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1、MarketingChannels andSupplyChainManagementChapter12LearningGoalsKnowwhycompaniesusedistributionchannelsandunderstandthefunctionsthatthesechannelsperform.Learnhowchannelmembersinteractandhowtheyorganizetoperformtheworkofthechannel.Knowthemajorchannelalternativesthatareopento
2、acompany.Comprehendhowcompaniesselect,motivate,andevaluatechannelmembers.Understandthenatureandimportanceofmarketinglogisticsandintegratedsupplychainmanagement.CaseStudy CaterpillarDominatesworld’smarketsforheavyconstructionandminingequipment.Independentdealersarekeytosucce
3、ssDealernetworkislinkedviacomputersCaterpillarstressesdealerprofitability,extraordinarydealersupport,personalrelationships,dealerperformanceandfull,honest,andfrequentcommunicationsLearningGoalsKnowwhycompaniesusedistributionchannelsandunderstandthefunctionsthatthesechannels
4、perform.Learnhowchannelmembersinteractandhowtheyorganizetoperformtheworkofthechannel.Knowthemajorchannelalternativesthatareopentoacompany.Comprehendhowcompaniesselect,motivate,andevaluatechannelmembers.Understandthenatureandimportanceofmarketinglogisticsandintegratedsupplyc
5、hainmanagement.DefinitionsValueDeliveryNetworkThenetworkmadeupofthecompany,suppliers,distributors,andultimatelycustomerswho“partner”witheachothertoimprovetheperformanceoftheentiresystem.MarketingchannelSetofinterdependentorganizationsinvolvedintheprocessofmakingaproductorse
6、rviceavailableforuseorconsumptionbytheconsumerorbusinessuser.ThisadfromHomeDepotcommunicatesthecompany’sdedicationtodiversificationinitsvaluedeliverynetworkNature&ImportanceofMarketingChannelsChannelchoicesaffectotherdecisionsinthemarketingmixPricing,marketingcommunications
7、AstrongdistributionsystemcanbeacompetitiveadvantageChanneldecisionsinvolvelong-termcommitmentstootherfirmsStrongDistributionasaCompetitiveThreatFedEximproveditsdistributionbyacquiringKinko’sin200412-12Nature&ImportanceofMarketingChannelsHowChannelMembersAddValueFewercontact
8、s.Matchproductassortmentdemandwithsupply.Bridge,time,place,andpossessiongapsthatse
