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integrating marketing strategy and the supply chain

integrating marketing strategy and the supply chain

ID：7294351

大小：195.36 KB

页数：24页

时间：2018-02-10

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1、PartVIntegratingMarketingStrategyandtheSupplyChainThispageintentionallyleftblank10ChannelsofDistributionInmanycases,itisnotefficientforthefirmtosellitsproductsorservicesdirectlytotheconsumer.Instead,itisbetterforthefirmtosellitsproductsthroughthirdpartiessuchaswholesalers,distributors,andretailers

2、.Often,thesethirdpartiesalsosellproductsmadebythefirm’scompetitors.Insomecases,firmsuseahybridapproach.Thatis,theyselltheirproductsdirectlytotheconsumer(e.g.,viatheInternetortheirowndedicatedsalesforces)andalsothroughthirdparties.Inthischapterwediscusshowthefirmshouldcoordinateitsmarketingpolicie

3、sacrossthesedifferentchannelstomaximizeitsperformance.Theinformationcoveredinthischapterwillbeusefulwhenyouarefacedwiththefollowingtypesofdecisions:•Whatpricingstrategyshouldmyfirmusewhenitsellsitsproductthroughanexclusivedistributor?•Whatpricingstrategyshouldapowerfulmanufacturerusevis-à-visadi

4、stributor?•Whatpricingstrategyshouldapowerfulretailerusevis-à-visamanufacturer?•Whatpricingstrategyshouldamanufacturerusevis-à-visadistributorifthemanufactureralsosellsitsproductontheInternet?•Underwhatconditionsshouldmanufacturersanddistributorsshareadvertisingcosts?Howshouldthesecostsbeshare

5、d?•Shouldbrandedandgenericproductsusedifferentchannelpricingstrategies?183184INTEGRATINGMARKETINGSTRATEGYANDTHESUPPLYCHAIN•Whatpricingstrategiesshouldmyfirmusewhenithasdistributorsindifferentgeographicalareasandcountries?•Whatpricingstrategyshouldmyfirmchoosewhenitusesnonexclusivedistributors?•Und

6、erwhatconditionsshouldmyfirmverticallyintegrateitsoperations?•Howshoulddifferentfirmsinasupplychaincoordinatetheirmarket-ingactivities?Thefollowingtermswillbeintroducedinthischapter(seeglossaryfordefinitions):arbitragemultilevelchannelssocialwelfareasymmetricinformationnetofcannibalizationstrategi

7、cchannelofdistributionnonexclusiveinterdependencechannelstabilitydistributorsupplychainconsumersurpluspricesensitivitytaperedverticaleconomicpowerproductdifferentiationintegrationeconomicprofitquantitydiscountstransactioncostsexclusivedis

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