Canales de distribución y administración logística Marketing Octava edición Philip Kotler y Gary Armstong Capítulo 12 Canales de distribución y administración logística

¿Qué es un canal de distribución? Conjunto de organizaciones interdependientes (intermediarios) que participan en el proceso de poner un producto o servicio a la disposición del consumidor o usuario de negocios, para su uso o consumo. Las decisiones de canal se cuentan entre las más importantes que la gerencia enfrenta y afectan directamente todas las demás decisiones de marketing.

¿Por qué se usan intermediarios de marketing? Mayor eficiencia para poner bienes a la disposición de los mercados meta. Ofrece a la empresa más de lo que podría lograr por sí sola, a través de los intermediarios: Contactos Experiencia Especialización Escala de operación Igualar la oferta y la demanda.

Funciones del canal de distribución Distribution Channel Functions This CTR relates to the material on pp. 354-355. Funciones del canal de distribución Todas consumen recursos escasos Todas podrían efectuarse mejor mediante especialización A menudo pueden dejarse a otros miembros del canal Aceptación de riesgos Información Financiamiento Promoción Distribution Channel Functions Information. This function involves gathering and distributing marketing research and intelligence about the environment for planning purposes. Discussion Note: The use of scanner technology has dramatically changed this function in the last few years. Promotion. This involves developing and spreading persuasive communications about an offer. Contact. Contact involves finding and communicating with prospective buyers. Matching. This function consists of shaping and fitting the offer to the buyer’s needs by manufacturing, grading, assembling, and packaging. Negotiation. This involves reaching an agreement on price and other terms. Physical Distribution. This function consists of the transporting and storing of goods. Financing. This function addresses the acquiring and using of funds to cover the costs of channel work. Risk Taking. This function assumes the risk of carrying out the channel work. Discussion Note: Students often assume business is risk-free. You might expand upon the link between risk and value-added services as the justification for profits. Contacto Distribución física Negociación Adecuación

Canales y niveles de marketing para consumidor Channel Levels and Channel Conflict This CTR corresponds to Figure 12-2 (A) on p. 355 and relates to the material on pp. 355-356. Canales y niveles de marketing para consumidor Nivel de canal – Capa de intermediarios que realiza alguna función para acercar el producto y su propiedad al comprador. Directo Indirecto Canal 1 Channel Levels Distribution channels can be described by the number of channel levels involved. A channel level is defined as each of the marketing intermediaries that perform some work in bringing the product and its ownership closer to the final buyer. Distribution channels can be categorized broadly as: Direct Marketing Channel. This is a marketing channel that has no intermediary levels. The company sells directly to final consumers. Discussion Note: The company may not be the actual producer. Land’s End only makes a small fraction of its clothes but coordinates the sale and ships from its warehouses. Dell Computer assembles its computers on site but from component parts made elsewhere. Indirect Marketing Channels. These contain one or more intermediary levels. Fabricante Mayorista Corredor Detallista Consumidor ® Canal 2 Canal 3 Canal 4

Conducta y conflicto de canal El canal es más eficaz si: se asigna a cada miembro las tareas que mejor puede llevar a cabo. todos los miembros cooperan para alcanzar las metas totales del canal y satisfacer el mercado meta. Si esto no sucede, hay conflicto: Hay conflicto horizontal entre empresas que están en el mismo nivel del canal. Hay conflicto vertical entre diferentes niveles del mismo canal. Para que el canal funcione bien, los conflictos deben controlarse.

