CHANNEL ROLES IN A DYNAMIC MARKETPLACE

Teacher ² Shahed Rahman Subject ² Marketing Channel Week ² 2

GAUSE·S PRINICIPLE
Gause·s Priniciple of Interspecific competition relates to channel roles Two Protozoa Need eight resources to survive Both struggle to survive If resources are limited ² both can survive Not enough resources ² one have to die

CHANNEL RELATIONSHIP MODEL (CRM)
It·s a complex environments where channel members operate Channel members must fight to achieve the competitive advantage

Competitive Superiority y Restrictive Ranges y Character Displacement
y

COMPETITIVE SUPERIORITY

A Channel member may emerge as a competitive superior It can force rivals to take the exit ¶Survival of the fittest·

RESTRICTIVE RANGES
Channel member may differ across distinctive environmental conditions Some prosper in one place while others flourish in different domains Each member recognize its limitation in environments and choose to compete in a different environment
y

Eg. Sears take of themsleves from financial market and focused on retail business

CHARACTER DISPLACEMENT

Channel members rapidly evolve in diverse ways Taking on different properties to minimize direct competition Each corporate must continuously adapt to dynamic channel environments

CHANNEL BEHAVIORS IN COMPETITIVE ENVIRONMENTS

Consider Sears, Kmart, Wal-Mart and Radio Shack. There stores overlap in the merchandise they sell, the customers they serve, and the areas where they operate. But to survive, each of there retailers has had to differentiate itself in important ways

INTERSPECIFIC COMPETITION IN MARKETING CHANNELS
How different business can exist in the same economic community by occupying different niches Each business must set itself apart in some meaningful way to prosper in competitive markets eg. Some follow everyday low pricing Some follow a unique product line

CHANGING ENVIRONMENTS: A SHARED CONCERN

React while environments are changing to achieve its current position In this process channel member attempt to differentiate itself from other member operating at the same level
y

Eg: Made in USA ² Focusing on quality rather than the price by saying its better than the imported goods.

CHANNEL ROLES IN EXCHANGE SYSTEM
Supplier Relationship Customer Relationship Lateral Relationship

SUPPLIER RELATIONSHIP
Involve three principal channel roles: y Source

Sources firms supply raw material Generate components parts, process materials, or finished goods Market products for resale or institutional use

y

Producers

y

Wholesalers

It was based on branded products Wholesalers are also performing sales and marketing functions that has been assigned to producers Take physical possession of the goods they market but they not assume ownership

WHOLESALERS CLASSIFICATION
Wholesaler Classification Merchant Wholesaler Manufacturer·s Sales Organization Agents /Brokers Commission Merchants Take Physical Possession Yes No Take Negotiation Title to Function Goods Performed Yes Yes Yes Yes Promotional Function Performed Yes Yes

No Yes

No No

Yes Yes

Yes Yes

CUSTOMER RELATIONSHIP
Retailers ( Store and Nonstore) y Consumers (Individual and Organizational)
y

Department Stores Specialty Stores Convenience Stores Discount Stores Variety Stores Supermarket

FOR A BETTER CUSTOMER RELATIONSHIP
Increase in the use of electronic shopping Increase in the use of mail order catalog/direct mail More manufacturer·s outlet ² it·s a fashion in US economy Hypermarket ² one stop mall ² self service

LATERAL RELATIONSHIP
Involve partnership between firms operating at the same channel level Based on cooperation and trust Shared goals and work together to improve design, quality, delivery, promotional or manufacturing Eg- Star Alliance

KEY CHANNEL RELATIONSHIPS AND CHANNEL ROLES
Channel Relationships Supplier Relationships Channel Roles Performed withing the Relationship Source Producers Wholesalers Retailers ( Store and nonstore) Consumers (Organizational and Individual ) Source Manufacture Wholesaler Retailer Source Manufacture Wholesaler Retailer

Customer Relationships

Lateral Relationship

ESTABLISHING CHANNEL ROLE IDENTITIES
Services Innovation Flexibility Timing

DISCUSSION QUESTION
Gause·s Principle of Interspecific Competition Compare the role of Wholesalers and Retailers Role Expectation

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