MARKETING CHANNEL

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MARKETING CHANNEL by Mind Map: MARKETING CHANNEL

1. Channel captain plays an important role in providing leadership to achieve cooperation

2. Types of Marketing Channels

2.1. Resellers

2.1.1. Retailer

2.1.2. Wholeseller

2.2. Marketing intermediary

2.3. Broker

2.3.1. Agent

2.4. Facilitor

2.4.1. Transportation Companies

2.5. Service Firm Markets

3. Channel Strategy Decission

3.1. Selecting Makerting Channel

3.2. Determining Distribution Intensity

3.2.1. Intensive

3.2.2. Selective

3.2.3. Exclusive

3.2.4. Legal Problem of Exclusive Distribution

4. The function of Marketing Channel

4.1. Facilitating searches by both buyers and sellers

4.2. Standardizing Exchange Transaction by setting expectation for Product

4.3. Adjusting for discrepancies in the market's assortment of goods and services via sorting

4.4. Facilitating the exchange process by reducing the number of marketplace contacts necessary to make a

5. Channel Management and Leadership

5.1. Channel Conflict

5.1.1. Horizontal

5.1.1.1. Results from disagreements among channel members at same level

5.1.1.2. Causes sparks between different types of marketing intermediaries that handle similar products

5.1.2. Vertical

5.1.3. The Grey Market

5.1.3.1. Refers to flow of new good through distribution channels other than authorized or intended by manufacturer or producer

5.2. Channel members from different levels find many reasons for disputes

5.3. Achieving Channel Cooperation

5.3.1. Effective cooperation among channel members is needed

5.3.2. Achieved when all channel members regard themselves as equal components of same organization

5.3.3. Factor

5.3.3.1. Product

5.3.3.2. Organizational Factor

5.3.3.3. Competitive Factor

6. Logistic and Supply Chain Management

6.1. Enterprise Resource Planning(ERP)

6.1.1. An integrated software system that consolidates data from among the firm's units

6.2. Radio Frequency Identification RFID

6.2.1. Uses a tiny chip with identification information that can be read by radio frequency scanner from a distance is placed on an item

6.3. Logistical Cost Control

6.3.1. Third-Party Logistics

7. Physical Distribution

7.1. Characteristics

7.1.1. Customer Service - Level of customer service the distribution activities should support.

7.1.1.1. New Topic

7.1.2. Transportation - Ways of firm to move their products Inventory

7.1.2.1. Major Transportation Modes

7.1.2.1.1. RailRoads

7.1.2.1.2. Motor Carriers

7.1.2.1.3. Water Carriers

7.1.2.1.4. Pipeline

7.1.2.1.5. Air Freight

7.1.2.2. Act as transportation intermediaries, consolidating shipments to gain lower rates for their customers

7.1.2.3. Freight Forwarders and Supplemental Carriers

7.1.3. Classes of carriers

7.1.3.1. Contract

7.1.3.2. Private

7.1.4. Inventory Control - Allocation of inventory a firm should maintain at each locationProtective Packaging and Materials

7.1.5. Protective Packaging and Materials Handling - Ways a firm packages and efficiently handle goods in factory, warehouse and transport terminals

7.1.6. Order Processing - Ways for firm to handle order

7.1.7. Warehousing - Where the distribution system will locate stocks of goods and the number of warehouses the firm should maintain

8. Vertical Marketing Systems

8.1. Corprate

8.1.1. single owner operates the entire marketing channel

8.2. Administered

8.2.1. dominant channel member exercise power to achieve channel coordination

8.3. Contractual

8.3.1. coordinate channel activities through formal agreements among channel members

8.3.1.1. wholesaler-sponsored voluntary chain

8.3.1.1.1. wholesaler has formal agreement with retailer to use a common name and to produce the wholesaler's goods

8.3.1.2. retailer cooperative

8.3.1.2.1. retailers establish a shared wholesaling operation

8.3.1.3. franchise

8.3.1.3.1. wholesaler or dealer agrees to meet the operating requirements of manufacturer or other franchise