tailieunhanh - Lecture Principles of Marketing - Chapter 10: Marketing channels and supply chain management

Lecture Principles of Marketing - Chapter 10 explain why companies use distribution channels and discuss the functions these channels perform, discuss how channel members interact and how they organize to perform the work of the channel, identify the major channel alternatives open to a company, explain how companies select, motivate, and evaluate channel members. | Chapter 10 Marketing Channels and Supply Chain Management Explain why companies use distribution channels and discuss the functions these channels perform. Discuss how channel members interact and how they organize to perform the work of the channel. Identify the major channel alternatives open to a company. Explain how companies select, motivate, and evaluate channel members. Discuss the nature & importance of marketing logistics and supply chain management. 10- Copyright 2007, Prentice Hall, Inc. Background Caterpillar dominates the world’s markets for heavy construction and mining equipment. Independent dealers are key to success, providing customer service, market intelligence, and more. Distribution system is a competitive advantage. Caterpillar – The Vital Role of Dealers Case Study Building Partnerships Distribution system is built on a base of mutual trust and shared dreams. Caterpillar stresses dealer profitability, extraordinary dealer support, personal relationships, | Chapter 10 Marketing Channels and Supply Chain Management Explain why companies use distribution channels and discuss the functions these channels perform. Discuss how channel members interact and how they organize to perform the work of the channel. Identify the major channel alternatives open to a company. Explain how companies select, motivate, and evaluate channel members. Discuss the nature & importance of marketing logistics and supply chain management. 10- Copyright 2007, Prentice Hall, Inc. Background Caterpillar dominates the world’s markets for heavy construction and mining equipment. Independent dealers are key to success, providing customer service, market intelligence, and more. Distribution system is a competitive advantage. Caterpillar – The Vital Role of Dealers Case Study Building Partnerships Distribution system is built on a base of mutual trust and shared dreams. Caterpillar stresses dealer profitability, extraordinary dealer support, personal relationships, dealer performance, and full, honest, and frequent communications. 10- Copyright 2007, Prentice Hall, Inc. Supply Chains Producing and making products available to buyers requires building relationships with “upstream” and “downstream” partners. Upstream: firms that supply the raw materials, components, parts, and other elements necessary to create a good. Downstream: marketing channel partners that link the firm to the customer. 10- Copyright 2007, Prentice Hall, Inc. Marketing Channel or Distribution Channel A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user. Wholesalers Distributors Dealerships Retailers 10- Copyright 2007, Prentice Hall, Inc. How Channel Members Add Value The use of intermediaries results from their greater efficiency in making goods available to target markets. Offers the firm more than it can achieve on its own through the intermediaries: .