Marketing bán hàng - Chapter 11: Place and development of channel systems

Chapter 11: Place andDevelopment ofChannel SystemsWhen you finish this chapter, you should11-2Chapter 11 Objectives 1. Understand what product classes suggest about Place objectives.2. Understand why some firms use direct channel systems while others rely on intermediaries and indirect systems.3. Understand how and why marketing specialists develop to make channel systems more effective.4. Understand how to develop cooperative relationships— and avoid conflicts—in channel systems.5. Know how channel members in vertical marketing systems shift and share functions—to meet customer needs.6. Understand the differences between intensive, selective, and exclusive distribution.7. Understand the important new terms.Strategy Decision Areas in PlaceExhibit 11-111-3Type ofchannelType of physical distributionfacilities neededHow to managechannelsMiddlemen/facilitators neededDegree of marketexposure desiredIndirectDirectPlace objectivesCustomerservicelevel desiredWhy a Firm May Want to Use Direct ChannelsGreater ControlLower CostValue added subsequent to production processDirect contact withCustomer NeedsQuicker Response orChange in Marketing MixSuitable Middlemen NotAvailableSomeReasonsfor ChoosingDirect Channels11-4AccumulatingBulk-BreakingAssortingSortingRegrouping Activities11-5Managing Channel RelationshipsRole of Channel CaptainCommon ObjectivesConflict HandlingWhole-Channel Product-Market CommitmentChoosing the Type of RelationshipKeyIssues inChannelManagement11-6Vertical Marketing SystemsExhibit 11-311-7CharacteristicsType of channelLittle ornoneSome to goodFairly goodto goodCompleteNoneEconomic power and leadershipContractsOne company ownershipTypical “inde-pendents” McDonald’sFlorsheimGeneral ElectricAmount of cooperationTraditionalVertical marketing systemsAdministeredContractualCorporateControl maintained byExamples= number ofoutletsIntensive SelectiveExclusiveWhat MarketExposureFits theMarketingObjectives11-8Market ExposurePlaceChannel of DistributionDirect MarketingDiscrepancy of QuantityDiscrepancy of AssortmentRegrouping Activities Accumulating Bulk-Breaking Sorting AssortingTraditional Channel SystemsChannel CaptainVertical Marketing Systems Corporate Systems Vertical Integration Administered Systems Contractual SystemsIdeal Market ExposureIntensive DistributionSelective DistributionExclusive DistributionDual DistributionReverse ChannelsKey Terms