Download MBA-Marketing (Master of Business Administration) 3rd Semester Logistics Management Notes
UNIT I
1 Introduction to Personal Selling
Personal selling is a distinctive communication form because it is a two-way
communication that involves social interaction with prospective buyers. It has
been the oldest form of marketing that started when peddlers moved from door
to door to sell their products. Personal selling declined during the first quarter of
the twentieth century because of heavy demand by the public.
2 Objectives
This unit`s objectives are to cover the following titles.
1. Introduction to personal selling 2. Types of selling
4. Alternative sales structure
5. Direct marketers
6. Mail order selling
7. The selling process
8. Selling strategies and styles
9. Formulating sales objectives
10. Sales forecasting
11. Estimating market sales potentials
These titles will enrich MBA-Marketing students to be well versed with the two
promotional mix tools personal-selling and direct marketing.
2.1
Definitions of personal selling
1. Philip Kotler defines personal selling as a face-to-face interaction
with prospective purchasers for the purpose of making sales.
2. Irving J.Shaprio defines personal selling as an art of successfully
persuading prospects or customers to buy products or services from
which they can derive suitable benefits, thereby increasing their total
satisfaction.
3. Personal selling is an oral presentation of goods to one or more
prospective customers to promote sales.
It helps in the transfer of the title a face-to-face interaction between the sales
person and the buyers. The sales people become aware of the problems of the
buyers and suggest suitable products or services to satisfy their wants.
Significance of personal selling
The significance of personal selling are as follows.
a) Personal selling is an important ingredient in the promotion mix.
b) It has been observed that twenty percent of the sales are affected
through personal selling.
c) By personal selling the salesman reaches the prospective buyers
whom other promotional measures cannot reach.
d) Personal selling is flexible, as it can adjust to the immediate
reactions of the potential buyers.
e) Feed back of sales efforts is possible in personal selling.
f) Personal selling is the easy way to find the target consumer.
Limitations of personal selling
The limitations of personal selling are as follows
a) Personal selling involves substantial costs of travel, literature
publication, samples, surveys, management and control.
b) It is less attractive for small companies.
c) Sales people do not take much interest in sales promotion, they
waste their time and shift to other
d) Personal selling cannot become effective without proper training
and adequate motivation of sales persons.
Personal selling tools
The common tools used in personal selling are
1. Sales presentations
2. Sales meetings
3. Incentive programs
4. Samples
5. Fairs and trade shows
Qualities of sales force for personal selling job
Personal selling is not a routine job. It requires special qualities and capabilities
those qualities are
a) Hard work
b) Initiative
b) Sales techniques and Knowledge
Personal selling process
Pre-sale
Prospecting
Pre approach
Approach
Pr eparation
and Qualifying
Follow up and
Closing
Handling
Presentation
Maintenance
Objections
and
demonstration
a) Pre-Sale preparation
It involves all the preparations for getting ready for the selling process by the
salesmen. The salesman has to be familiar with the product, the market, the
techniques of selling and organization. He would be successful if he is aware of
the unsatisfied needs and problems of the customers. He should prepare himself
by knowing himself and his company, competition and market environment.
b) Prospecting and qualifying
The potential customer is known as a prospect and the method of finding he
potential customer is known as prospecting. Prospecting involves a significant
amount of time, effort and money. Although the company will give the leads,
the salesmen have to develop their own leads. Leads can be developed in the
following ways
1.
By analyzing telephone directory.
2.
Cold canvassing (Dropping Un Announced).
3.
Asking current customers for the names of prospects.
4.
Cultivating referral sources such as suppliers, dealers, bankers, non
competing sales representatives and trade association executives.
5.
Joining the organizations to which prospects belong.
E.g.:- Lions club, Rotary club etc.
6.
Engaging in speaking and writing activities that draw attention.
7.
Examining data sources (Newspapers, Directories) in search of names.
c) Pre approach
It involves finding out the needs, problems, preferences habits, attitudes, nature
and interests of the prospects. The salesman can consult standard sources such
as Moody`s, standard and poor, Dun and Brad sheet etc. The salesman should
set best approach, which might be a personal visit, a phone call, or a letter. The
best timing should be thought out because many prospects are busy at certain
times and finally the sales presentation strategies are planned.
d) Approach
The initial few minutes of the sales talk are known as the approach` to the
prospect. The purpose of the talk is to arouse and sustain the customer`s
attention. Before the talk, the salesman should introduce himself by using the
telephone, by obtaining introduction from a customer and by handling his
business card. In the first contact, he should attract the attention of the
customers. Some popular techniques for his purpose are 1) Reference approach
that involves reference of the product by the friends of the prospects, 2) Benefit
approach that indicates the benefits of the products, 3) Sample approach that
involves giving samples to the prospect and 4) Mutual approach that considers
the prospect supreme.
e) Presentation and demonstration
It refers to the presentation of the product to the customer or prospect, a
demonstration of its features and benefits to the prospect and showing how the
product meets the customer`s needs. Companies have developed three different
styles of sales presentation. The oldest one is the canned approach which is a
memorized sales talk covering the main points. It stimulates the buyer by using
right stimulus words, pictures, terms and actions. The formulated approach
identifies the needs and buying style and then uses a formulated approach
according to the type of the buyer. The need-satisfaction approach starts with a
real search for the customer`s real needs by encouraging the customer to do
most of the talking. This approach calls for good listening and problem solving
stills. Sales demonstrations can be improved by using demonstration aids such
as booklets, flip charts, slides, movies, audio, video and actual product samples.
In a demonstration the salesman can draw five influence strategies
a) Legitimacy : - emphasizing the reputation of his or her
company.
b) Expertise
: - showing deep knowledge of the buyer`s
situation and products.
c) Referent power:-building shared characteristics, interests and
acquaintances.
d) Ingratiation : - providing personal favors such as a free lunch
to strengthen reciprocity.
e) Impression management: - Conveying favorable impressions
about him or her.
f) Overcoming and handling objectives
The customers almost always pose objections during presentations or when
asked for the order. The resistance can be psychological such as interference,
preference for established supply or brands, relevance to give up something,
unpleasant associations about other persons, predetermined ideas etc. The
resistance can also be logical such as objections to price, delivery schedule or
certain product or company characteristics.
To handle these objections, the salesman has to maintain a positive approach, by
classifying the objectives with valid reasons and turning objectives into reasons
for buying. Experience and training would enable him to deal with the
objections satisfactorily.
g) Closing
The sales person should try to close the presentation at the earliest possible
moment to avoid the emergence of any reaction to the product. He should be
expert enough to close the sales talk at the right moment and including physical
actions, statements and comments. Sales person can use of the several closing
techniques. The can ask for order, recapitulate the A or B, get the buyer to make
minor choices such as colour, size or indicate what the buyer will lose if the
order is not placed now.
h) Follow up and Maintenance
Follow up action begins when the prospect signs the order and asks for
delivering the salesman arranges for the dispatch and delivery of the product,
facilitates grant of credit and reassures the buyer about the wisdom of his
decision. This step is necessary to ensure customer satisfaction and repeat
business. The sales person has to develop an account maintenance plan to make
sure that the customer is not forgotten or lost.
Types of personal selling
The various types of personal selling are negotiation, selling strategy, AIDAS
approach, stimulus response approach, and Buying Formula Theory of selling.
a) Negotiations:
Personal selling is affected through negotiation to arrive at an agreement on the
price and other terms and conditions of sale. In negotiated exchange, price and
other terms are set via bargaining behaviour. Although price is the most
frequently negotiated issue, other issues include contract completion time,
quality of goods and service offered, purchase volume, responsibility of
financing, risk taking, promotion and product safety.
Negotiation is appropriate whenever a zone of agreement exits. A zone of
agreement exits when there is simultaneously overlapping acceptable outcomes
for the parties. The concept is illustrated in the following figure.
Zone of agreement
Sellers
Buyers
Surplus
Surplus
Rupees
S
X
B
Seller's reservation price
Final Contract
Buyer's reservation price
(Seller wants S` or more)
(Buyer wants B` or more)
Seller wants to move X
Buyer wants to move X
to the right.
to the left.
The Principled-Negotiation Approach to Bargaining
In a research program
known as the Harvard Negotiation Project, Roger Fisher and Willia
m Ury
arrived at four points for conducting principled negotiations.
1. Separate the people from the Problem: Because people are involved in the
bargaining, it is easy for emotions to become entangled with the objective merits
of the issue being negotiated. Framing negotiation issues in terms of the
personalities involved rather than the interests of the parties can lead to
ineffective bargaining. Negotiation deteriorates when it becomes a test of wills
instead of a joint problem solving activity. Separating the people from the
problem first involves making accurate perceptions. Each party must
understand empathetically the opponent`s viewpoint and try to feel the level of
emotion with which they hold it. Second, emotions brought into or evolving out
of negotiations should be made explicit and acknowledged as legitimate.
Openly discussing emotions of both parties while not reacting to an emotional
outburst helps keep negotiations from degenerating into unproductive name-
calling sessions. Third, clear communications must exist between parties.
Listening actively, acknowledging what is being said, communicating about
problems rather than the opponent`s shortcomings, and directly addressing
interests will improve the chances of reaching a satisfactory solution.
2. Focus on Interests, Not Positions: The difference between positions and
interests is that one`s position is something one decided upon, while one`s
interests are what caused one to adopt the position. Thus a bargaining position
may be that a contract must include a stiff penalty for late shipment; but the
party`s interest is to maintain an unbroken flow of raw materials. Reconciling
interests works better because for every interest there usually exist several
possible positions that could satisfy that interest.
3. Invent Options for Mutual Gain: Inventing options for mutual gain
involves searching for a larger pie rather than arguing over the size of each slice.
Looking for options that offer mutual gain helps identify shared interests.
4. Insist on Objective Criteria: When an opposing negotiator is intransigent
and argues his position rather than his inter4est, a good strategy is to insist that
the agreement must reflect fair objective criteria independent of the position of
either side. By discussing objective criteria instead of stubbornly held positions,
neither party is yielding to the other; both are yielding to a fair solution. Such
objective criteria may be market value, depreciated book value, competitive
prices, replacement costs, wholesale price index, and so on.
Classic Bargaining Tactics
Here are several standard bargaining tactics:
Acting Crazy: Put on a good show by visibly demonstrating your
emotional commitment to your position. This increases your credibility
and may give the opponent a justification to settle on your terms.
Big Pot: Leave yourself a lot of room to negotiate. Make high demands
at the beginning. After making concessions, you`ll still end up with a
larger payoff than if you started too low.
Get a Prestigious: The ally can be a person or a project that is
prestigious. You try to get the opponent to accept less because the
person / object he or she will be involved with is prestigious.
The well is Dry: Take a stand and tell the opponent you have no more
concessions to make.
Limited authority: You negotiate in good faith with the opponent, and
when you`re ready to sign the deal, you say, I have to check with my
boss.
