LHM

Marketing
Charles W. Lamb, Jr. Joseph F. Hair, Jr. Carl McDaniel

Captulo 14: Canales y Distribucin

Slides Created and Designed by

Apple Mountain Software, Inc.

http://www.apmtnsoft.com 14 - 1

1997 South-Western College Publishing

Necesidades Satisfechas por los Canales de Marketing

LHM

Divisin y especializacin del trabajo

Los canales realizan tres funciones importantes

Vencer las discrepancias

Proveer de eficiencia en el contacto

1997 South-Western College Publishing

14 - 2

Funciones de los canales

LHM

Tres categoras bsicas de funciones de los canales

Funciones Transaccionales

Funciones Logsticas

Funciones de Facilitacin
1997 South-Western College Publishing

14 - 3

Funciones escenciales de los canales

Funciones transaccionales
Contacto y Promocin Negociacin Asumir riesgos

LHM

Funciones Logsticas
Distribucin Fisica Almacenar Surtido Surtido Cantidad Asignacin

Funciones Facilitadoras
Investigacin Financiam iento

1997 South-Western College Publishing

14 - 4

Canales de Marketing de productos de consumo

Fabricante
Canal Directo

LHM

Fabricante
Canal detallista

Fabricante
Canal Mayorista

Fabricante
Canal Agente intermediario

Agentes o Intermediarios

Mayoristas

Mayoristas

Detallistas

Detallistas

Detallistas

Consumidor

Consumidor

Consumidor

Consumidor
14 - 5

1997 South-Western College Publishing

Major Channels for Industrial Products

Producer
Direct Channel

LHM

Producer
Industrial Distributor

Producer
Agent/ Broker

Producer

Producer
Direct Channel

Agent/Broker Industrial Distributor

Agents or Brokers

Agents or Brokers

Industrial Distributor

Industrial Distributor

Industrial User
1997 South-Western College Publishing

Industrial User

Industrial User

Industrial User

Government Buyers
14 - 6

Factors Affecting Channel Choice

LHM

Market Factors
Product Factors Producer Factors

1997 South-Western College Publishing

14 - 7

Levels of Distribution Intensity

Fewer Outlets

LHM

Exclusive Distribution Selective Distribution Intensive Distribution

More Outlets
1997 South-Western College Publishing

14 - 8

Setting the Level of Physical Distribution Service

LHM

Product Availability

How many orders are reliably, completely filled?

Timelines in Order Processing and Delivery

How long is a product in the pipeline?

Acceptable Distribution Quality

Are the correct items shipped, in the right quantities? How many were damaged in transit?

1997 South-Western College Publishing

14 - 9

Physical Distribution Subsystems

Warehousing Subsystem Materials-Handling Subsystem

LHM

Physical Distribution System

Inventory Control Subsystem

Order-Processing Subsystem Transportation Subsystem

1997 South-Western College Publishing

14 - 10

Just-In-Time Inventory Management

LHM

Benefits of JIT Reduced inventory levels Shorter lead times Improved supplier relations Lower production and storeroom costs

Risks of JIT Too rapid implementation Cutting inventory only Increased delivery costs Supplier shock Employee stress

Better quality supplies

Less paperwork Potential bottlenecks caused by supplier delays

1997 South-Western College Publishing

14 - 11

Modes of Distribution
Highest Relative Cost Transit Time Reliability
Air Water Pipe Water Truck Air Truck Rail Truck Rail Rail Truck Rail Pipe Rail Truck Air Rail Pipe Truck Air Air Water Water

LHM

Lowest
Water Air Water Pipe Pipe Pipe
14 - 12

Capability
Accessibility Traceability
1997 South-Western College Publishing