major points of ch. 1 1. key terms and definitions 2. why marketing channels and intermediaries?**...
TRANSCRIPT
Major PointsMajor Points of Ch. 1 of Ch. 1
1. Key Terms and Definitions
2. Why Marketing Channels and Intermediaries?**
3. Marketing Channels and other Marketing Concepts
4. The Flows in the Marketing Channels**
5. Basic Principles for Marketing Channels**
6. Evolution of Marketing Channel Concept
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Let’s Learn about:
Chapter 2Chapter 2
The Channel Participants
Major Points of Ch. 2Major Points of Ch. 2
1.Who Are Major Participants in the Marketing Channel*
2. Why does a manufacturer shift (delegate) Why does a manufacturer shift (delegate) distribution tasks to intermediaries?distribution tasks to intermediaries? **
3. Wholesalers (or Distributors)Wholesalers (or Distributors)
4. Retailers
5. Facilitating Agencies
1.Who Are Major Participants in the Marketing Channel*
2. Why does a manufacturer shift (delegate) Why does a manufacturer shift (delegate) distribution tasks to intermediaries?distribution tasks to intermediaries? **
3. Wholesalers (or Distributors)Wholesalers (or Distributors)
4. Retailers
5. Facilitating Agencies
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Let’s learn about:
Major Participants in the Marketing ChannelMajor Participants in the Marketing Channel22
Topic 1:
Producers&
Manufacturers
WholesaleIntermediaries
RetailIntermediaries
Intermediaries
Consumers Industries
Final Users
* Commercial Channel * Target Markets
11Topic 2:
Why Why shift /delegate shift /delegate distribution tasks to distribution tasks to intermediaries?*intermediaries?*
Producers &
Manufacturers
• lack expertise• lack economies of scale/
scope in distribution
Intermediaries
• spread high fixed costs over large quantities of
diverse products• achieve economies of scope and economies of
scale
22Example:Example: Distribution of Distribution of CrayonsCrayons
• Huge order processing facility• Huge inventory• Several warehouse locations• Transportation of product to consumers
= distribution cost prohibitive
A Manufacturer’s directdistribution to customers
requires
Value Chain Analysis**Value Chain Analysis**
Firm InfrastructureFirm InfrastructureHuman Resource ManagementHuman Resource Management
Technology DevelopmentTechnology DevelopmentProcurementProcurement
InboundLogistics
InboundLogistics OperationsOperations Outbound
Logistics
OutboundLogistics
Marketingand
Sales
Marketingand
SalesServiceService
Marg
in
Support Activities
Primary Activities
* Firm Boundary Issue
22Topic 3:
Major Types of Major Types of WholesalersWholesalers
M erchantw ho lesa ler
Agents, b rokers,&
com m issionm erchants
Independentm iddlem en
M anufacturers'sa les branches
&offices
M anufacturerow ned
All Wholesale Firm s
* Transfer Pricing Issue
22(Merchant) Wholesalers(Merchant) Wholesalers
BuyTake title to
StoreHandle
Large quantities/varieties of products
Resell to
Retailers
Industrial,commercial, orinstitutional concerns
OtherWholesalers
www.ingrammicro.com
22Agents, Brokers, & Commission Agents, Brokers, & Commission MerchantsMerchants
Involved in buying & selling
while acting on behalf of manufacturers
Involved in buying & selling
while acting on behalf of manufacturers
Commissions on
sales or purchases
Commissions on
sales or purchases
Ex) Latest Changes in IT Industry
22
Owned & operated by manufacturers
Distribute manufacturer’s
products at wholesale
Some wholesale allied & supplementary products
purchased from other manufacturers.
Manufacturers’ Sales Branches & Manufacturers’ Sales Branches & OfficesOffices
Separated from manufacturing plants
Question: Why would a manufacturer operate its own sales branches?