Whipsaw / Auction: You let several competitors know you`re
negotiating with them at the same time. Schedule competitors`
appointments with you for the same time and keep them all waiting to
see you.
Divide and Conquer: If you`re negotiating with the opponent`s team,
sell one member of the team on your proposals. That person will help
you sell the other members of the team.
Get Lost / Stall for Time: Leave the negotiation completely for a while.
Come back when things are getting better and try to renegotiate then.
Time period can be long (Say you`re going out of town) or short (go to
the bathroom to think).
Wet Noodle: Give no emotional or verbal response to the opponent.
Don`t respond to his or her force or pressure. Sit there like a wet noodle
and keep a poker face.
Be Patient: If you can afford to outwait the opponent, you`ll probably
win big.
Let's Split the Difference: The person who first suggests this has the
least to lose.
Trial Balloon: You release your decision through a so-called reliable
source before the decision is actually made. This enables you to test
reactions to your decision.
Surprises: Keep the opponent off balance by a drastic, dramatic, sudden
shift in your tactics. Never be predicable-keep the opponent from
anticipating your moves.
b) Selling strategy:
Personal selling operations involve selling strategy and planning. Selling
strategy is more effective than negotiation, for it involves determining personal
selling objectives, sales policies, formulation of sales strategies, determining the
selling appropriation and management of the sales force. Personal selling should
have short and long objectives short term objectives are specific and are related
to promotional programme and marketing strategy. The long term objectives are
broad and general and are related to overall objectives of the company.
The types of customer, viz, industrial, users and consumer users have different
needs. Therefore, the sales person has to adopt different sales strategies. The
sales management may fix the number of persons required to meet the sales
needs on the basis of the present capabilities of the sales force.
c) AIDAS Approach
This approach is very popular in sales. It includes attention, interest, Desire,
action and satisfaction. It is a buyers-oriented formula because it emphasizes the
customer`s needs and problems. According to this approach the first goal is to
secure attention approach the first goal is to secure attention of the prospect. For
this is the first few minutes of the interview are crucial. The sales person needs
ample conversational openers` such as favorable comments about prospect`s
business. The second goal is gaining interest of the prospect. This can be done
by finding the selling appeal that is most likely to be effective. This can be
obtained from the hints given by the prospects. Prospects interests are affected
by basic motivations, closeness, its tiredness, and their mood (receptive,
skeptical or hostile) and the sales person must take all the three into account
while selecting the appeal to emphasis. The next goal is to kindle desire of the
prospect. Here the prospects desire to the ready-to-buy point must be kindled.
This can be done by answering to the objections to the prospect`s satisfaction.
The fourth goal is to induce an action that is to buy. Buying is not automatic and
as a rule, must be induced. Sales person never ask for definite yes` or no` for
the fear of getting No`. But it is better to ask for the order straight forwardly.
The last goal is to build satisfaction by reassuring the customer that the decision
was correct. This is done avoid an anti climax that is foregoing an order.
d) Stimulus-Response model
This model of personal selling has four components. Drives, cues, response and
reinforcement. The term drive refers to the strong stimulate the buyer to
purchase a particular product. The primary need may be physiological or
psychological cues indicate when the prospect or customer will respond to a
stimulus. The cues may be product cues, informational cues, activator cues and
non-buyer in the latter stage. The triggering cues influence the purchase
decision. Price, package and service may be the triggering cues. The salesman
has to reinforce the decisions of the buyers to continue to buy his products.
Everything was right for that sale sums up the theory. This theory, sometimes
called the situation-response theory, had its psychological origin in
experiments with animals and holds that the particular circumstances prevailing
in a given selling situation cause the prospect to respond in a predictable way. If
the salesperson succeeds in securing the attention and gaining the interest of the
prospect, and if the salesperson presents the proper stimuli or apples, the desired
response (that is the sale) will result. Furthermore, the more skilled the
salesperson is in handling the set of circumstances, the more predictable is the
response.
The set of circumstances includes factors external and internal to the prospect.
To use a simplified example, suppose that the salesperson says to the prospect,
Let`s go out for a cup of coffee. The salesperson and the remark are external
factors. But at least four factors internal to the prospect affect the response.
These are the presence or absence of desires: (1) to have a cup of coffee, (2) to
have it now, (3) to go out, and (4) to go out with the salesperson.
Proponents of this theory tend to stress external factors and at the expense of
internal factors. They seek selling appeals that evoke desired responses. Sales
personnel who try to apply the theory experience difficulties traceable to internal
factors in many selling situations, but the internal factors are not readily
manipulated. This is a seller-oriented theory: it stresses the importance of the
salesperson controlling the situation, does not handle the problem of influencing
factors internal to the prospect, and fails to assign appropriate weight to the
response side of the situation-response interaction.
e) Buying Formula Theory of selling
In contrast to the two previous theories, the third emphasizes the buyer`s side of
the buyer-seller dyad. The buyer`s needs or problems receive major attention,
and the salesperson`s role is to help the buyer find solutions. The theory purports
to answer the question: What thinking process goes in the prospect`s mind that
causes the decision to buy or not to buy? The buying formula is a schematic
representation of a group of responses arranged in psychological sequence. The
buying formula theory emphasizes the prospect`s responses (which, of course,
are strongly influenced by internal factors) and de-emphasizes the external
factors, on the assumption that the salespersons, being naturally conscious of the
external factors, will not over look them. Since the salesperson`s normal
inclination is no neglect the internal factor, the formula is a convenient way to
help the salesperson remember.
The origin of this theory is obscure, but recognizable versions appear in a
number of early books on advertising and selling by authors who had
experiential knowledge of salesmanship.13 Several psychologists also advanced
explanations similar to the buying formula.14 The name of buying formula: was
given to this theory by the late E.K.Strong, Jr., and the following step-by-step
explanation is adapted from his teaching and writings. Reduced to their simplest
elements, the mental processes involved in a purchase are
Need (or problem) solution purchase
Because the outcome of a purchase affects the chances that a containing
relationship will develop between the buyer and the seller, and because nearly
all sales organizations are interested in continuing relationships, it is necessary
to add a fourth element. The four elements then are
Need (or problem) solution purchase satisfaction
Whenever a need is felt, or a problem recognized, the individual is conscious of
a deficiency of satisfaction. In the world of selling and buying, the solution will
always be a product or service or both, and they will belong to a potential seller.
In purchasing, then, the element Solution involves two parts :( 1) product
(and/or service) and (2) trade name (name of manufacturer, company, or
salesperson).In buying anything, the purchaser proceeds mentally from need or
problem to product or service, or trade name, to purchase, and upon using the
product or service, he or she experiences satisfaction or dissatisfaction. Thus, the
when a definite buying habit has been established, the buying formula is:
Need or
product and/or trade name purchase satisfaction/
problem service dissatisfaction
To ensure purchase, the product or service and the trade name ( that is, the
source of supply) must be considered adequate, and the buyer must experience a
(pleasant) feeling or anticipated satisfaction when thinking of the product and/or
service and the trade name. In many cases, an item viewed as adequate is also
liked, and vice versa, but this is not liked, and some things are liked and bought
that are admittedly not as good as competing items. Similar reasoning applies to
trade names. Some sources supply are both adequate and liked, others are
adequate but not liked; still others are liked but patronized even though they are
inadequate compared to competing sources.
With adequacy and pleasant feelings included, the buying formula becomes
Adequacy Adequacy
Need product and/or trade name purchase satisfaction
Pleasant feelings Pleasant feelings
When a buying habit is being established, the buyer must know why the product
or service is an adequate solution to the need or problem, and why the trade
name is the best one to buy. The buyers also must have pleasant feeling toward
the product or service and the trade name. Then, whenever the buyer`s buying
habit is challenged by a friend`s remark, a competing salesperson`s presentation,
or a competitor`s advertisement, the buyers needs reasons to defend the
purchase, and in addition, he or she needs a pleasant feeling toward both the
product or service and the trade name. All this is represented by the dashed lines
in the formula.
The primary elements in a well-established buying habit are those connected by
solid lines, on the central line of the formula. Most purchases are made with
scarcely a thought as to why, and with the minimum of feeling. And it should be
the constant aim of the salesperson and advertiser to form such direct
associations. Reasons (adequacy of solution) and pleasant feelings constitute the
elements of defense in the buying habit. As long as they are present, repeat
buying occurs. The answer to each selling problem is implied in the buying
formula, and differences among answers are differences in emphasis upon the
elements in the formula. Where the emphasis should be placed depends upon a
variety of circumstances. Without going into detail, it may be said that
1. If the prospect does not feel a need or recognize a problem that can be
satisfied by the product or service, the need or problem should be
emphasized.
2. If the prospect does not think of the product or service when he or she
feels the need or recognizes the problem, the association between need or
problem and product or service should be emphasized.
3. If the prospect does not think of the trade name when he or she thinks of
the product or service, the association between product or service and
trade name should be emphasized.
4. If need or problem, product or service, and trade name are well
associated, emphasis should be put upon facilitating purchase and use.
5. If competition is felt, emphasis should be put upon establishing in the
prospects minds the adequacy of the trade named product or service, and
pleasant feelings toward it.
6. If sales to new prospects are desired, every element in the formula
should be presented.
7. If more sales to old customers are desired, the latter should be reminded.
(Developing new uses is comparable to selling to new customers.
2.2
The diagram showing the relative importance of personal selling in
consumer markets and industrial markets
A dvertising
Personal Selling
S ales promotion
Sales Promotion
umer
ial
Personal
tr
ons
C
Goods
se lling
Advertising
ndus
I
Goods
Public
Relations
Public rela.
Relative Importance
Relative Importance
Personal selling is more importance in selling industrial goods than selling
consumer goods.
Sales force structures
The sales force strategy will have implications for structuring the sales force. If
the company sells one product line to one end using industry with customers in
many locations, the company would use a territorial sales force structure. If the
company sells many products to many types of customers, it might need a
product or market sales force structure.
Alternative structures for the sales force
The various alternative structures for the sales force are
a) Territorial structured sales force.
b) Product structures sales force.
c) Market structured sales force.
d) Complex sales force structures.
Territorial Structured Sales force
In the simplest sales organization, each sales representative is assigned an
exclusive territory in which to represent the company`s full line. This structure
has a number of advantages. First it results in a clear definition of the sales
person`s responsibilities. As the only sales person working the territory, he or
she bears the credit or blame fro area sales. Secondly the territorial
responsibility increases. Thirdly, travel expenses are relatively small, since the
sales representative travels within a small geographical area.
In designing territories, the company seeks certain territorial characteristics such
as territories easy to administer; their sales potential easy to estimate; they
reduce total travel time and provision of equal worth load and sales potential for
each sales representative. These characteristics are achieved through deciding on
i.
Territory size: - Territories can be designed to provide either equal sales
potential or equal work load. Territories of equal potential provide each sales
representative with the same income opportunities and provide a means for
evaluations performance. But because customer density varies by territory,
territories with equal potential can vary widely in size. Territories could be
equalize the sales workload. By this each representative can cover his or her
territory adequately.
ii.
Territory shape: - Many companies prefer a certain territory shape
because shape can influence the cost and ease of coverage and sales
representatives Job satisfaction. Most common are circular, claver leaf, and
wedge shaped territories. Companies nowadays use computers to design sales
territory shapes that optimize criteria such as compactness, equalization of work
load, or sales potential and minimal travel time.
b)Product structured sales force: -
The importance of sales representatives knowing their products, together with
development of product divisions and product management has led companies to
structure their sales forces along product lines. Product specialization is
particularly warranted where products are technically complex, highly unrelated
or very numerous.
c)Market structured sales force: -
Companies often specialize their sales forces along industry or customer lines.
Separate sales forces can be setup for different industries or even for different
customers. The advantage of market specialization is that each sales force can
become knowledgeable about specific customer needs. The major disadvantages
of structured sales forces arise when the various type of customers are scattered
throughout the country as this requires extensive travel by each sales force.
d) Complex sales force structures : -
When a company sells a wide variety of products to many types of customers
over a broad geographical area, if often companies several principles of sales
force structure. A sales representative might then report to one or more line
managers and staff managers.
Difference between personal selling and Advertising
Personal selling is the most cost-effective tool at later stages of the buying
process, particularly in building up buyers` preference, conviction, and action.
The reason is that personal selling, when compared with advertising, has three
distinctive qualities.
i) Personal confrontation: Personal selling involves an alive, immediate, and
interactive relationship between two or more persons. Each party is able to
observe each other`s needs and characteristics at close hand make immediate
adjustments.
ii) cultivation: Personal selling permits all kinds of relationships to spring up,
ranging from a matter-of-fact selling relationship to deep personal friends.
Effective sales representatives will normally keep their customers` interests at
their if they want long term relationships.
iii) Response: Personal selling makes the buyers feel under some obligation for
having listened to the sales talk. The buyer has a greater need to attend and
respond, even if the response is a polite thank you.
These distinctive qualities come at a cost. A sales force represents a greater
long-term cost commitment than advertising. Advertising can be turned on and
off but the size of a sales force is more difficult to alter.
1.13. Sales positions in our economy covered by personal sales men.
Murry devised the following classification of sales positions taken by personal
salesmen
i) Deliverer: Positions where the salesperson`s job is predominantly to deliver
the product (E.g. Milk, oil)
ii) Order taker: positions where the sales person is predominantly an inside order
taker (E.g. the Soap sales person calling on super market manager.)
iii) Missionary: Positions where the salesperson is not expected or permitted to
take an order but is called on only to build goodwill or to educate the actual or
potential user (E.g. The medical detailer representing an ethical pharmacy
house.)
iv) Technician: Positions where the major emphasis is placed on technical
knowledge.
v) Demand creator: Positions that demand the creative sale of tangible products.
(E.g. Vacuum cleaners, refrigerators and encyclopedias) or of intangibles (E.g.
Insurance, advertising services, or education)
1.14. The variety of selling styles and buying styles
Robert R-Blake and Jane S.Mouton distinguish selling styles along two
dimensions, the sales person`s concern for the sale and concern for the customer.
These two dimensions give rise to the following sales grid, which describes five
styles of selling.
1. Type (1, 1) the order taker
2. Type (9, 1) the hard seller
3. Type (5, 5) the soft seller
4. Type (1, 9) the sell myself and
5. Type (9, 9) the problem solving mentality.
Blake and mouton argue that no one selling styles effective with all buyers.
Furthermore, buying styles are just as varied. Buyers vary in their concern for
the purchase and concern for the sales person. Some buyers couldn`t care less;
some are defensive; some will only listen to salespersons from well-known
companies. Effective selling depends on matching the seller`s style to the
buyer`s style. Franklin B. Evans sees selling as a dyadic process, where the
outcome depends on the match of buyer and seller characteristics as well as on
buying and selling styles.
(1, 9) People oriented
-
I am the customer`s friend. I want to
(Sell myself)
understand him and respond to his feeling
and interests so that he will like me. It is
the personal bond that leads him to
purchase from me.
(9, 9) Problem solving oriented - I consult with the customer so as to inform
(Problem Solver)
myself of all the needs, in his situation that
my product can satisfy. We work toward a
sound purchase decision on his part, which
yields he expects from it.
(5, 5) Sales-technique oriented - I have tried-and-true routine for getting a
(Soft seller)
customer to buy. It motivates him through
a blended Personality and product
emphasis.
(1, 1) Take-it-or-leave-it - I place the product before the customer and
(Order taker)
it sells itself.
(9, 1) Push-the-product oriented- I take charge of the customer and hard-sell
(Hard Seller)
him, piling on all the pressure it takes to
get him to buy.
People oriented
Problem Solving oriented
Hi 10
gh
9
1, 9
r
9, 9
e
m
8
o
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s
7
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C
Sales-technique oriented
6
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5
5, 5
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4
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1.15.DI
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aveL
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1
1, 1
9, 1
Considerable diversity exists among personal-selling situations, and it is helpful
0
Low
to distinguish
0 betwe
1 en se
2rvice a
3 nd de
4velopm
5 ental
6 selling.
7 Servi
8 ce se
9 lling ai
10 ms
Low
High
Concern for Sale
to obtain sales from existing customers whose habits and patterns of thought are
already conducive to such sales. Developmental selling, in other words, seeks to
create customers out of people who do not currently view the salesperson`s
company favorably, and who likely are resistant to changing present sources of
supply.
Different sales positions require different amounts and kinds of service and
developmental selling. Mc Murry and Arnold classify positions on a spectrum
ranging from the very simple to the highly complex. They categorize sales
positions into three mutually exclusive groups each containing subgroups, a total
of nine subgroups in all:
Group A (service selling)
1. Inside Order Taker ? waits on customers; for example, the sales clerk
behind the neckwear counter in a men`s store.
2. Delivery Salesperson ? mainly engages in delivering the product; for
example, person delivering milk, bread, or fuel oil.
3. Route or Merchandising Salesperson ? operates as an order taken but
works in the field-the soap or spice salesperson calling on retailers in
typical.
4. Missionary ? aims only to build goodwill or to educate the actual or
potential user, and is not expected to take an order; for example, the
distiller`s missionary and the pharmaceutical company`s detail
person.
5. Technical Salesperson ? emphasizes technical knowledge ; for example,
the engineering salesperson, who is primarily a consultant to client
companies.
Group B (developmental selling)
6. Creative Salesperson of Tangibles ? for example, salespersons selling
vacuum cleaners, automobiles, siding, and encyclopedias.
7. Creative Salesperson of Intangibles- for example, salesperson selling
insurance, advertising services, and educational programs.
Group C (basically developmental selling, but requiring unusual creativity)
8. "Political," "Indirect," or "Back-Door" salesperson ?sells big ticket
items, particularly commodities or items with no truly competitive
features. Sales are consummated through rendering highly personalized
services (which have little or no connection with the product) to key
decision makers in customer`s organization; for example, the salesperson
who lands large orders for flour from baking companies by creating to
key buyer`s interests in fishing, golfing, blondes, or the like.
9. Salesperson Engaged in Multiple Sales ? involves sales of big ticket
items where the salesperson must make presentations to several
individuals in the customer`s organization, usually committee, only one
of which can say yes, but all of whom can say no,; for example, the
account executive of an advertising agency who makes presentations to
the agency selection committees of advertisers ? even after the account
is obtained, the salesperson has to work to retain it.
The more developmental selling required in a particular sales job and the more
complex it is, the harder it is to make sales. The amount and kind of
developmental selling depends upon the natures of prospects and customers, on
the on hand, and the nature of products, on the other hand. The easiest sales are
self ?service sales: customers know their needs, know the products capable of
satisfying these needs, sell themselves, and go through the checkout line. The
most difficult sales require developmental selling and creativity ? where
sometimes the sales must be made on something other than the product`s merit,
or multiple sales are necessary to get the order, and where continual effort is
required to keep the account.
1.16.TYPES OF PERSONAL-SELLING OBJECTIVES
The qualitative personal-selling objectives are long term and concern the
contributions management expects personal selling to make in achieving long-
term company objectives. These objectives generally are carried over from one
period`s promotional programs to the next. Depending upon company objectives
and the promotional mix, personal selling may be assigned such qualitative
objectives as
1.To do the entire selling job (as when there are no other elements in the
promotional mix).
2.To Service existing accounts (that is, to maintain contacts with present
customers, take orders, and so forth).
3.To search out and obtain new customers.
4.To secure and maintain customer`s cooperation in stocking and To keep
customers informed on changes in the product line and other aspects of
marketing strategy.
5.
To assist customers in selling the product line (as through
missionary selling).
6.To provide technical advice and assistance to customers (as with
complicated products and where products are especially designed to fit
buyers` specifications).
7.To assist with (or handle) the training of middlemen`s sales personnel.
8.To assist with the training of middlemen`s sales personnel.
9.To provide advice and assistance to middlemen on management
problems.
10. To collect and report market information of interest and use to company
management.
The basic considerations in setting qualitative personal-selling objectives are
decisions on sales policies and personal ?selling strategies and their role in the
total promotional program. After the role is defined, qualitative long-term
personal-selling objectives are set. In turn, the qualitative personal-selling
objectives become the major determinants of the quantitative personal selling
objectives. The quantitative objectives assigned to personal selling are short
term and are adjusted from one promotional period to another. The sales volume
objective-the dollar or unit sales volume management sets as the target for the
promotional period-is the key quantitative objective. All other quantitative
personal-selling objectives derive from or are related to the sales volume
objective. Thus, discussion here focuses upon the setting of sales volume
objectives. Setting selling objectives, among them the following.
1. To capture and retain a certain market share.
2. To obtain sales volume in ways that contributes to profitability (for
example, by selling the optimum mix of company products).
3. To obtain some number of new accounts of given types.
4. To keep personal ? selling expenses within set limits.
5. To secure targeted percentages of certain accounts business.
1.18.SOME IMPORTANT TERMS
Market Potential.
A market potential is an estimate of the maximum possible sales opportunities
present in a particular market segment and open to all sellers of a good or
service during a stated future period. Thus, an estimate of the maximum number
of low priced pocket cameras that might be sold in Sam Mateo County,
California, during the calendar year 1987 by all sellers competing for this
market would represent the 1987 San Maeto County market potential for low
priced pocket cameras. A market potential indicates how much of a particular
product can be sold to a particular market segment over some future period,
assuming the application of appropriate marketing methods.
Sales Potential.
A sales potential is an estimate of the maximum possible sales opportunities
present in a particular market segment open to a specified company selling a
good or service during a stated future period. To illustrate, an estimate of the
number of low-priced pocket cameras that might be sold in San Mateo County,
California, during the calendar year 1987 by the Eastman Kodak Company
would be the 1987 San Mateo County sales potential for Eastman Kodak low
price pocket cameras. A sales potential represents sales opportunities available
to a particular manufacturer, such as to Eastman Kodak Company, while a
market potential indicates sales opportunities available to an entire industry.
