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Marketing channel: system of marketing institutions that promotes the physical flow of goods and services, along with ownership title, from producers to consumer or business user; also called a distribution channel
Channels provide the means by which the firm moves the goods and services it produces to ultimate users Channels perform four important functions. They:
Direct Selling
Direct channel: marketing channel that moves goods directly from a producer to ultimate user Direct selling: strategy designed to establish direct sales contract between producer and final user
Dell
Dell Computer: A Direct Seller of Computers
DUAL DISTRIBUTION
Dual distribution:
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Channel design includes decisions concerning channel length and channel width Factors which impact the selection of a marketing channel include:
Producer factors
Competitive factors
CHANNEL STRATEGY DECISIONS Distribution intensity: number of intermediaries through which a manufacturer distributes its goods Intensive distribution: channel policy in which a manufacturer of a convenience product attempts to saturate the market
CHANNEL STRATEGY DECISIONS Exclusive distribution: channel policy in which a firm grants exclusive rights to a single wholesaler or retailer to sell its products and a particular geographic area Selective distribution: channel policy in which a firm chooses only a limited number of retailers to handle its product line
Channel Management
Once channels have been designed, the challenge becomes effectively managing all the relationships The challenge is to set up a system or method for assigning responsibilities, controlling behaviors, and monitoring performance Various forms of Vertical Marketing Systems allow us to do this
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Corporate Systems
Administered Systems
Contractual Systems
Ryder
Ryder, a Member of the Supply Chain, Helps Firms Control Their Delivery Costs
PHYSICAL DISTRIBUTION
A companys physical distribution system contains the following elements:
Customer Service Transportation Inventory Control Protective packaging and materials handling Order Processing Warehousing
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Transportation
Common carriers move freight via all modes of transportation for the general public Contract carriers do not serve the general public Private carriers do not offer services for hire, but provide transportation services solely for internally generated freight
Classes of Carriers
Transportation
Railroads Motor Carriers Water Carriers Pipelines Air Freight Freight Forwarders and Supplemental Carriers Intermodal Coordination
FedEx
FedEx: Now Offering a Form of Multinational Intermodal Coordination for Freight When Speed Is Needed
Rail
Average
Average
Low
Low
High
Average
Water
Truck Pipeline Air
Very slow
Fast Slow Very fast
Average
High High High
Very low
High High Average
Limited
Very extensive Very limited Average
Very high
Average Very low Low
Very low
High Low Very high
Warehousing
Storage Warehouse: warehouse that holds goods for moderate to long periods prior to shipment, usually to buffer seasonal demand Distribution Warehouse: