Chapter 14: Channels and Distribution

1
Marketing
Charles W. Lamb, Jr. Joseph F. Hair, Jr. Carl
McDaniel
Capítulo 14 Canales y Distribución
Slides Created and Designed by Apple Mountain
Software, Inc. http//www.apmtnsoft.com
2
Necesidades Satisfechas por los Canales de
Marketing
División y especialización del trabajo
Los canales realizan tres funciones importantes
Vencer las discrepancias
Proveer de eficiencia en el contacto
3
Funciones de los canales
Tres categorías básicas de funciones de los
canales
Funciones Transaccionales
Funciones Logísticas
Funciones de Facilitación
4
Funciones escenciales de los canales
Funciones transaccionales
Contacto y Promoción
Negociación

Asumir riesgos
Funciones Logísticas
Distribución Fisica
Almacenar
Surtido
Cantidad
Surtido
Asignación
Funciones Facilitadoras
Investigación
Financiamiento
5
Canales de Marketing de productos de consumo
Fabricante
Fabricante
Fabricante
Fabricante
Canal Mayorista
Canal detallista
Canal Directo
Canal Agente intermediario

Agentes o Intermediarios
Mayoristas
Mayoristas
Detallistas
Detallistas
Detallistas
Consumidor
Consumidor
Consumidor
Consumidor
6
Major Channels for Industrial Products
Producer
Producer
Producer
Producer
Producer
Agent/Broker Industrial Distributor
Direct Channel
Industrial Distributor
Agent/ Broker
Direct Channel

Agents or Brokers
Agents or Brokers
Industrial Distributor
Industrial Distributor
Industrial User
Government Buyers
Industrial User
Industrial User
Industrial User
7
Factors Affecting Channel Choice
8
Levels of Distribution Intensity
Exclusive Distribution
Fewer Outlets
Selective Distribution
Intensive Distribution
More Outlets
9
Setting the Level of Physical Distribution Service
How many orders are reliably, completely filled?
Product Availability
How long is a product in the pipeline?
Timelines in Order Processing and Delivery
Are the correct items shipped, in the right
quantities? How many were damaged in transit?
Acceptable Distribution Quality

10
Physical Distribution Subsystems
Warehousing Subsystem
Materials-Handling Subsystem
Physical Distribution System
Inventory Control Subsystem
Order-Processing Subsystem
Transportation Subsystem
11
Just-In-Time Inventory Management
Benefits of JIT
Risks of JIT
Reduced inventory levels Shorter lead
times Improved supplier relations Lower
production and storeroom costs Better quality
supplies Less paperwork
Too rapid implementation Cutting inventory
only Increased delivery costs Supplier
shock Employee stress Potential bottlenecks
caused by supplier delays
12
Modes of Distribution
Highest
Lowest
Relative Cost
Water
Pipe
Rail
Truck
Air
Transit Time
Water
Rail
Pipe
Truck
Air
Reliability
Pipe
Truck
Rail
Air
Water
Capability
Water
Rail
Truck
Air
Pipe
Accessibility
Truck
Rail
Air
Water
Pipe
Traceability
Air
Truck
Rail
Water
Pipe