Sales Forecast
A sales forecast is an estimate of sales, in dollars or physical units, in a future
period under a particular marketing program and as assumed set of economic
and other factors outside the unit for which the forecast is made. A sales forecast
may for a single product or for an entire product line. It may be for a
manufacturer`s entire marketing area, or for any subdivision of it. Such forecasts
are short-term, or operating, sales forecasts rather than long-range sales
forecasts, which are used for planning production capacity and for long-run
financial planning. Long ?range sales forecasts, although of interest, are so
tentative that sales planners give them only passing attention. It is the short-
term, or operating, sales forecast that is important to the ales executive. Keep in
mind, then, that an operating sale forecast that is important to the sales
executive. Keep in mind, then, that an operating sales forecast is a prediction of
how much of a company`s particular product (or product line) can be sold
during a future period under a given marketing program and as assumed set of
outside factors.
1.17 Figure showing Personal Selling as part of the promotional Program.
Other
Advertising
Promotion
Promotional
program
S et P e r s o n a l ?
selling Objectives
Determine Sales-Related
Marketing Policies
D etermine kind of
Formulate Personal-
Promotional
sales personnel
Selling Strategies
program
Determine
Sales Budgets
Manage the sales force
-Recruiting and Selecting
-Training and Developing
1.18. SOME IMPORTAN
- T
M oT
ti E
va RM
ting S
-Compensating
Before examining t-h
A e
s
si pla
gn tnni
o T ng
errit a
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ri d
es analytical work involved in setting
sales volume objectives, it- i
R so im
utin po
g t rhte an
Scth to
e
dulde
i f
ng ine three terms: market potential,
-Evaluating and Supervising
sales potential, and sal-ees
t c forecast. Some executives use these terms
synonymously, but, as the following discussion indicates, there are good reasons
Evaluation of personal ?
for distinguishing among them. s elling program
Market potential
1.19.ANALYZING MARKET POTENTIAL
Market Identification
The first step in analyzing a product`s market potential is to identify its market.
Market identification requires finding out
1. Who buys the product?
2. Who uses it?
3. Who are the prospective buyers and/or users?
Some companies find answers to these questions in their internal records, but
most companies, especially those that use long marketing channels, must use
field research to obtain meaningful answers. In consumer goods marketing,
buyers, users, and prospects are identified and classified according to such
characteristics as age, sex, education, income, and social class. In industrial ?
goods marketing, buyers, users, and prospects are identified and classified by
size of firm, geographical location, type of industry, and the like.Market
indemnification studies reveal the characteristics that difference the market
segments making up the product`s market potential. Frequently they un through
redirecting personal selling effort or changing promotional strategy. Some times,
market identification studies provide, as a side result, consumer data on such
factors as purchase frequency, searching time expended unit of purchase, and
seasonal buying habits. When assembled and analyzed, these data helping
estimating market potential.
Market motivation
The second step in analyzing market potential is to detect the reasons why
customers buy the product and the reasons why potential customers might buy
it. Market motivation studies answer twin questions: why do people buy? Why
don`t people buy? The answers help not only in estimating market potential but
assist the sales executive seeking to increase the effectiveness of promotional
programs. Motivation research techniques vary, but the most widely used are the
projective techniques, in which respondents project themselves, their attitudes,
interests, and opinions into interpretations of special materials presented by the
researcher. Analysis of results by trained specialists lays bare what goes on in
buyer`s minds, including, importantly, the real reasons for buying or not buying
the product. Most motivation studies are directed toward explaining the buying
behavior of ultimate consumers rather than industrial users. Information from
motivation studies helps not only in estimating a product`s market potential but
assists in deciding
1. How best to present the product in sales talks.
2. The relative effectiveness of different selling appeals.
3. The relative appropriateness of various promotional methods.
Analysis of Market Potential
Having identified the potential buyers and their buying behavior, the third step is
to analyze the market potential. Generally, market potential cannot be analyzed
directly, so analysis makes use of market factors (a market factor is a market
future or characteristic related to the product`s demand). For instance, the
number of males reaching shaving age each year is one market factor
influencing the demand for men`s electric shavers. But not every male reaching
shaving age is a prospective buyer of an electric shaver-some will be late in
starting to shave, others will adopt other shaving methods, some will not have
the money to buy a shaver or will prefer to use that money for something else,
and still others will use borrowed shavers or, perhaps, will grow beards. Thus,
using market factors for analyzing market potential is a two-step process:
1. Select the market factor(s) associated with the product`s demand.
2. Eliminate those market segments that do not contain prospective
buyers of the product.
1.20. MARKET INDEXES
A market index is a numerical expression indicating the degree to which one or
more market factors associated with a given product`s demand is present in a
given market segment-usually a given geographical market segment. Market
indexes are expressed in relative terms, such as in percentages, rather than in
absolute numbers. In analyzing the market for furniture, for example, a market
index might contain three factors: population, effective buying income, and
number of marriages. In the United States, the most widely used single-factor
market indexes are population as a percentage of U.S. total and effective buying
income as a percentage of U.S. total. Many companies refine these indexes
further by breaking them down into greater detail; for example, the population
index is divided into sub indexes covering different age groups and the income
index into sub indexes for different income groups.
Sales and Marketing Management, a trade publication for sales executives,
publishes annually an issue giving Buying Power Index (BPI) data state, county,
city, metropolitan area, and even by the suburban components of metropolitan
areas. The BPI combines effective buying income, retail sales, and population
into single index using weighting of factors of 5 for income, 3 for retail sales,
and 2 for population. The particular combination and weighting of market
factors serves as a satisfactory measure of market potential for many consumer-
products marketers.
Other marketers construct their own market indexes, including different market
factors and using different weighting systems. One producer of lighting fixtures
includes data on new housing starts, and a maker of auto seat covers includes
motor vehicle registrations. Other market factors frequently used in constructing
consumer-goods market indexes are registrations of new automobiles, home
ownership, marriage licenses issued, births, and deaths. Marketers of industrial
products construct market indexes using such market factors as value added by
manufacture, number of employees engaged in certain kinds of manufacturing
number of manufacturing establishments, person-hours worked, total value of
shipments of particular items, and capital expenditures for new plant and
equipment.
1.21. SALES POTENTIAL AND SALES FORECASTING
Sales potentials, as defined earlier, are quantitative estimates of the maximum
possible sales opportunities present in particular market segments open to a
specified company selling a good or service during a stated future period. They
are derived from market potential after analyses of historical market`s share
relationships and adjustments for changes in companies and competitors selling
strategies and practices.
A firm`s sales potential and its sales forecast are not usually identical in most
instances, the sales potential is larger than the sales forecast. There are several
reasons for this: some companies do not have sufficient production capacity to
capitalize on the full sales potential ; others farms have not yet developed
distributive networks capable of reaching every potential customer; others do
not attempt to realize their total sales potential because of limited financial
resources; and still others being more profit oriented than sales oriented, seek to
maximize profitable sales and not possible sales. The estimate for sales potential
indicates how much a company could sell if it had all the necessary resources
and desired to use them. The sales forecast is a related but different estimate-it
indicates how much a company with a given amount of resources can sell if it
indicates how much a company with a given amount of resources can sell if it
implements a particular marketing program.
1.22. SALES FORECASTING METHODS
A sales forecasting method is procedure for estimating how much of a given
product (or product line) can be sold if given marketing program is
implemented. No sales forecasting method is foolproof ?each is subject to some
error. Some methods are unsophisticated, such as the jury of executive opinion
or the poll of sales force opinion. Others involve the application of sophisticated
statistical techniques, such as regression analysis or econometric model building
and simulation. Two sales forecasting methods may be either sophisticated or
unsophisticated, depending upon how they are used-the projection of past sales
and survey of customer`s buying plans.
Well-managed companies do not rely upon single sales forecasting method but
use several. If different methods produce roughly the same sales forecasts, then
more confidence is placed I the results. But if different methods produce greatly
different sales forecasts, then the sales situation merits further study.
a. Jury of Executive Opinion
There are two steps in this method: (1) high ? ranking executives estimate
probable sales, and (2) an average estimate is calculated. The assumption is that
the executives are well informed about the industry outlook and the company`s
market position, capabilities, and marketing program. All should support their
estimates with factual material and explain their rationales.
Companies using the jury of executive opinion method do so for one or more of
four reasons:
1. This is a quick and easy way to turn out a forecast.
2. This is a way to pool the experience and judgment of well-informed
people.
3. This may be the only feasible approach the company is so young that
it has not yet accumulated the experience to use other forecasting
methods.
4. This method may be used when adequate sales and market statistics
are missing or when these figures have not yet been put into the form
required for more sophisticated forecasting methods.
The jury of executive opinion method has weaknesses. Its findings are based
primarily on opinion, and factual evidence to support the forecast is often
sketchy. This approach adds to the work load of key executive s requiring them
to spend time that they would otherwise devote to their areas of main
responsibility and a forecast made by this method is difficult to break down into
estimates of probable sales by products, by time intervals by markets, by
customers, and so on.
b. The Delphi technique. Several years ago researchers at the Rand
Corporation developed a technique for predicting the future that is called the
Delphi technique. This is a version of the jury of executive opinion method in
which those giving opinions are selected for their expertise. The panel of
experts responds to a sequence of questionnaires in which the responses tone
questionnaires are used to produce the nest questionnaire. Thus information
available to some and not to other experts is disseminated to all, enabling all to
base their final forecasts on all available information. Some contend, This
technique eliminates the band wagon effect of majority opinion.
c. Poll of Sales Force Opinion
In the poll of sales force opinion method, often tagged the grass ? roots
approach, individual sales personnel forecast sales for their territories; then
individual forecasts are combined and modified, as management thinks
necessary, to form the company sales forecast. This approach appeals to
practical sales managers because forecasting responsibility is assigned to those
who produce the results. Furthermore there is merit in utilizing the specialized
knowledge of those in closest touch with market conditions. Because the sales
people help to develop the forecast, they should have greater confidence in
quotas based upon it another attractive feature is that forecasts developed by this
method are easy to break down according to products, territories, customers,
middlemen, and sales force. But the poll of sales force opinion approach has
weaknesses. Not generally trained to do forecasting, and influenced by current
business conditions in their territories salespersons tend to be overly optimistic
or overly pessimistic about sales prospects. They are too near the trees to see the
forest they often are unaware of broad changes taking place in the economy and
of trends in business conditions outside their own territories. Further more, if
the forecasts of the sales staff are used in setting quotas, some sales personnel
deliberately underestimate so that quotas are reached more easily.