Tipos de sistemas de marketing vertical Corporativo Propiedad común en diferentes niveles del canal Tipos de sistemas de marketing vertical Types of Vertical Marketing Systems This CTR relates to the discussion on pp. 358-362. Mayor Contractual Convenio contractual entre miembros del canal Channel Organization As traditional channel organization lacks a specified controlling authority, new approaches have been developed: Vertical Marketing Systems. A vertical marketing system consist of producers, wholesalers, and retailer acting in as a unified system. Three main types of VMS are: Corporate VMS. The corporate combines successive stages of production and distribution under a single ownership. Contractual VMS. The contractual VMS consists of independent firms at different levels of production and distribution to obtain more economies and sales than members could achieve alone. Three types of contractual VMS are wholesaler-sponsored chain, retailer cooperative, franchise organization. Administered VMS. This coordinates distribution by the power exerted by of one of its members in the marketplace, not by contract or ownership. Grado de control directo Administrado Un miembro dominante, o unos cuantos, asumen el liderazgo Menor

Sistemas de marketing vertical vertical (VMS) VMS administrado VMS corporativo VMS contractual Cadena volunta- ria patrocinada por mayorista Cooperativas de detallistas Organizaciones de franquicia Sistema de fran- quicia de detallis- tas patrocinada por el fabricante Sistema de fran- quicia de mayoris- tas patrocinada por el fabricante Sistema de fran- quicia patrocinado por empresa de servicio

Innovaciones en sistemas de marketing Sistema de marketing horizontal Sistema de marketing híbrido Dos o más empresas en el mismo nivel de canal se unen para aprovechar una oportunidad de marketing nueva. Ejemplo: Bancos en supermercados Una sola empres establece dos o más canales de marke-ting para llegar a uno o más segmen-tos de clientes. Ejemplo: Detallistas, catálogos y fuerza de ventas

Decisiones de diseño de canal Analizar las necesidades de servicio de los consumidores Establecer objetivos y restricciones del canal Channel Design Decisions This CTR relates to the material on pp. 364-368. Decisiones de diseño de canal Identificar las principales alternativas Identifying Major Alternatives Number of Channel Members Intensive Distribution. This approach utilizes as many outlets as possible and is especially appropriate for convenience goods and common raw materials. Exclusive Distribution. This approach consists of a very limited number of outlets hold all the rights to distribute a product line. This strategy is appropriate for many high prestige goods. Distributor selling effort is usually very strong. Selective Distribution. This approach uses more than one outlet per market but less than all available outlets. This strategy gains good market coverage and gains better than average selling effort. Teaching Tip: Ask students to name their favorite store for: gifts, computer supplies, sporting goods, hobbies. Many will name selective distribution outlets. Evaluar las principales alternativas Distribución intensiva Distribución selectiva Distribución exclusiva

Decisiones de administración de canal Seleccionar Channel Management Decisions This CTR relates to the material on pp. 369-370. Decisiones de administración de canal Motivar Channel Management Decisions Selecting Channel Members. Choosing middlemen will vary in difficulty be product and producer. Very large and well known companies often have more qualified middlemen seeking to carry their products than the company can effectively use. Some new products will be resisted by existing channels and may require adopting new channel members to carry the line. Motivating Channel Members. Channel members must be motivated to perform. Positive motivators come from high margins, special deals, premiums, cooperative advertising allowances, display allowances, and sales contests. Negative motivators may include threatening margins, delaying delivery, or ending the relationship. Long term cooperation is enhanced by distribution programming which involves building a planned, professionally managed, VMS that meets al channel member needs. Evaluating Channel Members. Assessing channel members requires regular measurement of performance against established criteria such as sales quotas, inventory levels, customer delivery time, training, and overall customer service for each channel member. Effective channel management rewards superior performance and seeks to improve substandard performance in a cooperative professional partnership. Channel member replacement should be used as a last resort with sincere efforts to improve performance have not succeeded. Evaluar Retroalimentación

Naturaleza e importancia de la logística de marketing Implica hacer llegar el producto correcto a los clientes correctos en el lugar correcto y en el momento correcto. Las empresas actuales dan más importancia a la logística porque: una logística eficaz se está convirtiendo en una clave para conseguir y retener clientes. la logística es un elemento de costo importante para la mayor parte de las empresas. la proliferación de variedades de productos hace necesario mejorar la administración de logística. la tecnología de información ha creado oportunidades para lograr mejoras importantes en la eficiencia de distribución.

