Principles of Marketing Lecture-29. Summary of Lecture-28.
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Transcript of Principles of Marketing Lecture-29. Summary of Lecture-28.
![Page 1: Principles of Marketing Lecture-29. Summary of Lecture-28.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649dbf5503460f94ab32d5/html5/thumbnails/1.jpg)
Principles of Marketing
Lecture-29
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Summaryof
Lecture-28
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20 Contacts
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Customer
Customer
Customer
Customer
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9 Contacts
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Customer
Customer
Customer
Customer
Wholesaling Intermediary
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Marketing Channels for Consumer Goods
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ProducerAgent/Broker
Wholesaler Retailer Consumer
Producer Wholesaler Retailer Consumer
Producer Retailer Consumer
Producer Consumer
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Marketing Channels for Business Goods
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ProducerAgent/Broker
WholesalerBusiness
User
Producer WholesalerBusiness
User
ProducerBusiness
User
ProducerBusiness
User
Agent/Broker
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Channel Design Decisions
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Analyzing Consumer Service NeedsAnalyzing Consumer Service Needs
Setting Channel Objectives & Constraints Setting Channel Objectives & Constraints
ExclusiveDistributionExclusive
DistributionSelective
DistributionSelective
DistributionIntensive
DistributionIntensive
Distribution
Identifying Major AlternativesIdentifying Major Alternatives
Evaluating the Major AlternativesEvaluating the Major Alternatives
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Channel Management Decisions
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SelectingSelecting
MotivatingMotivating
EvaluatingEvaluating
FE
ED
BA
CK
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Today’s Topics
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Logistic Management
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Push Versus Pull Strategy
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Producer End usersInterme-diaries
Marketingactivities Demand
Push Strategy
Demand
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End usersInterme-diariesProducer
Demand Demand
Pull Strategy
Marketing activities
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Producer
End users
End users
Interme-diaries
Interme-diaries
Producer
Marketingactivities Demand
Demand Demand
Push Strategy
Pull Strategy
Marketing activities
Demand
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Marketing Logistics and Supply Chain
Management
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Companies must decide on the best way to store, handle, and move their products and services from points of origin to points of consumption.
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Marketing Logistics (physical distribution)
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The tasks involved managing the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit.
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Supply Chain Management
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Managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, reseller, and final consumers
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Marketing Logistics and Supply Chain Management
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Involves getting the right product to the right customers in the right place at the right time.
Marketing logistics addresses:
–Outbound distribution,
–Inbound distribution,
–Reverse distribution,
–Entire supply chain management.
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Supply Chain Management
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Nature and Importance of
Marketing Logistics
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Involves getting the right product to the right customers in the right place at the right time.
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Companies today place
greater emphasis on
logistics because…..
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–Effective logistics is becoming a key to winning and keeping customers.
–Logistics is a major cost element for most companies.
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– The explosion in product variety has created a need for improved logistics management.
– Information technology has created opportunities for major gains in distribution efficiency.
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Functions of Logistics Systems
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InventoryWhen to order
How much to orderJust-in-time
InventoryWhen to order
How much to orderJust-in-time
CostsMinimize Costs ofAttaining Logistics
Objectives
CostsMinimize Costs ofAttaining Logistics
Objectives
WarehousingStorage
Distribution
WarehousingStorage
Distribution
Order ProcessingSubmittedProcessed
Shipped
Order ProcessingSubmittedProcessed
Shipped
Logistics
FunctionsTransportation Water, Truck, Rail, Pipeline & Air
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Costs
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Order Processing
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Order Processing System
System whereby orders are entered into the supply chain and filled.
The “order” brings the supply chain in motion.
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Order processing involves several stages:
- first, the order is transmitted by a variety of means such as the Internet, an Extranet, or EDI;
- next, the order is entered into the appropriate databases;
- then the information is sent to those who need it.
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Electronic Data Interchange
Information technology that replaces paper documents that
accompany business transactions.
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Warehousing
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Involves the physical storage or stock-keeping of raw materials, product components, and/or finished goods.
Three basic functions:
1. Movement
2. Storage
3. Information transfer
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Warehouse and Materials-Handling
Functionsof
Materials Handling
Receive goods into warehouse
Dispatch the goods totemporary storage
Recall, select, or pick the goods for shipment
Identify, sort, and label goods
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InventoryWhen to order?How much to order?Just-in-Time
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Inventory Control System
A method of developing and maintaining
an adequate assortment of materials or
products to meet a manufacturer’s or a
customer’s demand.
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Just-in-Time (JIT) Concept
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JIT is an inventory supply system that operates with very low inventories and requires fast, on-time delivery.
When parts are needed for production, they arrive from supplier “just in time,” which means neither before or after they are needed.
JIT is used in situations where demand forecasting is reliable. It is NOT appropriate for inventories that are to be stored over a significant period of time.
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Transportation
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Transportation Modes
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RailRail
TruckFlexible in routing & time schedules,
efficient for short-hauls of high value goods
TruckFlexible in routing & time schedules,
efficient for short-hauls of high value goods
WaterLow cost for shipping bulky, low-value
goods, slowest form
WaterLow cost for shipping bulky, low-value
goods, slowest form
PipelineShip petroleum, natural gas, and chemicals
from sources to markets
PipelineShip petroleum, natural gas, and chemicals
from sources to markets
AirHigh cost, ideal when speed is needed or to
ship high-value, low-bulk items
AirHigh cost, ideal when speed is needed or to
ship high-value, low-bulk items
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Checklist for Choosing
Transportation Modes
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1. Speed.2. Dependability.3. Capability.4. Availability.
5. Cost.
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Customer Service Concept
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Customer service is the ability of logistics management to satisfy users in terms of:
- time- dependability- communication- convenience
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Right Product
Right Cost
Right Place
Right Condition
Right Time
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Enough for today. . .
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Summary
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Producer
End users
End users
Interme-diaries
Interme-diaries
Producer
Marketingactivities Demand
Demand Demand
Push Strategy
Pull Strategy
Marketing activities
Demand
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Marketing Logistics and Supply Chain
Management
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Functions of Logistics Systems
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InventoryWhen to order
How much to orderJust-in-time
InventoryWhen to order
How much to orderJust-in-time
CostsMinimize Costs ofAttaining Logistics
Objectives
CostsMinimize Costs ofAttaining Logistics
Objectives
WarehousingStorage
Distribution
WarehousingStorage
Distribution
Order ProcessingSubmittedProcessed
Shipped
Order ProcessingSubmittedProcessed
Shipped
Logistics
FunctionsTransportation Water, Truck, Rail, Pipeline & Air
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Next….
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Retailing and
Wholesaling
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Principles of Marketing
Lecture-29