To some extent, the weaknesses of this method can be overcome through
training the sales force in forecasting techniques, by orienting them to factors
influencing company sales, and by adjusting for consistent biases in individual
salespersons` forecasts. For most companies, however, implanting corrective
actions is an endless task, because sales personnel turnover is constantly going
on, and new staff members (whose biases are unknown at the start) submit their
this method is based to such a large extent on judgment that it is not appropriate
for most companies to use it as the only forecasting method. The poll of sales
force opinion serves best as a method of getting an alternative estimate for use
as a check on a sales forecast obtained through some other approach.
d. Projection of past sales
The projection of past sales method of sales forecasting takes a variety of
forms. The simplest is to set the sales forecast for the coming year at the same
figure as the current year`s actual sales, or to a moving average of the sales
figures for several past years. For instance, if it is assumed that there will be the
same percentage sales increase next year as this year, the forecaster might utilize
a na?ve model projection such as
This year's sales
Next year's sales = this year's sales x
Last year's sales
This year`s sales are inevitably related to last year`s similarly, next year`s sales
are related to this year` sand to those of all preceding years. Projecting present
sales levels is a simple and inexpensive forecasting method and maybe
appropriate for companies in more or less stable or mature industries- it is rare
in such industries for a company`s sales to vary more than 15 percent plus or
minus from the preceding year.
1. Time-series analysis. Not greatly different n principle from the simple
projection of past sales is time ?series analysis, a statistical procedure for
studying historical sales data. This procedure involves isolating and measuring
four chief types of sales variations: long ?term trends, cyclical changes, seasonal
variations, and irregular fluctuations. Then a mathematical model describing the
past behavior of the series is selected assumed values for each type of sales
variation are inserted ,and the sales forecasts is cranked out. For most
companies, time-series analysis, practical application mainly in making long-
range forecasts. Predictions on a year-to ?year basis, such as are necessary for
an operating sales forecast, generally are little more than approximations. Only
where sales patterns are clearly defined and relatively stable from sales forecasts
One drawback of time-series analysis is that it is difficult to call the turns.
Trend and cycle analysis helps in explaining why a trend, once under way,
continues, but predicting the turns often is more important. When turns for the
better are called correctly, management can capitalize upon sales opportunities;
when turns for the worst are called correct management can cut losses.
2. Exponential smoothing. One statistical technique for short-range sales
forecasting, exponential smoothing, is a type of moving average that represents
a weighted sum of all past numbers in a time series, with the heaviest weight
placed on the most recent data. To illustrate, consider this simple but widely
used form of exponential smoothing-a weighted average of this year`s sales is
combined with the forecast of this year`s sales to arrive at the forecast for next
year`s sales. The forecasting equation, in other words, is
Next year's sales = a (this year's sales) + (1-a) (this year's forecast)
The a in the equation is called the smoothing constant and is set between 0.0
and 1.0 if, for example, actual sales for this year came to 320 units of product,
the sales forecast for this year was 350 units, and the smoothing constant was
0.3, the forecast for next year`s sales is
(0.30)(320) + (0.7) (350) = 341 units of products.
Determining the value of a` is the main problem. If the series of sales data
changes slowly, a should be small to retain the effect of earlier observations. If
the series changes rapidly, a` should be large so that the forecasts respond to
these changes. In practice, a is estimated by trying several values and making
retrospective forecast error is then chosen for future smoothing.
Evaluation of past sales projection methods. The key limitation of all past
sales projection methods lies in the assumption that past sales history is the sole
factor influencing future sales. No allowance is made for significant changes
made by the company in its marketing program or by its competitors in theirs.
Nor is allowance made for sharp and rapid upswings or downturns in business
activity, nor is it usual to correct for poor sales performance extending over
previous periods.
The accuracy of the forecast arrived at through projecting sales depends largely
upon how close the company is to the market saturation point. If the market is
nearly 100 percent saturated, some argue that it is defensible to predict sales by
applying a certain percentage figure to cumulative past sales of the product still
in the hands of users to determine annual replacement demand. However, most
often the company whose product has achieved nearly 100 percent market
saturation finds, since most companies of this sort market durables or semi
durables, that its prospective customers can postpone or accelerate their
purchase to considerable degree.
Past sales projection methods are most
appropriately used for obtaining check forecasts against which forecasts
secured through other means are compared. Most companies make some use of
past sales projections in their sales forecasting procedures. The availability of
numerous computer programs for time-series analysis and exponential
smoothing has accelerated this practice.
e. Survey of customers' buying Plans
What more sensible way to forecast than to ask customers about their future
buying plans? Industrial marketers use this approach more than consumer good
marketers, because it is easiest to use where the potential market consists of
small numbers of customers and prospects, substantial sales are made to
individual accounts, the manufacturer sells direct to users, and customers are
concentrated in a few geographical areas (all more typical of industrial than
consumer marketing). In such instances, it is relatively inexpensive to survey a
sample of customers and prospects to obtain their estimated requirements for the
product, and do project the results to obtain a sales forecast. Survey results,
however, need tempering by management`s specialized knowledge and by
contemplated changes in marketing programs. Few companies base forecasts
exclusively on a survey of customers` buying plans. The main reason lies in the
inherent assumptions that customers know what they are going to do and that
buyers plans, once made, will not change.
Even though the survey of customers` buying plans is generally an
unsophisticated forecasting method, it can be rather sophisticated-that is, if it is a
true survey(in the marketing research sense) and if the selection of respondents
is by probability sampling. However, since it gathers opinions rather than
measures actions, substantial non sampling error is present. Respondents do not
always have well ?formulated buying plans, and, even if they do, they are not
always willing to relate them. I practice, most companies using this approach
appear to pay little attention to the composition of the sample and devote
minimum effort to measuring sampling and non sampling errors.
f) Regression Analysis
Regression a analysis is a statistical process and, as used in sales forecasting,
determines and measures the association between company sale and other
variables. It involves fitting an equation to explain sales fluctuations in terms of
related and presumably causal variables, substituting for these variables values
considered likely during the period to be forecasted, and solving for sales. In
other words there are three major steps in forecasting sales through regression
analysis:
1. Identify variables causally related to company sales.
2. Determine or estimate the values of these variables related to sales.
3. Derive the sales forecast from, these estimates.
Computers make it easy to use regression analysis for sales forecasting. One tire
manufacture, for instance, used simple regression analysis to determine the
association between economic variables and its own sales. This company
discovered that a positive correlation existed between gross national product and
its own sales, but the correlation coefficient was too low to use in forecasting
company sales .the same was true of personal disposable income and retail sales;
their correlation coefficients with company sales were too low to use in
forecasting company sales. The tire manufacturer measured the relation ship
between its own dollar sales and unit sales of automobiles and found a much
higher degree of correlation.
Where sales are influenced by two or more independent variables acting
together, multiple regression analysis techniques are applied. To illustrate,
consider this situation. An appliance manufacture is considering adding an
automatic dishwasher to its line and decides to develop a forecasting equation
for industry sales of dishwashers from published sources, such as the statistical
abstract of the United States, data are collected on manufacturers` sales of
dishwashers for a period of twenty years (the dependent variable). Also
collected are data on four possible independent variables:
1. The Consumer price Index for durables.
2. Disposable personal income deflated by the consumer price Index.
3. The change in the total number of households.
4. New no farm housing starts.
Then, the analysts use stepwise multiple linear regressions to estimate the
relationship among the variables. If close associations exist between company
sales abs a reliable barometer, estimates are improved by experts` predictions of
probable changes in the barometer. However, one danger in using regression
analysis is that forecasters may put too much faith in the statistical output. They
may abandon independent appraisals of future events because of a statistically
developed forecast. It is wise to check results with those of other forecasts.
g) Econometric Model Building and Simulation
Econometric model building and simulation is attractive as a sales forecasting
method for companies marketing durable goods. This approach uses an equation
or system of equations to represent a set of relationships among sales and
different demand determining independent variables. Then, by plugging in
values (or estimates) for each independent variable (that is, by simulating the
total situation), sales are forecast. An econometric model (unlike a regression
model) is based upon an underlying theory about relation ships among a set of
variables, and parameters are estimated by statistical analysis of past data. An
econometric sales forecasting model is an abstraction of a real ?world situation,
expressed in equation form and used to predict sales. For example, the sales
equation for a durable good can be written.
S = R + N
Where S = total sales
R= replacement demand (purchases made to replace product units
going out of use, as measured by the scrap page of old units)
N = new-owner demand (purchases made not to replace existing product
Units, but to add to the total stock of the product in users` possession)
Total sales to a durable good, in other words, consist of purchases made to
replace units that have been scrapped and purchases by new owners. Thus, a
family that has a five ?year-old machine trades it in to a dealer as part payment
for a new machine a becomes part of the replacement demand (although only
effectively so when the five-year-old machine, perhaps passing through several
families` hands in the process, finally comes to be owned by a family that goes
ahead and consigns its even-older machine to the scrap heap).
Replacement demand is measured by the scrap page of old units of products
,that is, by the percentage of the total stock of the product in users` hands that is
taken out of service through consignment to the trash pile, by sale to a junk
dealer , or merely being stowed away and never used again. Replacement
demand in any one year does not include demand originating from the family
that had a five-year-old machine that it traded to a dealer for a new machine
with the dealer reselling the old machine to another family who buys it second
hand. Only when a particular machine goes completely out of service is it
regarded as scrapped, and, at that time (through a chain of purchased and trade
ins) some family becomes a part of replacement demand. Econometricians
estimate replacement demand using life expectancy of survival tables, which are
similar to the life (or mortality) tables used by life insurance actuaries shown
below
Figure showing Durable goods Survival Coefficients
(Maximum Service Life: 11 Years; Average Service Life: 6.5 years)
Year
Survival / coefficient
1.
1.0000
2.
0.9995
3.
0.9946
4.
0.9656
5.
0.8621
6.
0.6406
7.
0.3594
8.
0.1379
9.
0.0344
10.
0.0054
11.
0.0000
If some durable good has a maximum service life al eleven years and 10,000
units of the good enter service in some year, the table indicates that five years
later, 8,621 will probably still be in service and ten years later54. For this batch
of 10,000 product units, scrap page is 1,035 in the fifth year (that is1, 379-344,
the difference between the accumulated total scrap page at the close of the fifth
and fourth years respectively) in the fifth year, then 1,035replacementsales trace
back to the batch of 10,000 product units that entered service five years before.
New-owner demand is the net addition to users stocks of the product that
occurs during a given period. for instance if 2,000,000 units of some appliance
were in service at the start of a period and 2,500,000 at the end, new-owner
demand was500, 000 during the period forecasting the number of sales to new
owners involves treating the stock of the product in the hands of users as a
population exhibiting birth and death characteristics, that is thinking of it
as being analogous to a human population. Constructing this sort of econometric
model requires going through three steps.
First, study independent variables affecting each demand category (replacement
and new owner) and choose for correlation analysis those that bear some logical
relationship to sales ( the dependent variable). Second, detect that combination
of independent variables that correlates best with sales. Third, choose a suitable
mathematical expression to show the quantitative relationships among the
independent variable and sales, the dependent variables. This expression
becomes the econometric model.
