미국마케팅협회 공인마케팅자격증 American Marketing Association's Professional Certified Marketer (AMA PCM) TOPIC 13. Supply Chain and Channel Management / 공급망 및 채널 관리

1. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
TOPIC 13.
SUPPLY CHAIN AND CHANNEL
MANAGEMENT

2. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
SUPPLY CHAIN MANAGEMENT

3. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Various firms involved in performing the activities
required to create and deliver a product or service to
consumers or industrial users. 제품과 서비스를 만들고 소비자
나 산업 사용자들에게 전달해야 하는 활동을 수행하는 기업들
Supply Chain

4. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Individuals and firms involved in the process of making a
product or service available for use or consumption by
consumers or industrial users 제품과 서비스를 사용하거나 소
비할 수 있도록 해주는 데 관련된 개인 또는 기업들
Marketing Channel

5. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
A supply chain includes suppliers that provide raw material
inputs to a manufacturer as well as the wholesalers and
retailers that deliver finished products to consumers.
공급망은 마케팅채널과 달리 공급자를 포함함
Marketing Channel vs. Supply Chain

6. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Marketing Channel vs. Supply Chain

7. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
CHANNEL STRUCTURE

8. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Direct and Indirect (Marketing) Channel

9. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
An arrangement whereby a firm reaches different buyers
by employing two or more different types of channels for
the same basic product. 둘 이상의 채널을 활용하여 다양한 구매
자에게 도달하도록 하는 것
Dual Distribution*

10. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Channel Conflict
Arises when one channel member believes another
channel member is engaged in behavior that prevents it
from achieving its goals

11. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Vertical conflict
• Horizontal conflict
Channel Conflict

12. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Sources of Conflict in Marketing Channels
• Vertical conflict
• Disintermediation 중간상 없애기
• Disagreements over how profit margins are
distributed among channel members 채널 멤버간 마진율
책정 갈등

13. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Sources of Conflict in Marketing Channels
• Horizontal conflict
• When a manufacturer increases its distribution
coverage in a geographical area 유통 커버리지 확대로 인
한 판매 구역 축소
• Dual distribution 신규 채널 유통

14. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Professionally managed and centrally coordinated
marketing channels designed to achieve channel economies
and maximum marketing impact 채널 경제성과 최대의 마케팅
임팩트를 달성하기 위해 전문적으로 관리되고 중앙집중적으로 조정되
는 마케팅 채널
Vertical Marketing Systems

15. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Vertical Marketing Systems

16. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Vertical Marketing Systems
• Corporate VMS
• Contractual VMS
• Administered VMS

17. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
포드, GM 힐튼호텔, 맥도날드
코카콜라, 펩시콜라 세무서비스, 광고대행사
Manufacturer-sponsored Service-sponsored
WholesaleRetail
Contractual VMS >> Franchise Program

18. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
LOGISTICS

19. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Those activities that focus on getting the right amount of
the right products to the right place at the right time at
the lowest possible cost
Logistics (or Physical Distribution)

20. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Logistics Concepts

21. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The ability of logistics management to satisfy users in
terms of time, dependability, communication, and
convenience 시간, 신뢰성, 커뮤니케이션, 편리성 측면에서 소비자
를 만족시키는 능력 [기출문장]
Concept 1: Customer Service

22. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Expenses associated with transportation, materials
handling and warehousing, inventory, stockouts, order
processing, and return products handling 운송, 자재관리, 창
고, 재고, 품절, 주문관리, 반품처리 등과 관련된 비용
Concept 2: Total Logistics Cost

23. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
INVENTORY MANAGEMENT

24. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
An inventory-management system whereby the supplier
determines the product amount and assortment a
customer (such as the retailer) needs and automatically
delivers the appropriate items 소매상들이 원하는 제품의 수량
과 종류를 공급자가 결정하여 적절한 아이템을 배송하는 재고관리 시
스템 [기출문장]
Vendor-Managed Inventory (VMI)

25. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The receipt and transmission of sales order information.
[기출문장]
Order Processing

26. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Inventory Management
• Lead Time = Order Lead Time = Order Cycle Time =
Replenishment Time
• Reorder Point* = (order lead time * usage rate)

27. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Inventory Management

28. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Inventory Management
• Lead Time = Order Lead Time = Order Cycle Time =
Replenishment Time
• Reorder Point = (order lead time * usage rate)
• Safety stock

29. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Reorder point
= (order lead time * usage rate) + safety stock

30. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
JIT (Just-in-time)
An inventory-management approach in which supplies
arrive just when needed for production or resale

31. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Stockouts*, or shortages of products
• >> Brand switching, lower sales, and loss of customers
Low Inventory Risk

32. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Costs increase
• Risks of product obsolescence, pilferage, and damage.
High Inventory Risk
/ pilferage: 좀도둑질로 인한 손실

33. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
MARKETING CHANNEL CHOICE

34. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Target Market Coverage
• Buyer Requirements
• Profitability
Factors Affecting Channel Choice and
Management

35. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Intensive distribution*
• Exclusive distribution*
• Selective distribution*
Target Market Coverage

36. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Information
• Convenience
• Variety*
• Pre - or postsale services
Buyer requirements