Mensur Boydaş, Vahdi Boydaş

1. Marketing
Place/Distribution channels

2. Components of a channel
[direct/indirect]
Manufacturer/service
provider
Customer
Manufacturer/service
provider
Customer
Wholesaler
Retailer

3. Components of a channel
[direct/indirect]
Manufacturer/service
provider
Customer
Manufacturer/service
provider
Customer
Wholesaler
Retailer

4. How channels function (act)
P/S
Vertical
system (e.g.
EDLP)
P/S
w
R
Horizontal system (e.g. Air
Canada star Alliance)
Customer
segment 1
P/S
VSys. Direct
(Internet,
Phone
Direct mail,
e.g. DELL.
Customer segments
1, 2, 3, etc.
Hybrid
system, e.g.
Gateway, and
Sears.

5. Distribution channel strategies
– Intensive distribution:
– Exclusive distribution:
– Selective distribution:

6. Logistics
(managing the flow of physical goods across the distribution
channel)
•
Aim: fulfill the marketing concept through developing an added value via
effective and efficient flow of goods.
•
Tactics’ aim: Integrated supply chain management (ECR)
–
–
–
–
Inventory management (Bar Coding)
Order processing (EDI)
Warehouse (Distribution centre) management (Just-in-time)
Transportation management (trucks and/or sea)
Supplier/You
ECR
Customer
Retailer

7. Retailers