The procedure for building econometric models is simple, but finished models
can take on formidable appearances. Consider, for example, this econometric
model for forecasting sales of washing machines.
(It + 3Ct) Pt
Stc = Yt ? yt +Yt Ht (0.03 ? 0.0157) -0.0000283yt
10 0.01818t-33.1143
where
Stc = calculated value for forecasted sales of washing machines
during some time period.
Yt = level consumer`s stock of washing machines in any period
(as of January I)
yt = level of consumers stock that would occur in the following
period (as of January I) if no washing machines were sold
and scrap page rates remained the same
Ht = number of wired (i.e., electrified) dwelling units, in millions
It = disposable personal income
Ct = net credit extended (excluding credit extended for
Automobiles)
Pt = price index for housing furnishings
10 0.01818t-33.1143 = trend of real purchasing power over time
(It + 3Ct) Pt = real purchasing power
Thus, new-owner demand in this model is represented by = Yt ? yt
determined by applying appropriate survival coefficients to previous year`s
sales of washing machines and estimating consumer`s total stock of washing
machines in each year. Replacement demand is represented by the other
symbols in the equation and takes into account the number of wired dwelling
units (washing machines are not sold to people who live in homes with no
electricity),real purchasing power (disposable personal income plus credit
availability divide by a price index), and real purchasing power adjusted for
the historical trend. Regression analysis was used to derive the numerical
values in this model.
Econometric model building seems a nearly ideal way to forecast sales. Not
only does it consider the interaction of independent variables that bear
logical and measurable relationships. Econometric models, however, are best
used to forecast industry sales, not the sales of individual companies. This is
because the independent variables affecting an individual company`s sales
are more numerous and more difficult to measure than are those determining
the sales of an entire industry. Many companies use an econometric model to
forecast industry sales, and then apply an estimate of the company`s share ?
of-the market percentage to the industry forecast to arrive at a first
approximation for the company`s forecasted sales.
1.22. CONVERTING INDUSTRY FORECAST TO COMPANY SALES
FORECAST
Many companies forecast both their own sales and sales of the industry. Of
those using multimethod forecasting procedures, nearly all-at one or more
stages-provide for the making of an industry sales forecast. In fact, of the six
sales forecasting methods discussed in this chapter, only in two-the poll of sales
force opinion and unsophisticated forms of projecting past sales directly. The
general practice is to forecast industry sales early in the procedure and from it
derive a company sales forecast for use as a check against forecasts arrived at
through other methods.
Deriving a company sales forecast from an industry sales forecast requires an
appraisal of company strengths and weaknesses (as well as marketing programs)
against those of competitors. The result is an estimate of expected market share
that (when applied to the industry sales forecast) of the industry. Of those using
multimethod forecasting procedures, nearly all-at one or more stages-provide for
the making of an industry sales forecast. In fact, of the six sales forecasting
methods discussed in this chapter, only in two-the poll of sales force opinion
method level this appraisal up to the sales personnel ?they focus on estimating
how much the company can sell, not on how much the industry can sell.
Unsophisticated forms of the past sales projection method implicitly assume that
no changes will occur in the company`s strengths and weaknesses nor in its
marketing programs vis-?-vis those of its competitors. In other four forecasting
methods considered in this chapter, management makes this appraisal when it
determines the company`s probable market share percentage. Moreover
although some companies check such appraisals with the sales personnel, in
most the main appraisal of competitive position is made by executives better
informed on the overall sales outlook than any sales person can be.
Fore casting a company`s market share varies in complexity from one industry
to another. In the steel industry, the number of competitors is small and market
share is stable, so determining a given company`s market share is a simple task
?a matter of projecting past trends and adjusting for anticipated changes in the
company`s relative strengths and weakness. But in the women`s clothing
industry, the number of competitors is large and market shares fluctuate widely,
so determination of market share is difficult. The ability to evaluate a clothing
style`s salability is a key element in forecasting, and this requires both through
knowledge of market trends and keen judgment. Most companies operate in
industries that lie some where between these two extremes, with market shares
neither as stable as in steel nor volatile as in women`s apparel. Forecasts in most
companies need information on competitors` plans to launch new and improved
products, advertising and selling plans, pricing strategies and so on. When
forecasters evaluate this information in relation to their own company`s
proposed marketing and selling plans, they are in a position to exercise informed
judgment in predicting the company`s probable market share. If, for example, a
forecaster knows that a major competitor plans a substantial price cut on a
product that many buyers buy mainly on the basis of price, it will be necessary
to lower the estimate of the company`s market share unless management is
wiling to match the price cut. Forecasting company`s market share is a matter
both of examining past trends and of appraising impending changes I
competitive relationships.
1.23.DERIVATION OF A SLAES VOLUME OBJECTIVE
A sales volume objective for the coming operating period is the hoped-for out
come of a company`s short-range sales forecasting procedure. A sales forecast
(1) contains an estimate of sales tried to a proposed marketing plan or program
and (2) assumes a particular sat of economic and other forces outside the unit for
which the forecast is made. The sales forecast estimate does not necessarily
become the company`s sales volume objective, but it provides as orientation
point for management`s thinking. Further adjustments in the sales forecast
estimate are necessary whenever management decided to alter its marketing plan
or program or changes occur in competitor`s marketing strategies.
The sales volume objective should be consistent with management`s profit
aspirations and the company`s marketing capabilities. It must be attainable at
costs low enough to permit the company to reach it s net profit objective, and the
company`s marketing forces (that is its sales force, the advertising program, the
dealer organization, and so on) must be capable of reaching the objective set. All
three items-the sales volume objective, management`s profit objective, and the
company`s marketing capabilities-are interrelated. Using the sales estimate in
the sales forecast as a point of departure, management juggles these three items
until it satisfies itself that the relationship between them is the best obtainable.
Only then does the sales forecast result in the setting of a sales volume
objective. At that time, the chief sales executive accepts responsibility for
making the forecast come true. Sales policies and selling strategies,
formulated by the chief sales executive and his or her subordinates, must be put
into effect in the grand effort to reach the sales volume, profit, and other
objectives.
EVELUATION OF FORECASTS
Before submitting forecasts to higher management, sales executives evaluate
them carefully, regardless of the extent of their personal involvement in the
preparation. Every forecast contains elements of uncertainty. All are based on
assumptions. So a first step in evaluating a sales forecast is to examine the
assumptions (including any hidden ones) on which it is based. Sales executives
should view each assumption critically and note particularly any that seem
unwarranted, testing each by asking: If his assumption were removed, or
changed, what would be the effect on the forecast? They should evaluate the
forecasting methods objectively, asking such questions as : Are there any
variations here from what past experience would seem to indicate? Has
sufficient account been taken of trends in the competitive situation and of
changes in competitor`s marketing and selling strategies? Has account been
taken of any new competitive products that might affect the industry`s and
company sales? Have inventory movements at all distribution levels (including
those at wholesale and retail levels) been considered?
Sales executives should evaluate the accuracy and economic value of the
forecast as the forecast period advances. Forecasts should be checked against
actual results, differences explained, and indicated adjustments made for the
remainder of the period. When the period`s sales results are all recorded, all
variations should be explained and stored for future use in improving forecasting
accuracy. Considerable planning and analysis precedes the setting of the
company`s sales volume objective, that is, the dollar or unit sales volume that
management seeks to obtain during a particular future period. Determining the
market potential the maximum possible sales opportunities present in a market
and open to all industry members requires identification of the market and
determination of buying reasons. Sales potential representing the maximum
possible sales opportunities present in given markets and open to a particular
company, are derived from market potentials after analyses of past market share
relationships and through making adjustments for recent or anticipated changes
in company the competitors` marketing and selling programs. Estimates of sales
potential, however, differ from estimates contained in sales forecasts. An
estimate for sales potential indicates how much a company could sell if it had all
the necessary resources and desired to use them for this purpose, whereas a sales
forecast estimate indicates how much a company with a given amount of
resources can sell if it implements a particular marketing program.
The basic purpose of an operating sales forecast is to predict how much a
company can sell during a specified future period under a given marketing plan.
There are many different methods of sales forecasting, and we have considered
six methods here. Most methods look forward and backward, each has merits
and limitations, and all call for judgment on someone`s part. The guiding rule is
to select methods that stand the best chance of achieving the desired degree of
accuracy at the most reasonable costs I terms of time and money. Converting an
industry sales forecast into a company sales forecast requires assessment of
company strengths and weakness vis-?-vis those of competitors and quantitative
estimates of market shares.
The sales forecast estimate does not automatically become the company`s sales
volume objective. Adjustments are made for changes in marketing plans or in
competition. The sales volume objective must be attainable at costs low enough
to permit reaching the profit objective, and it must be in line with the company`s
marketing capabilities.
1.24. Direct Marketing
Most companies rely primarily on advertising, sales promotion, and personal
selling to move their products and services. They use advertising to create
awareness and interest, sales promotion to provide an incentive to buy, and
personal selling to close the sale. Direct marketing attempts to compress these
elements to lead to a direct sale without using an intermediary. The person
exposed to an ad-in a catalog, direct-mail piece, phone call, magazine,
newspaper, TV, or radio program-can call a toll-free 800 number and charge the
order to a credit-card number, or respond by mail and either write in the credit
card number or enclose a check.
Although Direct marketing first emerged in the form of direct-mail and mail-
order catalogs, it has taken on several more forms in recent years, including
telemarketing, direct-response radio and television, electronic shopping, and the
like. What is common to these diverse marketing vehicles is that they are used
to obtain direct orders from targeted customers or prospects. This is in contrast
to mass advertising, which reaches an unspecified number of people, most of
whom are not in the market for the product and will not make a purchase
decision at a retail outlet until some future occasion.
Although direct marketing has boomed in recent years, a large number of
companies still relegate it to a minor role in their promotion mix. The
company`s advertising, sales-promotion, and sales force departments receive
most of the promotion dollars and jealously guard their budgets (although some
of these budgets are used for direct marketing). Many advertising agencies still
don`t offer direct marketing services because they are unfamiliar with this new
discipline or believe they can make more money developing and running
advertising campaigns. Still, most large advertising agencies have acquired
direct-marketing capabilities and are increasingly offering their clients more
varied communication resources.
1.25. Nature, Definition, Characteristics, Growth, and Advantages of Direct
Marketing.
The term direct marketing has taken on new meanings over the years.
Originally, it was simply a form of marketing in which products or services
moved from producer to consumer without the use of any middleman. In this
sense, companies that use sales people to sell direct to end users or that operate
factory outlets are using direct marketing. Later, the term described marketing
done through the mails, whether catalog marketing or direct-mail marketing.
Characteristics of direct marketing:
1) Non Public: The messages are addressed to specific person and do not reach
others.
2) Customized: The message can be customized to appeal to the addressed
individual.
3) Up to date: A message can be prepared very quickly for delivery to an
individual.
