Marketing (Fach) / Distribution (Lektion)
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- design and manage channel structure - overview (7) Is entry strategy chosen? - design the channel structure entire newly or modify your structure.. 7 basic stages: setting distribution objectives specifying the functions that need to be performed consider ...
- designing & managing channel structure 1. setting ... how, when, whereexplicit and operationalconsistency with overall objectivesluxury product - broaden availability ≠ exclusive image!example: Within 8 months we would like to have XYZ cereal distributed ...
- designing & managing channel structure 2. specifying ... 4 detailed distribution functions: product and services flow (from manufacturer to final customer)everything that's related (AS, transportation, inventory, blah blah) communication flow (from m. to ...
- designing & managing channel structure 3. considering ... intermediaries - wholesalers, retailers, agents, brokers 3 dimensions of channel structure length and width (market coverage)coverage flexible term: geographical areas, number of retail outletshave ...
- designing & managing channel structure 4. choosing ... popular approach: judgemental and heuistic= management judgment + some data 6 key variables to take into account market variablescustomer location, customer number, customer density, buying patterns ...
- designing & managing channel structure 5. selecting ... last phase of design 4 steps: developing selection criteriahighly selective: reputation, competing product lines carried, management successionintense distribution: the ability of the channel members ...
- designing & managing channel structure 6. motivating ... continually manage and motivate possible motivators: financialterritorial exclusivityproviding resource supportsales training, marketing research info, management trainingstrong working relationshipsjoint ...
- designing & managing channel structure 7. evaluating ... have the implemented the manufacturer's strategy, have they met its objectives? ability of assessment: degree of controlimportance of the channel membersnumber of channel members 3 criteria economic ...
- Developing and managing relationships of manufacturer ... historical: relationship relyed on single agent (salesperson + purchasing manager) modern: cross-functional relationships heart relys on processbut also additional personal relationshiptrust and ...
- distribution overview moving products right productright timeright placeright quantitydistribution network = marketing channel → forge an aggressive and reliable channel of distribution!!! most critical and challenging task ...
- distributor portfolio analysis eg 2 variables: 1. distributors growth rate2. firm's percentage of the distributor's total sales+also important: dependence on the distributor (calculating how total sales are distributed among it's ...
- entry mode strategy hierarchical modes sales subsidiary - eg TRIUMPH pros: no externals intrafirm transactionsintrafirm costscontrol! cons: no flexibility high riskexit barrierstip: start easy then implement subsudiaries
- entry mode strategy - overview enter a foreign marketentry mode strategy = first decision in vertical chaininternational: entry mode - retail chain - end customernational: retail chain - end customer 3 entry categoriesdifferent degrees ...
- ERC programmes (retailing) efficient customer response programmes: before push/pull strategyquick responses and delivery process+ efficiencynow: distribution channels carry small inventorieslittle stock!short time to negotiate, ...
- global channel design process motivating middleman ... correlation: motivation & sales volume 5 categories of motivational techniques: financial rewardentrants pay premium! Eg Japanese entering US psychological reward continuing flow of communicationletters, ...
- global channel design process selection of the right ... checklist of critera is build of 4 basic areas: productivity / volumehampers most prospects financial strengthunderfinanced managerial stability & capabilitycannot be trusted nature and reputation of ...
- Global distribution channel design distribution process ... distribution process: physical handle ownership passage buying and selling negotiationproducer - middleman / middleman - customer international channel selection different resolution of these issues ...
- internet - growth of multiple channel strategies internet = leverage how to build your own competitive advatage with the internet? define the internet's role in your channel and operational portfoliowhat can internet do for your business: a new channel, ...
- logistic value chain inbound, outbound, and reverse ... outbound distribution (moving from manufacturer to customer) inbound distribution (moving from supplier to manufacturer reverse distribution (moving returned goods from customers or resellers) entire ...
- logistics activities 4 areas of functionalities customer serviceprimery interfaceprovide accurate information regarding delivery transportationminimize total costs - be efficient inventory managementmaintain enough but minimize total asset deployment ...
- logistics overview strategic and competitive impact ... origin → consumption major impact on customer satisfaction strategic and competitive impact: just in time productiontotal quality managementcustomer satisfactioncustomer responsivenessthe 9 rights ...
- Managing and controlling distribution channels screening ... secure co-operation! screening and selecting: eg industrial goods company or high-tech firmmost desirable are mostly unavailablealso important: religion or ethnic differences in some countries
- managing multiple channels multiple channels - serves to demarcate product - minimizing direct comparison in dual marketingbut segment migration and proliferationuse full preservice and buy online...channel diversity pays in times ...
- market entry strategy intermediary mode 4 types ≠ export modes: vehicle for a closer transfer of knowledge and skillsstrategic alliancebut shared: No full ownership (hierarchical mode)Jjoint venturingjoining foreign companiesgoing global as a strategic ...
- market entry strategy export modes 7 guidelines most common for initial entryinvolves the least changes in the firm's product lines, organization, investment or missionlet international distributor do what they know best: implementing the local marketing ...
- market entry strategy export modes 7 guidelines most common for initial entryinvolves the least changes in the firm's product lines, organization, investment or missionlet do intermediaries what they know best: implementing the local marketing strategy ...
- multiple channel strategy - overview pros and cons ... increasingly used!past: single channeltoday: proliferation of segments! - multi channel necessity!almost every large company uses itpros: extended market coverageincreased sales volumelower absolute or ...
- retailing overview industrialized countries: trend to larger retailers and non-store retailing topics: trade marketingERC programmes
- The global channel design process - overview (8) identify key success criteria for structure in each countryfind the right distributors 1. identify channel requirements: Are firm-specific advantages (FSA) and competencies uniquely lodged in the distribution ...
- the intermediary's role (2) direct distribution or intermediary?who will perform these functions?who can add the highest value to customers? manufacturer: + cost + controlintermediary: - cost - control Intermediary add value!! 1. ...
- trade marketing twin marketing retailers, manufacturer, ... retailer become much more powerfultraditional loose channels are no longer beneficialrelationships have to become more co-operativetrade marketing =the manufacturer (supplier) markets directly to the ...
- trend towards hybrid multiple channels hybrid multi channel marketing funtions are shared by producer and intermediaryconventially = vertical task allocationeach member fulfills the full channel function that its customers requirehybrid ...
- Vertical integration in the distribution channel how much control do you want?control vs resources - a trade-offcontrol is critical for going globalhistorical: conventional marketing channelsall member 'equal' - everyone for himselfnow: channel leadership ...