week 10 Flashcards
(46 cards)
what is distrabution
all activities required to get right product to right place at right time
o How customer get product and where
what is wholeseller, distrabutor and retailer
wholeseller: 3rd party between manufactor and reatiler who relsell products
distrabutro: indpendant cntractor hired by manufactor to sell products
Retailer: a peron or compahny that sells products directly to final customer
direct vs indiret distrabution
o Direct: direct interaction from producer and consumer
o Indirect: actor in the middle help us get producer to the consumer which could be wholeseller, distributor, reatailor
what is supply chain
o All activities and institution to produce the product to the consumer
supply chain vs distrabution channel vs logisitcs manahgement
SC:o All activities and institution to produce the product to the consumer
o Logistic management is governance of supply chain
o Distribution channel: actors that help get product to consumer
level 0-2 SC
0- direct to consumer
1- retailer help
2- partner with wholeseller get into retailer to customer
SC of ecoomerce company
RM–> Supplier–> Manufactor–> distrabutor–> retailer–> consumer
logistics in betwene
Shein SC contains
audience engagement and digitally epowered, repsod quick as possible, only do small batch, important to listen and translate data into SC
digitalized SC–> data driven merch plan–> in demand production–> customer feedback and analysis
what are upstream suplly partners
o Upstream partners: suppliers those partners that help get product done like raw materials labeling and package all supliers to get product done
ex–> pumpkin egg flour suppliuer get R to pumpkin pie makers
what are downstream supply partners
to get product to customer ex safeway getting a pie to customer
channel structure depends on
capability, nature of product or service
Adv and disadv of infdirect distrabution
o Advantage of indirect is reach larger market, different segmented market, get rid of some of activities in house like fufill order
o Disadv: no direct communication with consumer less feedback and harder get consumer info behavior
multichannel distrabution is
different ways of distrabuting to diff customer or bus segment
Admin VMS
dominant channel memebr controls the channel relationship and operation of SC
contractual VMS
like frnachising, independant firms at diff levels of SC join tog through contracts
Coperate VMS
parent company has complete control and can dictate priorities and objectives of the marketing channel
Horizontal marketing system is
o Two or more companies as a single level join together
what is disintermediation
- Disintermediation When producers and service providers cut out traditional intermediaries or displace resellers
- Channel selection: 4 questions to make decsions which distribution channel is best for us
o 1- does fit target customer channel
o 2- brand position
o 3- fit for org
o 4- achieve economic goal
channel design matrix asks and soluton
o Pssible channels, will customer buy, fit brand, fit org, profit potential
analyze customer need, set objective, ID alternative, evaluation
anlayze custyomer need incl
- Analyze consumer needs: how customer wnts to get product
o What do customer need and want and how to get product
o Willing to travel to get service or in person online?
o Assortment, specialization
o Add on service
set channel objective incl lookig at what
- Set channel objective with that channel
o Target level of customer service
o What is nature of product
o Company size and financial stuation
o Competition and benchmarking
Types of distrabution levels
Intensive distribution: be different locations like coke
Selective
Exclusive like porshe
Product and capability bsed
logisitcs management examples
- Logistic management
o Governance of supply chain take into account
o Transport modes
o Inventory management
o Get product to customer
Shipping merch to store
Order online or pick up in store