Definitions:
Philip kotler defines direct marketing as use of more, telephone and other non
personal contact tools to communicate with or solicit a response from specific
customers and prospects.
Later on it was redefined by Direct Marketing Association as an interactive
system of marketing, which uses one or more advertising media to affect a
measurable response and/or transaction at any location.
In this definition, the emphasis is on marketing undertaken o get a measurable
responds, typically an order from a customer. (It can be called direct-order
marketing.)Today, many users of direct marketing visualize it as playing a
broader role (which can be called direct-relationship marketing)2. These direct
marketers use direct response advertising media to make a sale and learn about a
customer whose name and profile are entered in a customer database, which is
used to build a continuing and enriching relationship. The emphasis is on
building preferred customer relationships. Airlines, hotels, and other are
building strong customer relationships through frequency award programs and
are using their customer database to target their offers to individual customers.
They are making offers to those customers and prospects most able, willing, and
ready to buy the product or service. To the extent that they succeed, they will
gain much higher response rates to their promotions. Sales produced through
direct-marketing channels have been growing at a rapid rate. While retail sales
grow around 6% annually, catalog / direct-mail sales are growing at around
10%.
Direct marketing is used by manufactures, retailers, service companies, catalog
merchants and nonprofit organizations. Its growth in the consumer market is
largely a response to the demassification of the market, in which there is an
ever multiplying number of market niches with highly individualised needs and
preferences. People in these markets have credit cards and known mailing
addresses and telephone numbers, which facilitate reaching and transacting with
them. Households have less time to shop because of the substantial number of
women who have entered the workforce. The highest costs driving, traffic
congestion, parking headaches, the storage of retail sales help and queues at the
checkout
1.26. Major Tools of Direct Marketing
a. Catalog Marketing.
In us catalog marketers mail annually over12.4 billion copies of more than 8,500
different catalogs. The average household receives at least 50 catalogs per year.
These catalog houses lead in developing attractive product assortments and
illustrating them in fine four color photographed layouts. They provide a 24
hour toll free number, payment by credit card, and early shipment of
merchandise. The success of a mail-order business depends greatly on the
company`s ability to manage its mailing and customer lists, to control its
inventory carefully, to offer quality merchandise, and to project a distinctive
customer- benefiting image. Some catalog companies distinguish themselves by
adding literary or information features to their catalogs, sending swatches of
materials, operating a special hotline to answer questions, sending gifts to the
best customers and donating a percent of profits to good causes.
b.Direct ? Mail Marketing:
Direct- mail marketing is a huge business that runs into the tens of billions of
dollars. Direct marketers send single mail pieces-letters flyers, foldouts, and
other salespeople on wings. Some direct marketers have been mailing
audiotapes, videotapes and even computer diskette`s. An exercise ? Equipment
Company mails a video demonstrating the use and health advantages of an
expensive home exercise machine called the Nordic Track Cardiovascular
Exerciser. Ford sends a computer diskette called a Disk Drive Test Drive to
consumers responding to its car ads in computer publications. The diskette`s
menu allows the consumer to read persuasive copy, get technical specifications,
view attractive graphics about the car, and get answers to frequently asked
questions. In general, direct- mail marketers hope to sell a product or service,
collect or quality leads for the sales force, communicate interesting news, or
reward loyal customers with a gift. The names might be selected from a list
compiled by the company or from lists purchased from mailing list brokers.
These brokers are able to sell lists of any description ? the super wealthy,
mobile-home owners, classical-music lovers, and so on. Direct marketers
typically buy a sub sample of names from a potential list and do a test mailing to
see if the response rate is high enough. Direct mail is becoming increasingly
popular because it permits high target-market selectively, can be personalized, is
flexible and allows early testing and measuring of results. While the cost per
thousand people reached is higher than with mass media, the people reached are
much better prospects. Over 45% of Americans purchased something through
direct mail in 1991. Direct mail has proved very successful in promoting books,
magazine subscriptions and insurance and is increasingly being used to sell
novelty and gift items, clothing gourmet foods, and industrial items. Direct mail
is also used heavily by charities which raised $49 billion (24% of total charity
money raised) in 1990 and accounted for about 25% of all direct ? mail
revenues.
c. Tele Marketing.
In us Telemarketing has become a major direct- marketing tool. In 1991
marketers spent an estimated $234 billion in telephone charges to help sell their
products and services. Telemarketing blossomed in the late 1960s with the
introduction of inbound and outbound Wide Area Telephone Service (WATS).
With IN WATS, marketers can offer customers and prospects toll-free 800
numbers to place orders for goods or service stimulated by print or broadcast
ads, direct mail or catalogs, or to make complaints and suggestions. With OUT
WATS they can use the phone to sell directly to consumers and businesses,
generate or qualify sales leads, reach more distant buyers, or service current
customers or accounts. The average household 19 telephone calls each year and
makes 16 calls to place orders. Some telemarketing systems are fully automated.
For example automatic-dialing and recorded ?message players (ADRMPs) can
dial numbers, play a voice-activated advertising message, and take orders from
interested customers on an answering machine device or by forwarding the call
to an operator. Telemarketing is increasingly used in business marketing as well
as consumer marketing. For example, Raleigh Bicycles used telemarketing to
reduce the amount of personal selling needed for contacting its dealers. In the
first year, sales force travel costs were reduced by 50% and sales in a single
quarter were up 34% still not popular in India)
d. Television direct response marketing
Television is a growing medium for direct marketing both through network and
cable channels. Television is used in two ways to market products directly to
consumers. The first is through direct-response advertising. Direct-response
marketers air television spots, often 60 or 120 seconds long that persuasively
describe a product and give customers a toll-free number for ordering. Direct-
response advertising works well for magazines, books, small appliances, records
and tapes, collectibles, and many other products. One of the best examples is
Dial Media`s ads for Ginsu knives, which ran for seven years and sold almost
three million sets of knives worth over 540 million in sales. Recently, some
companies have prepared 30-minute infomercials, which resemble
documentaries-on quitting smoking, curing baldness, or losing weight-and
carries testimony from satisfied users of the product or service, and includes a
toll-free number for ordering or getting further information. Another television
marketing approach is at-home shopping channels where an entire television
program- or whole channel-is dedicated to selling goods and services. The
largest is the Home Shopping Network (HSN), which broadcasts 24 hours a day.
The program`s hosts offer bargain prices on products ranging from jewellery,
lamps, collectible dolls, and clothing to power tools and consumer electronics-
usually obtained by HSN at closeout prices. The show is upbeat, with the hosts
honking horns, blowing whistles, and praising viewers for their good taste.
Viewers call an 800 number to order goods. Handling more than 1,200
incoming lines, 400 operators enter orders directly into computer terminals.
Orders are shipped within 48 hours.
e. Radio, magazine, and news paper direct response marketing.
Radio, Magazines, newspapers, and radios are also used to present direct
response offers to customers. The person hears or reads about an offer and dials
a toll-free number to place an order.
f. Electronic shopping.
Electronic shopping takes tow forms. The first, videotext, is a two-way system
that links consumers` television sets with the seller`s computer data banks by
cable or telephone lines. The videotext service consists of a computerized
catalog of products offered by producers, retailers, banks, travel organizations,
and others. Consumers use an ordinary television set that has a special keyboard
device connected to the system by two-way cable. The other form involves the
use of personal computers with a modem through which consumers dial a
service such as Prodigy or CompuServe. For a monthly charge or usage charge,
these services allow consumers to order goods from local or national retailers;
do their banking with local banks; book airline, hotel, and car rental
reservations; get headline news and movie reviews; and send messages to others.
The number of users of electronic home shopping is still quite small but is likely
to grow as more consumers acquire cable television and personal computers.
g. Kiosk shopping
Some companies have designed customer-order-placing machines (in contrast
to vending machines) and placed them in stores, airports, and other locations.
For example, the Florsheim Shoe Company includes a machine in several of
their stores on which the customer indicates the type of shoe he wants (dress,
sport), and the color and size. Pictures of Florsheim shoes appear on the screens
that meet his criteria. If the particular shoes are not available in the store, the
customer can dial an attached phone and type in his credit-card information and
where the shoes should be delivered. In another application, Hosts USA is a
kiosk found in airports. The traveler sees a video screen with text describing
categories such as executive gifts, action gifts, kids` gifts, and spirits. The
traveler touches the screen to indicate a category of interest. Within the
category, if she is interested in, say, samsonite luggage, a video comes on
dramatizing the benefits of samsonite luggage. If she wants to order it, she
touches the screen again to indicate whether she wants it gift wrapped, with or
without a personal note, and next-day or regular delivery. A phone next to the
screen rings and she puts her credit card into a slot. This completes the
transaction, and the product is then mailed to the indicated address.
Direct marketing provides a number of benefits to customers. Consumers who
buy from mail-order channels say that mail-order shopping is fun, convenient,
and hassle-free. It saves them time. They can do comparative shopping from
their armchairs by browsing through their catalogs. It introduces them to a
largest selection of merchandise and to new lifestyles. They can order gifts to be
sent directly to intended receipts without having to leave their homes. Industrial
customers also attest to a number of advantages, specifically learning about
many products and services without tying up time in meeting salespeople.
Direct marketing provides a number of advantages to sellers. It allows greater
prospect selectivity. A direct market can by a mailing list containing the names
of almost any group left-handed people, overweight people, millionaires,
newborn babies, and so on. The message can be personalized and customized.
Furthermore, the direct marketer can build a continuous relationship with each
customer. The mother of the other newborn baby will receive regular mailings
describing new clothes, toys and other goods that the growing baby will need.
Direct marketing can be timed more precisely to reach prospects at the right
moment. Direct marketing material receives higher relationship, since it reaches
more interested prospects. Direct marketing permits. Testing of alternative
media and message (headlines. salutations, benefits, prices and the like) in the
search for the most cost-effective approach. Direct marketing premises privacy
in that the direct marketer`s offer and strategy are not visible to competitions
Finally, the direct market knows whether the campaign has been profitable
because of response measurement.
1.27. The Development of Integrated Direct Marketing.
Most direct marketers rely on a single advertising vehicle and a one-shot
effort to reach and sell a prospect. An example of a single vehicle, Single-stage
campaign would be sending a one-time mailing offering a cookware item. A
single vehicle, multiple stage campaign would involve sending successive
mailings to a prospect to trigger purchase. Magazine publishers, for example,
send about four notices to a house-hold to get reluctant subscribers to renew. A
more powerful approach is to execute a multiple vehicle, multiple-stage
campaign. Roman calls this technique integrated direct marketing (IDM).
Consider the following sequence:
Paid ad
Outbou
Fact-to-
Ongoing
Campai
with a
Dire
nd
face
communi
gn
response
ct
telemar-
sales
c- a tion
mechanis
keting
call
m
For example, a computer company may launch a new computer by first
arranging news stories to stir interest. Then the company can place full-page ads
to create further awareness and interest. The ads would contain an offer of a
free booklet. The company would then mail the brochure and an offer to sell the
computer at a special price. Those who do not buy are then phoned. Some
prospects will place an order; others might request a face-to-face sales call.