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Merchant Wholesalers’ Main Merchant Wholesalers’ Main Distribution TasksDistribution Tasksfor for ManufacturersManufacturers
• Operate at high levels of effectiveness and efficiency • Average cost curves lower than those for their suppliers
Provide market coverage Make sales contacts Hold inventory Process orders Gather market information** Offer customer support
Merchant Wholesalers’ Main Merchant Wholesalers’ Main Distribution Tasks To Serve Distribution Tasks To Serve
Customers*Customers*
22
Assure product availability Provide customer service Extend credit & financial
assistance Offer assortment
convenience Break bulk Help customers with
advice &technical support**
22Agent Wholesalers’ Main Distribution Agent Wholesalers’ Main Distribution TasksTasks
Manufacturers’ Agents
Market coverage
Sales contacts
22Agent Wholesalers’ Main Distribution Agent Wholesalers’ Main Distribution TasksTasks
Market coverage
Sales contacts Order
processingMarketing
information
Product availability
Customer services
Selling agents
22Agent Wholesalers’ Distribution Agent Wholesalers’ Distribution TasksTasks
Brokers
Market coverage
Sales contacts Order
processingMarketing
information
Product availability
Customer services
Ex) Food Brokers
Agent Wholesalers’ Main Agent Wholesalers’ Main Distribution TasksDistribution Tasks
22
CommissionMerchant
Market coverage
Sales contacts Order
processingBreaking bulkCreditHolding
inventory
22Trends in Wholesaler Trends in Wholesaler SizeSize & & ConcentrationConcentration
Measured by: Types of Wholesalers
Size of wholesaler
Majority are small businesses
Sales volume Nearly 40% of all firms have annual sales of less than $1 million
# of Employees per firm Almost 50% of firms had fewer than 5 employees
Economic concentration in terms of % of total
sales
50 largest manufacturers’ sales branches & offices garnered nearly 53% of sales for this
type
Retail StructureRetail Structure22Topic 4:
• By Ownership of Establishment
• By Kind of Business (Merchandise Handled)
• By Size of Establishment• By Degree of Vertical
Integration• By Type of Relationship with
other Business Organizations
• By Method of Consumer Contact
• By Type of Location• By Type of Service Rendered• By Legal Form of
Organization• By Management
Organizations or Operational Technique
Alternative Bases for Classifying Retailers
Kind-of-Business ClassificationsKind-of-Business Classifications22
Retail Trade
• Motor vehicle & parts dealers• Furniture & home furnishings
stores• Electronics & appliance
stores• Building material & garden
equip. & supply dealers• Food & beverage stores• Health & personal care
stores
• Gasoline stations• Clothing & clothing
accessories stores• Sporting goods, hobby, book,
& music stores• General merchandise stores• Miscellaneous store retailers• Nonstore retailers
Retail Structure TrendsRetail Structure Trends11
Decreasing number of establishments
Increasing sales
= increase in size of retail establishments measured by average sales volume
per store
11Concentration in RetailingConcentration in Retailing
4% of all retail firms accounted for nearly 80%
of total sales!!
Distribution Tasks Performed by Retailers Distribution Tasks Performed by Retailers 22
The role of the retailer is to interpret the demands of his customers and to find and stock the goods these customers want, when they want them, and in the way they want them. This adds up to having the right assortments at the time customers are ready to buy.
— Charles Y. Lazarus (1961)
22Distribution Tasks Performed by Distribution Tasks Performed by RetailersRetailers
• Interpret and relay consumer demand*
• Remove risk by ordering in advance of the season
• Divide large quantities into consumer-sized lots
• Offer manpower & physical facilities close to consumers’ residences
• Provide personal assistance to help sell products*
• Offer storage
• Interpret and relay consumer demand*
• Remove risk by ordering in advance of the season
• Divide large quantities into consumer-sized lots
• Offer manpower & physical facilities close to consumers’ residences
• Provide personal assistance to help sell products*
• Offer storage
RETAILER TYPE
MAIN FOCUS ON MARGIN
OR TURNOVER?
BULK-BREAKING
SPATIAL CONVEN-
IENCE
WAITING & DELIVERY
TIME
VARIETY (BREADTH)
ASSORT-MENT
(DEPTH)
Department store (e.g., May Co.)
Margin Yes Moderate Low wait time Broad Moderate/ Shallow
Specialty store (e.g., The Gap)
Margin Yes Moderate Low wait time Narrow Deep
Mail Order/ Catalog (e.g., Lands' End)
Margin Yes Extremely High Moderate/ High wait time
Narrow Moderate
Convenience store (e.g., 7-Eleven)
Both Yes Very High Low wait time Broad Shallow
Category killer (e.g., Toys "R" Us)
Turnover Yes Low Low wait time Narrow Deep
Mass Merchandiser (e.g., Wal-Mart)
Turnover Yes Low Moderate wait time (may be out of stock)
Broad Shallow
Hypermarket (e.g., Carrefour)
Turnover Yes Low Moderate wait time
Broad Moderate
Warehouse Club (e.g., Sam's Club)
Turnover No Low Moderate/high wait time (may be out of stock)
Broad Shallow
A TAXONOMY OF RETAILER TYPES*
Retailers’ Growing Power Retailers’ Growing Power in Marketing Channels*in Marketing Channels*
22
Increased size & buying power
Become power retailers &
category killers
Application of advancedTechnologies
Information technology & the Internet; threetailing*
Use of modern marketing strategies
Modern techniques; relationship marketing
THE INCREASING POLARITY OF RETAIL TRADE
Stagnant Rates ofGrowth and Low Profitability
ConventionalOutlets
Mass-Merchandisers:
High Tech
SpecializedRetail Outlets:
High Touch
High Rates ofGrowth and
Attractive Profitability
Facilitating Agencies in Marketing Facilitating Agencies in Marketing ChannelsChannels
Topic 5: 22
• Transportation agencies (3PLS)
• Storage agencies• Order processing agencies• Advertising agencies• Financial agencies• Insurance companies• Marketing research firms
SOME SOURCES OF INFORMATION ABOUT THE WHOLESALING/RETAILING
• General industry information:– http://www.naw.org (National Association of
Wholesaler-Distributors)– http://www.pwc.com/Extweb/industry.nsf/docid/F8F07C
9BBD28881A85256D9D00127C1C (a site run by PWC)
• Industry consultants: Pembroke Consulting, Inc.
Merrifield Consulting Group, Inc.
Indian River Consulting Group
Frank Lynn & Associates
Michael E. Workman & Associates
•We Missed Something in the Whole Discussion on Marketing Channel Participants.
•What is it?
•We Missed Something in the Whole Discussion on Marketing Channel Participants.
•What is it?
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