
an independent logistics provider that performs any or all of the functions required to get a client’s product to market