Marketing Channels & Supply Chain Management

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Presentation transcript:

Marketing Channels & Supply Chain Management Universitas Atmajaya By Stefanus Manuntun Sitinjak MM http://www.thesmartmarketing.co.cc

Outline Supply Chains & Value Delivery Network The Nature & Importance of Marketing Channels Channel Behavior & Organization Channel Design Decisions Channel Management Decisions Marketing Logistics & Supply Chain Management http://www.thesmartmarketing.co.cc

Supply Chain & Value Delivery Network Wider View of SCM Value Delivery Network Supply Chain Suppliers Distribution Channels Customers The Company http://www.thesmartmarketing.co.cc

The Nature & Importance of Marketing Channels Few Assortment Large Quantity Few Qty Broad Assortment SUPPLY DEMAND Match http://www.thesmartmarketing.co.cc

Channel Levels Producer Producer Producer Wholesaler Retailer Retailer Consumer Consumer Consumer http://www.thesmartmarketing.co.cc

Channel Behavior & Organization Channel Conflict (Traditional Channel) Same level Different level Vertical Marketing System Corporate VMS Contractual VMS Administer VMS Horizontal Marketing System Multi Channel Distribution System: Catalog, telephone, internet, traditional Online Store by Producer Toshiba Most Automotive Carefour Wall Mart & Mc’D http://www.thesmartmarketing.co.cc

Channel Design Decision Analyzing Consumer Needs Balance Cost & Customer Price Targeted Market Segments Setting Channel Objectives Types, Numbers & Responsibilities Identifying Major Alternatives Economic, Control Issues, Adaptive Criteria Evaluating the Major Alternatives http://www.thesmartmarketing.co.cc

Channel Management Decisions Selecting Channel Members Capability Performance Managing & Motivating Channel Members Partnership relationship management Evaluating Channel Members Recognition & rewards Hi-Tech Products GE http://www.thesmartmarketing.co.cc

Marketing Logistics & SCM Marketing Logistics = Physical Distribution Goal : Maximize service at least cost Major Functions: Warehousing Inventory Management Transportation Logistic Information Management: Orders Billing Inventory level Customer Data http://www.thesmartmarketing.co.cc

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