Marketing Channels & Supply Chain Management

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Marketing Channels Supply Chain Management

• Universitas Atmajaya
• By
• Stefanus Manuntun Sitinjak MM

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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

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Supply Chain Value Delivery Network
Wider View of SCM
Value Delivery Network
Supply Chain
Suppliers
Distribution Channels
Customers

• The Company

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The Nature Importance of Marketing Channels

• Few Assortment
• Large Quantity

• Few Qty
• Broad Assortment

SUPPLY
DEMAND
Match
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Channel Levels

• Producer

Producer
Producer
Wholesaler
Retailer
Retailer
Consumer
Consumer
Consumer
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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 McD
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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
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Channel Management Decisions

• Selecting Channel Members
• Capability
• Performance
• Managing Motivating Channel Members
• Partnership relationship management
• Evaluating Channel Members
• Performance
• Recognition rewards

Hi-Tech Products
GE
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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