Chapter 12 Marketing Channels Producing a product or service and making it available to buyers requires building relationships not only

with customers but also with key suppliers and resellers in the companys supply chain. Downstream side of supply chain is marketing chains Value Delivery network- made up of the company, suppliers, distributors, and ultimately, customers who partner with each other to improve the performance of the entire system. We examine four major questions concerning marketing channels: what is the nature of marketing channels and why are they important? How do channel forms interact and organize to do the work channel? What problems do companies face in designing and managing their channels? What role do physical distribution and supply chain management play in attracting and satisfying customers? Marketing Channel (or distribution channel)- a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user. A companys channel decisions directly affect every other marketing decision Many company have used imaginative distribution systems to gain a competitive advantage. Ex. Apple turned the retail music business by selling music for ipod via the internet on itunes Distribution channel decisions often involve long-term commitments to other firms How Channel Members Add Value Producers use intermediaries because they create greater efficiency in making goods available to target markets. (intermediaries reduce the amount of work that must be done by both the producers and consumers) Intermediaries can provide economics, each using direct marketing to reach three customers. The role of intermediaries is to transform the assortments of products made by producers into the assortments wanted by consumers Big food and discount retailers, such as walmart and Target, buy Lever 200 by the truckload and stock it on their shelves. In turn you can buy a single bar of soap In making products and services available to consumers, channel members add value by bridging the major time, place and possession gaps that separate goods and services from those who use them. o Information: gathering and distributing marketing research and intelligence information about actors and forces in the marketing environment needed for planning and aiding exchange. o Promotion: developing and spreading persuasive communications about an offer o Contact: finding and communicating with prospective buyers. o Matching: shaping and fitting the offer to the buyers need, including activities such as manufacturing, grading, assembling and packaging o Negotiations: reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred. o Physical distribution: transporting and storing goods. o Financing: acquiring and using funds to cover the costs of the channel work o Risk taking: assuming the risks of carrying out the channel work. When some of these functions are shifted to intermediaries, the producers costs and prices may be lower, but the intermediaries must change more to cover the costs of their work

Channel Level- a layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer. The number of intermediary levels indicates the length of a channel Direct Marketing Channel- has no intermediaries. Ex. May Kay Cosmetics Indirect Marketing Channels- containing one or more intermediaries Channel Behavior A marketing channel consists of firms that have partnered for their common good. Each channel member depends on the others Each channel member plays a specialized role in the channel The channel will be most effective when each member assumes the task it can do best They often disagree on who should do what for what rewards. Such disagreements over goals, roles and rewards generate channel conflict. Horizon conflict- occurs among firms at the same level of the channel Vertical conflict- conflicts between different levels of the same channel, is even more common Some conflict in the channel takes the form of healthy competition. Such competition can be good for the channel; without it, the channel could become passive and noninnovative One of the biggest channel developments over the years has been the emergence of vertical marketing systems that provide channel leadership. Conventional distribution channel- consists of one or more independent producers, wholesales, and retailers. Each is a separate business seeking to maximize its own profits, perhaps even at the expense of the system as a whole. No channel member has much control over the other members, and no formal means exists for assigning roles and resolving channel conflict Vertical marketing system (VMS)- consists of producers, wholesalers and retailers acting as a unified system. One channel member owns the others, has contracts with them, or wields so much power that they must all cooperate. Corporate VMS- integrates successful stages of production and distribution under single ownership. Coordination and conflict management are attained through regular organizational channels. Ex.- Luxottica produces many famous eyewear brands then sells them through different stores such as LensCrafters. FOSSIL Contractual VMS- consists of independent firms at different levels of production and distribution who join together through contracts to obtain more economies or sales impact than each could achieve alone. Channel members coordinate their activities and manage conflict through contractual agreements. Franchise Organization- the most common type of contractual relationship. A channel member called a franchisor links several stages in the production-distribution process. Manufacturer-sponsored retailer franchise system- Ford and its network of independent franchised dealers. Manufacturer-sponsored wholesaler franchise system- Coke licenses bottlers in various markers who buy a coke syrup concentrate and the bottle and sell the finished product to retailers in local markets.

