wholesaling chapter 13. marketing channels what is a marketing channel? what is a marketing channel?...
DESCRIPTION
Marketing Channels- B2C Schwan’s Consumer General Motors Consumer Retailer Mansar Products Mars Wholesaler AgentTRANSCRIPT
Wholesaling
Chapter 13
Marketing Channels What is a marketing channel? Intermediaries
Transactional role Logistical role Facilitation role
Marketing Channels- B2CSchwan’s
Consumer
General Motors
Consumer ConsumerConsumer
Retailer RetailerRetailer
Mansar ProductsMars
Wholesaler Wholesaler
Agent
Marketing Channels- B2BIBM
Industrial User
Caterpillar
Industrial User
Industrial User
Industrial User
Industrial Distributor
Industrial User
Harkman Electric
Stake Fastener
Agent Agent
Other Channel Terms Direct Marketing Channels
L.L. Bean Dual Distribution
Hallmark Strategic Channel Alliances
Kraft & StarbucksSource: www.hallmark.com
Channel Intermediaries Merchant Wholesalers
Full-service General-merchandise Specialty-merchandise
Limited-service Rack jobbers Cash & carry Drop shippers Truck jobbers
Agents & Brokers Characteristics Manufacturer’s Agents Selling Agents Brokers
Source: http://www.optimumscouting.com
Channel Partnerships Vertical Marketing Systems
Corporate Forward integration: Sherwin-Williams Backward integration: Kroger
Contractual Wholesaler-sponsored Voluntary Chains Retailer-sponsored Cooperatives Franchising
Administered Administered Vertical Marketing Systems
Factors Determining Channels Choice
Environmental Factors Consumer Factors Product Factors Company Factors
Considerations Target Market Coverage Buying Requirements Profitability
Considerations Target Market Coverage
Intensive distribution Exclusive distribution Selective distribution
Considerations Buyer Requirements
Information Convenience
Proximity 8-second rule
Variety Breadth and depth of products offered by
intermediary Attendant Services
Considerations Profitability
How are margins divided?
Types of Conflict Vertical conflict
Disintermediation Profit margin distribution Attention given to products
Horizontal conflict Infringement upon market area Different retailers selling same brand
Cooperation Channel Captain
Economic influence Expertise influence Identification
influence Legitimate
influence
Legal Issues Dual distribution
Too much power? Exclusive Dealing Tying Arrangements