Marketing Channels Delivering Customer Value参考.ppt

Marketing Logistics and Supply Chain Management Supply chain management is the process of managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers Nature and Importance of Marketing Logistics Marketing Logistics and Supply Chain Management Major Logistics Functions Marketing Logistics and Supply Chain Management How many What types Location Distribution centers Warehousing Decisions Marketing Logistics and Supply Chain Management Just-in-time systems RFID Knowing exact product location Smart shelves Placing orders automatically Inventory Management Marketing Logistics and Supply Chain Management Logistics information management is the management of the flow of information, including customer orders, billing, inventory levels, and customer data EDI (electronic data interchange) VMI (vendor-managed inventory) Logistics Information Management * * * * * Note to Instructor The remaining channels in Figure 12.2A are indirect marketing channels, containing one or more intermediaries. Figure 12.2B shows some common business distribution channels. The business marketer can use its own sales force to sell directly to business customers. Or it can sell to various types of intermediaries, who in turn sell to these customers. Channel 1, called a direct marketing channel, has no intermediary levels; the company sells directly to consumers. * Note to Instructor Horizontal conflict is conflict among members at the same channel level whereas vertical conflict is conflict between different levels of the same channel. * * * Note to Instructor The text gives Zara as an example: Zara has control over almost every aspect of the supply chain, from design and production to its own worldwide distribution network. Zara makes 40 percent of its own fabrics and produces more than half of its own clothes, rather than relying on a hodgepodge of slow-moving supplier