Service-firm-sponsored retailer franchise system- Burger King and its nearly 10,500 franchisee-operated restaurants around the world.

Administered VMS- leadership is assumed not through common ownership or contractual ties but through the size and power of one or a few dominant channel members. Manufactures of a top brand can obtain trade cooperation and support from resellers. Ex.- Kraft can command unusual cooperation from resellers regarding displays, shelf space, promotions and price policies. Horizontal Marketing System- two or more companies at one level join together to follow a new marketing opportunity. By working together, they can combine their financial, production or marketing resources to accomplish more than any one company could alone. EX.- McDonalds places express versions of its restaurants in Walmart stores. Multichannel Distribution System- a single forms sets up two or more marketing channels to reach one or more customer segments. Use has increased greatly.

Advantages Increased sales and market coverage New opportunities to tailor products and services to specific needs of diverse customer segments Challenges Hard to control Create channel conflict Disintermediation- a big term with a clear message and important consequences. Occurs when product or service producers cut out intermediaries and go directly to final buyers or when radically new types of channel intermediaries displace traditional ones. Ex. JetBlue, and other airlines sell tickets directly to final buyers/ Disintermediation presents both opportunities and problems for producers and resellers. Channel innovators who find new ways to add value in the channel can sweep aside traditional resellers and reap the rewards. In turn, traditional intermediaries must continue to innovate to avoid being swept aside. Ex. Netflix and Blockbuster situation

To remain competitive, product and service producers must develop new channel opportunities such as the internet and other direct channels. Developing these new channels often brings them into direct competition with their established channels, resulting in conflict Marketing channel design- designing effective marketing channels by analyzing customer needs, setting channel objectives, identifying major channel alternatives and evaluating those alternatives. Analyzing Customer Needs- design the marketing channel starts with finding out what target consumers want from the channel. The faster the delivery, the greater the assortment provided, and the more add-on services supplied, the greater the channels service level. The company and its channel members may not have the resources or skills needed to provide all the desired services. The success of discount retailing shows that consumers will often accept lower service levels in exchange for lower prices. Setting Channel Objectives- a company can identify several segments wanting different levels of service. The company should decide which segments to serve and the best channels to use in each case. Minimize the total channel cost of meeting customer-service requirements. Influenced by the nature of the company, its product, its marketing intermediaries, its competitors, and the environment. o In some cases a company may want to compete in or near the same outlets that carry competitor products Ex. Maytag wants its appliances displayed alongside competing brands to facilitate comparison shopping. Other companys avoid this. o Environmental factors such as economic conditions and legal constraints may affect channel objectives and design. Identifying Mayor Alternatives Types of intermediaries o Most companies face many channel member choices. Dell sold directly to final consumers and business buyers only through phone and Internet marketing channels. To reach more consumers and match competitors, Dell started to sell its computers in stores. o More channels open up or opportunities but are harder to manage and control. o Intensive distribution- a strategy in which they stock their products in as many outlets as possible. Ex Kraft and Coke. o Exclusive Distribution= the producer gives only a limited number of dealers the exclusive right to distribute its products in their territories. Ex.-distribution of luxury brands such as Bentley, enhances the brands images and allows for higher markups o Selective distribution- the use of more than one but fewer than all the intermediaries who are willing to carry a companys products. Ex. Whirlpool and GE sell their major appliances through dealer networked and selected larger retailers. They can develop good working relationships with selected channel members and expect a better than average selling effort o Responsibilities of Channels- They should agree on price policies, conditions of sales, territory rights and the specific services to be performed by each party. The producer should establish a list price and a fair set of discounts for the intermediaries. It must define each channel members territory and it should be careful about where it places new resellers. o McDonalds provides franchises with promotional support, a record keeping system, training at Hamburger University and general management assistance.

