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lecture10A.pdf

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Business and Economics

MKW1120
Marketing Theory and Practice
Lecture 10A : Marketing Logistics

Overview
 The nature of marketing logistics networks


The nature of marketing channels

 The major channel alternatives open to marketing
organisations

2

Supply chains and the value delivery
network

 A company cannot go it alone in creating customer value. It must work within an entire network of partners to accomplish this task. Individual companies and brands don’t compete; their entire value delivery networks do

3

1

The nature and importance of marketing
channels
Why are marketing intermediaries used?

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in here

© Commonwealth of Australia, reproduced by permission

4

Marketing channel functions
Information

Promotion

Contact

Matching

Negotiation

Physical
distribution

Financing

Risk taking

5

Number of channel levels

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in here

© Commonwealth of Australia, reproduced by permission

6

2

Channels in the service sector

 The concept of marketing channels is not limited to the
distribution of goods

7

Marketing logistics and supply chain
management
Nature and importance of marketing logistics

Insert Figure 13.3
in here

© Commonwealth of Australia, reproduced by permission

8

Marketing logistics objectives

 Many marketing organisations state their marketing logistics objective as ’getting the right goods to the right places at the right time for the least cost’. Unfortunately, this objective provides little practical guidance

9

3

Marketing logistics decisions

Insert Figure 13.4
in here

© Commonwealth of Australia, reproduced by permission

10

Marketing logistics decisions (con’t)
• Cycle-time reduction decisions
• Conversion operations location decisions
• Manufacturing and operations process decisions
• Order-processing decisions
• Warehousing decisions
• Inventory decisions
• Transport...
1
Business and Economics
MKW1120
Marketing Theory and Practice
Lecture 10A : Marketing Logistics
Overview
The nature of marketing logistics networks
The nature of marketing channels
The major channel alternatives open to marketing
organisations
2
3
Supply chains and the value delivery
network
A company cannot go it alone in creating customer value. It must
work within an entire network of partners to accomplish this task.
Individual companies and brands don’t compete; their entire
value delivery networks do