© 1997 South-Western College Publishing LHM Slides Created and Designed by Apple Mountain Software, Inc. Marketing Charles W. Lamb, Jr. Joseph F. Hair, Jr. Carl McDaniel Capítulo 14: Canales y Distribución Capítulo 14: Canales y Distribución

© 1997 South-Western College Publishing LHM Necesidades Satisfechas por los Canales de Marketing División y especialización del trabajo Los canales realizan tres funciones importantes Los canales realizan tres funciones importantes Vencer las discrepancias Proveer de eficiencia en el contacto

© 1997 South-Western College Publishing LHM Funciones de los canales Funciones Transaccionales Funciones Transaccionales Funciones de Facilitación Funciones Logísticas Tres categorías básicas de funciones de los canales

© 1997 South-Western College Publishing LHM Funciones escenciales de los canales Contacto y Promoción Negociación Asumir riesgos Funciones transaccionales Funciones Logísticas Funciones Facilitadoras Distribución Fisica Almacenar Investigación Financiam iento Surtido Asignación Cantidad Surtido

© 1997 South-Western College Publishing LHM Canales de Marketing de productos de consumo Fabricante Agentes o Intermediarios Mayoristas Detallistas Consumidor Mayoristas Detallistas Consumidor Canal Agente intermediario Canal Mayorista Canal detallista Canal Directo

© 1997 South-Western College Publishing LHM Major Channels for Industrial Products Agents or Brokers Agent/Broker Industrial Distributor Direct Channel Producer Industrial Distributor Government Buyers Agents or Brokers Industrial Distributor Industrial User Industrial User Industrial User Industrial User Agent/ Broker Direct Channel Industrial Distributor

© 1997 South-Western College Publishing LHM Factors Affecting Channel Choice Market Factors Product Factors Producer Factors

© 1997 South-Western College Publishing LHM Levels of Distribution Intensity Exclusive Distribution Exclusive Distribution Selective Distribution Selective Distribution Intensive Distribution Intensive Distribution More Outlets Fewer Outlets

© 1997 South-Western College Publishing LHM Setting the Level of Physical Distribution Service 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 LHM Physical Distribution Subsystems Transportation Subsystem Order-Processing Subsystem Inventory Control Subsystem Materials-Handling Subsystem Warehousing Subsystem Physical Distribution System Physical Distribution System

© 1997 South-Western College Publishing LHM Just-In-Time Inventory Management Reduced inventory levels Shorter lead times Improved supplier relations Lower production and storeroom costs Better quality supplies Less paperwork Benefits of JITRisks of JIT Too rapid implementation Cutting inventory only Increased delivery costs “Supplier shock” Employee stress Potential bottlenecks caused by supplier delays

© 1997 South-Western College Publishing LHM Modes of Distribution Relative Cost Transit Time Reliability Capability Accessibility Traceability HighestLowest Air WaterPipeRailTruck WaterRailPipeTruckAir PipeTruckRailAirWater Truck RailTruckAirPipe RailAirWaterPipe AirTruckRailWaterPipe