Evaluating the Major Alternatives o Using economic criteria, a company compares the likely sales, costs and profitability of different channel alternatives. The company must also consider control issues. Using intermediaries usually means giving them some control over the marketing of the product, and some intermediaries take more control than others o The company must apply adaptability criteria. Channels often involve long term commitments, yet the company wants to keep the channel flexible so that it can adapt to environmental changes. Marketing channel management- selecting, managing and motivating individual channel members and evaluating their performance over time Selecting channel Members o Producers vary in their ability to attract qualified marketing intermediaries. When Toyota first introduced its Lexus line in the US, it had no trouble attracting new dealers. o Producers who have to work hard to line up enough qualified intermediaries- Timex o When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate each channel members years in business, other lines carried, growth and profit record, cooperativeness and reputation Managing and Motivating Channel Members o Once selected, channel members must be continuously managed and motivated to do their best. Most companies see the intermediaries as first line customers and partners. They practice strong partner relationship management to forge long term partnerships with channel members. o Many companies are now installing integrated high tech PRM systems to coordinate their whole channel marketing efforts Evaluating Channel Members o The company must regularly check channel member performance against standards such as sales quotas, average inventory levels customer delivery time, treatment of damaged and lost good, cooperation in company promotion and training programs, and services to the customer. They need to be sensitive to their channel partners Public Policy and Distribution Decisions Companies are legally free to develop whatever channel arrangements suit them. Most channel law deals with the mutual rights and duties of channel members once they have formed a relationship. When the seller allows only certain outlets to carry its products, this strategy is called exclusive distribution. When the seller requires that these dealers not handle competitors products- exclusive dealing Exclusive arrangements- are legal as ling as they do not substantially lessen competition or tend to create a monopoly and ad long as both parties enter into the agreement voluntarily. Exclusive territorial agreements- the producer may agree not to sell to other dealers in a given area, or the buyer may agree to sell only in its own territory Producers of a string brand sometimes sell it to dealers only if the dealers will take some or all the rest of the line. This is called full line forcing. Such tying agreements are not some necessarily illegal, but they violate the Clayton Act if they tend to lessen competition substantially

Marketing logistics (physical distribution)- involves planning, implementing and controlling the physical flow of goods, service and related information from points of origin of consumption to meet customer requirements at a point. It involves getting the right product to the right customer in the right place at the right time Todays marketing prefer customer centered logistics thinking which starts with the marketplace and works backward to the factory or even to sources of supply. Marketing logistics involves not only outbound distribution but also inbound. Supply Chain Management- managing upstream and downstream value added flows of materials, final goods, and related information among suppliers, the company, resellers and final consumer

Companies today are placing greater emphasis on logistics for several reasons. Competitive advantage by using improved logistics to give customers better service or lower prices. Improved logistics can yield tremendous cost saving to both a company and its customers. The explosion in product variety has created a need for improved logistics management. The goals of marketing logistics should be to provide a targeted level of customer service at the least cost. A company must first research the importance of various distribution service to customers and then set desired service levels for each segment. The objective is to maximize profits A company must decide on how many and what type of warehouses it needs and where they will be located. The company might use either storage warehouses or distribution centers. Storage warehouses store goods for moderate to long periods. Distribution centers are designed to move goods rather than just store the, They are large and highly automated warehouses designed to receive goods for various plants and suppliers, take orders, fill them efficiently and deliver goods to customers as quickly as possible. Warehousing has seen drastic changes in technology- computer and scanners read orders and direct lift trucks, eclectic hoists or robot to gather good, move them to loading docks and issue invoices. Inventory Management Managers must maintain the delicate balance between carrying too little inventory and carrying too much. Forms must balance the costs of carrying larger inventories against resulting sales and profits. Many companies have greatly reduced their inventories and related costs through just in time logistics systems. Transportation The choice of transportation carriers affects the pricing of products, delivery performance, and the condition of goods when they arrive- all of which will affect customer satisfaction. Trucks are highly flexible in their routing and time schedules and they can usually offer faster service than railroads. Railroads- most cost effective modes

Water carries- transport large amounts of goods by ships and barges on US costal and inland waterways Intermodal transportation- combining two or more modes of transportation Integrated Logistics Management- recognizes that providing better customer service and trimming distribution costs require teamwork, both inside the company and among all the marketing channel organizations. Third party logistics providers- an independent logistics provider that performs any or all of the functions required to get a clients product to market