Metas del sistema de logística Proporcionar un nivel meta de servicio a clientes con el menor costo posible. Maximizar utilidades, no ventas. Mayores costos de distribución/ Más altos niveles de servicio a clientes Menores costos de distribución/ Más bajos niveles de servicio a clientes

Sistemas de logística Procesamiento de pedidos Costos Logistics Systems This CTR relates to the material on pp. 374-377. Instructor’s Note: Transportation is covered separately on the following CTR. Sistemas de logística Procesamiento de pedidos Presentados Procesados Embarcados Costos Minimizar costos de lograr objetivos de logística Nature of Logistics Systems Costs. Distribution costs stem from factors other than just size. How products are transported, stored, sorted, inventoried, ordered, and tracked can all affect distribution costs over and above the sheer volume being distributed. Modern facilities utilizing technology to help innovate what it means to physically distribute goods both save on costs and become a viable promotional tool in providing customer service. Order Processing. Processing orders is an area of distribution that benefits from the application of computer technology. Innovative applications of hardware and software can streamline order processing by connecting the salesperson with dispatchers and warehouses. Warehousing. Storage of products to best meet demand requires decisions on stocking locations, estimation of time to be stored and distinguishing between storage warehouse needs and distribution centers utilizing automation to move goods quickly. Inventory. The cost of holding inventory requires developing accurate knowledge on when to order and how much to order to meet demand but not overburden inventory processing capacity. Funciones de logística Almacenes Almacenamiento Distribución Transporte Por agua, camión, tren, tubería y aire Inventarios Cuándo ordenar Cuánto ordenar Justo a tiempo

Modos de transporte Ferrocarril Camión Agua Tubería Aire Transportation Modes This CTR relates to the material on pp. 375-377. Modos de transporte Ferrocarril Mayor transportista de EEUU: econó- mico para productos a granel o en contenedor Camión Flexible en cuanto a rutas y horarios, eficiente para distancias cortas y bienes valiosos Transportation Rail. Rail is the largest carrier mode with 37% of the total cargo shipped. Rail is especially cost effective for large amounts of bulk products shipped over long distances. Truck. Trucks account for some 25% of the total cargo shipped. Trucks are the largest movers of within city shipping. Truck are highly flexible in routing and scheduling. Trucks are an efficient short-haul mode. Water. Water is very inexpensive for shipping high bulk nonperishable goods but is also the slowest transportation mode. Pipeline. Pipelines are specialized modes for such goods as oil and natural gas. Pipelines are usually owned by companies that also own the raw materials being piped. Air. Air is the most expensive mode of transportation but also the quickest. Extremely perishable goods, high-value, low-bulk, and time-sensitive goods often require air transport. Containerization Containerization consists of putting goods in boxes or trailers that are designed for easy transfer between two transportation modes. Key forms include: Piggyback describes the use of rail and trucks. Fishyback refers to the use of water and trucks. Tranship involves water and rail. Airtruck combines air and trucks. Agua Bajo costo de envío de bienes voluminosos y de valor bajo, es el más lento Tubería Enviar petróleo, gas natural y productos químicos de las fuentes a los mercados Aire Alto costo, ideal si hay urgencia o los artículos son valiosos y poco voluminosos

Selección de modos de transporte Choosing Transportation Modes This CTR corresponds to Table 13-2 on p. 416 and relates to the discussion on p. 416. Factores para escoger modos de transporte 1. Rapidez. Choosing Transportation Modes Deregulation in the 1970s of the transportation industry has made each mode more flexible, competitive, and responsive to customer needs. In choosing transportation mode, shippers consider up to five criteria: Speed. Speed is measured in door-to-door delivery time. Dependability. Dependability involves meeting schedules on time. Capability. Capability refers to the ability to handle various products. Availability. Availability refers to the number of geographic points served. Cost. Costs are usually figured in per ton-mile. 2. Confiabilidad. 3. Capacidad. 4. Disponibilidad. 5. Costo.

Administración logística integrada Trabajo en equipo multifuncional dentro de la empresa Administración logística integrada Creación de sociedades de canal Concepto que reconoce que dar mejor servicio y recortar los costos de distribución requiere trabajo en equipo, tanto dentro de la empresa como entre todas las organizaciones del canal de marketing. Logística de terceros proveedores