Module-5-Businees Marketing-VTU Syllabus
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Transcript of Module-5-Businees Marketing-VTU Syllabus
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Formulating channel
strategyModule 5
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Marketing ChannelParticipants
• Why use distributors?
– Critical functions and weaknesses
– Customer expectations
– Distributors are true middlemen
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• Choosing the right distributor
– Distributor type
• Why a particular distributor is chosen?
•
Market(customer co$erage• Market de$elopment
• #roduct concentration
– )xclusi$e or multiple distribution
•
#roblems to a$oid – Distribution policies
• Duties and goals
• *ights and protection
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• Manufacturers+ representati$e
– *eps compared to distributors
– What to expect from a rep
– #otential problems in dealing through *eps• ,ack of control
• Competing product lines
– %ranchise agreement for reps
• #articipation of reps in the industrialmarket
– ,arge manufacturers also use reps
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• ther channel participants
– .rokers
– alue-added resellers /!*s0
• Maintaining indirect channel e1ecti$eness – *ealistic goals
– 2wo-way communications
–
)ssential training – Compatibility
– Compensation and support
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Marketing logistics
• 2he relationship of logistics and physicaldistribution
• #hysical distribution and marketing strategy
•
2he total-cost approach – Interacti$e costs
– )$aluating cost trade-o1s
• Customer ser$ice
– Determining customer ser$ice le$els• 2he competiti$e en$ironment
• pro3tability
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– !ssessing and optimi'ing customer ser$icere4uirements
• Customer ser$ice audits
–
2he impact of logistical ser$ice on channelmembers
• Identifying cost centers
– Cost trade-o1s
– 2ransportation
• !ir freight 2ruck *ail pipeline intermodaltransportation and freight forwarders
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• &tate and federal regulation of carriers
– Common carriers
– Contract carriers
– #ri$ate carriers
– )xempt carriers
• Criteria for selecting the mode of transportation – &peed and a$ailability of ser$ice
– Dependability of ser$ice
– Carrier capability
– %re4uency of ser$ice
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• Warehousing
– #ri$ate or public facilities
– Warehouse site location
– Market-positioned warehouses
– #roduction-positioned warehouses
– Intermediately positioned warehouses
• In$entory
– In$entory carrying cost
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• ptimi'ing in$entories
– !.C analysis
– Determining in$entory le$els
– 2he )6 model
– %ixed order 4uantity model
– Computer simulation
• rder processing
• Materials handling
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