Even if the prospect is not ready to buy, their is ongoing communication.
Roman says that this use of response compression, whereby multiple media are
deployed within a tightly defined time frame, increases impact and awareness of
the message. The underlying idea is to deploy select media with precise timing
to generate greater incremental sales that exceed incremental costs.
1.28. Developing a Database Marketing System.
Most companies have not yet moved into database marketing, which goes far
beyond simple direct marketing. Database marketing uses database technology
and sophisticated analytical techniques combined with direct-marketing methods
to elicit a desired, measurable response in target groups and individuals. Many
companies still confuse a customer list with a marketing database. A customer
list is simply a se t of names, addresses, and telephone numbers, whereas a
marketing database contains individual`s demographics, psychographics, media
graphics, past sales by recency, frequency, monetary amount, and other relevant
descriptors.
Definition. A marketing database is an organized collection of comprehensive
data about individual customers, prospects, or suspects that is current,
accessible, and actionable for such marketing purposes as lead generation, lead
qualification, sale of a product or service, or maintenance of customer
relationships. At the present time, mass marketers generally know little about
individual customers. Retailers know some things about their charge-account
customers but almost nothing about their cash or other credit-card customers.
Banks develop customer databases in each separate product area but typically
fail to tie this information together in a complete profile of the customer that
could be used for cross selling purposes or relationship pricing.
Well-trained field salespeople, on the other hand, normally develop effective
customer databases. Using a laptop computer, they record pertinent facts about
their individual customers: their purchase volume, prices, needs, buying criteria,
hobbies, food preferences, family names, birthdays, and so on. Following each
sales call, the salesperson enters information on when to make the next call,
special customer concerns and questions, and so on. Knowing a lot about each
customer gives salespeople a district competitive advantage.
Building a marketing database involves investing in central and remote
computer hardware, data-processing software, information-enhancement
programs, communication links, personnel to capture data, user-training costs,
design of analytical programs, and so forth. The system should be user friendly
and available to various marketing groups, such as those in product and brand
management, new product development, advertising and promotion, direct mail,
telemarketing, field sales, order involves much cost, but when it runs properly,
the selling company will achieve much cost, but when it runs properly, the
selling company will achieve much higher marketing productivity.
1.29. Major Decisions in Direct Marketing.
In preparing a direct-marketing campaign, marketers must decide on their
objectives, targets, offer strategy, various tests, and measure of campaign
success. Here we will review these decisions.
1. OBJECTIVES The direct marketer normally aims to secure immediate
purchases from prospects. The campaign`s success is judged by the response
rate. A response rate of 2% is normally considered good in direct-marketing
sales campaigns. Yet this rate also implies that 98% of the campaign effort was
wasted. That is not necessarily the case. The direct` marketing presumably had
some effect on awareness and intention to buy at a later date. Furthermore, not
all direct marketing aims to produce an immediate sale. One major use of direct
marketing is to produce prospect leads for the sales force. Direct marketers also
send communications to strengthen brand image and company preference;
examples include banks that mail birthday greeting cards to their best customers
and department stores that send gifts to their best customers. Some direct
marketers run campaigns to inform and educate their customers to prepare them
for later purchase; thus Ford sends out booklets on How to Take Good Care of
Your Car. Given the variety of direct-marketing objectives, the direct marketer
needs to carefully spell out the campaign objectives.
2.TARGET CUSTOMERS Direct marketers need to figure out the
characteristics of customers and prospects who would be most able, willing, and
ready to buy, Bob Stone recommends applying the R-F-M levels, and each
customer is scored; the higher the score, the more attractive the customer. Direct
marketers can use segmentation criteria in targeting prospects. Good prospects
can be identified on the basis of such variables as age, sex, income, education,
previous mail-order purchases, and so forth. Occasions also provide a good
segmentation departure point. New mothers will be in the market for baby
clothes and baby toys; college freshmen will buy typewriters, computers,
television sets and clothing; and newly marrieds will be looking for housing,
furniture, appliances, and bank loans. Another good segmentation departure
point is consumer lifestyles. There are consumers who are computer buffs,
cooking buffs, outdoor buffs, and so forth; some successful catalog marketers
have targeted these groups and won their hearts and minds.
Once the target market is defined, the direct marketer needs to obtain names of
good prospects in the target market. Here is where list acquisition and
management skills come into play. The direct marketer`s best list is typically
the house list of past customers who have bought the company`s products. The
direct marketer can buy additional lists have problems, including name
duplication, incomplete data, obsolete addresses, and so on. The better lists
include overlays of demographic and psychographic information, in addition to
simple addresses. The main point is that the direct marketer needs to test lists in
advance to know their Worth.
3. OFFER STRATEGY Direct marketers have to figure out an effective
offer strategy to meet the target market`s needs. Nash sees the offer strategy as
consisting of five elements-the product, the offer, the medium, the distribution
method, and the creative strategy. Fortunately, all of these elements can be
tested. Each medium has its own rules for effective use. Consider direct mail.
In developing a package mailing, the direct marketer has to decide on five
components. Each component can help or hurt the overall response rate. The
outside envelope will be more effective if it contains an illustration, preferably
in color, and / or a catchy reason to open the envelope, such as the
announcement of a contest, premium, or benefit to the recipient. Envelopes are
more effective-but more costly-when they contain a colorful commemorative
stamp, when the address is hand typed or handwritten, and when the envelope
differs in size or shape from standard envelopes.
The sales letter should use a
personal salutation and start with a headline in bold type in the form of a news
lead, a how / what / why statement, a narrative, or a question to gain attention.
The letter should be printed on good-quality paper and run for as many pages as
are necessary to make the sale, with some indented paragraphs and underlining
of pertinent phrases and sentences. A computer-type letter usually out pulls a
printed letter, and the presence of a pithy P.S. at the letter`s end increases the
response rate, as does the signature of someone whose title is appropriate and
impressive. A colorful circular accompanying the letter will also increase the
response rate in most cases by more than its cost. The reply form should feature
an 800 toll-free number and contain a perforated receipt stub and guarantee of
satisfaction. The inclusion of a postage-free reply envelope will dramatically
increase the response rate.
Consider, on the other hand, a telemarketing campaign. Effective telemarketing
depends on choosing the right telemarketers, training them well, and
incentivizing them. Telemarketers should have pleasant voices and project
enthusiasm. Women are more effective than men for many products. The
telemarketers should initially train with a script and eventually move toward
more improvisation. The opening lines are critical: They should be brief and
lead with a good question that catches the listener`s interest. The telemarketer
needs to know how to end the conversation if the prospect seems to be a poor
one. The call should be made at the right time, which is late morning and
afternoon to reach business prospects, and the evening hours between 7 to 9 to
reach households. The telemarketing supervisor can build up telemarketer
enthusiasm by offering prizes to the first one who gets an order or to the top
performer. Given the higher cost per contact for telemarketing, and privacy
issues, precise list selection and targeting is critical. Clearly, other media, such
as catalog mail order, TV home shopping, and so on, have their own rules for
effective use.
4. TESTING DIRECT-MARKETING ELEMENTS One of the great
advantages of direct marketing is the ability to test under real marketplace
conditions the efficacy of different components of the offer strategy. Direct
marketers can test product features, copy, prices, media, mailing lists, and the
like. Although direct marketing response rates are at the single-digit level,
testing these components can add substantially to the overall response rate and
profitability. The response rate to a direct-marketing campaign typically
understates the long-term impact of the campaign. Suppose only 2% of
recipients of a direct-mail piece advertising Samsonite luggage place an order.
A much larger percentage became aware (Direct mail has high readership), and
some percentage formed an intention to buy at a later date (the purchase will
occur at a retail outlet). Furthermore, some percentage of the audience may
mention Samsonite luggage to others as a result of seeing the promotion. Some
companies are now measuring the impact of direct marketing on awareness,
intention to buy, and word of mouth to derive a larger estimate of the
promotion`s impact than is measured by the response rate alone.
5. MEASURING THE CAMPAIGN'S SUCCESS By adding up the
planned campaign costs, the direct marketer can figure out in advance the
needed break even response rate. This rate must be net of returned merchandise
and bad debts. Returned merchandise can kill an otherwise effective campaign.
The direct marketer needs to analyze the main causes of returned merchandise,
such as late arrival, defective merchandise, damage in transit, not as advertised,
incorrect order fulfillment. By carefully analyzing past campaigns, direct
marketers can steadily improve their performance. Even when a specific
campaign fails to break even, it might still be profitable.
Direct marketing has spawned a growing body of theory, measurement, and
competent practice. It adds a number of communication concepts and
capabilities to the marketers` toolbox. When tied to a carefully developed
customer database, it can increase sales and profit yields and strengthen
customer relationships. It can provide more accurate prospect leads and trigger
new sales at a lower cost ultimately; marketers will make direct marketing and
database marketing an integral part of their marketing strategy and planning.
1.30. Issues in the Use of Direct Marketing
Direct marketers and their customers usually enjoy mutually rewarding
relationships. Occasionally, however, a darker side emerges. Concerns include
simple excesses that irritate consumers, instances of unfairness, cases of outright
deception and fraud, and invasion-of-privacy issues.
a. Irritation - Many people find the increasing number of hard-sell solicitations
to be a nuisance. They dislike direct response TV commercials that are too loud,
too long, and too insistent. Especially bothersome are dinner-time or late-night
phone calls, poorly trained callers, and computerized calls placed by an ADRMP
(auto-dial recorded message player).
b. Unfairness- Some direct marketers take unfair advantage of impulsive or less
sophisticated buyers. TV shopping shows and program-long infomercials
may be the worst culprits. They feature smooth-talking hosts, elaborately staged
demonstrations, claims of drastic price reductions, While they last time
limitations, and unexcelled ease of purchase to capture buyers who have low
sales resistance.
c. Deception and Fraud
Some direct marketers design mailers and write
copy intended to mislead buyers. They may exaggerate product size,
performance claims, or the retail price. Political fund raisers sometimes use
gimmicks such as look-alike envelopes that resemble official documents,
simulated newspaper clippings, and fake honours and awards. Some nonprofits
organizations pretend to be conducting research surveys when they are actually
asking leading questions to screen or persuade consumers. The Federal Trade
Commission receives thousands of complaints each year about fraudulent
investment scams or phony charities. By the time buyers realize that they have
been bilked and alert the authorities, the thieves are usually somewhere else
plotting new schemes.
d. Invasion of Privacy- Invasion of privacy is perhaps the toughest public-
policy issue now confronting the direct-marketing industry. It seems that almost
every time consumers order products by mail or telephone, enter a sweepstakes,
apply for a credit card, or take out a magazine subscription, their names,
addresses, and purchasing behavior are entered into some company`s already
bulging database. Using sophisticated computer technologies, direct marketers
can use these databases to effectively micro target their selling efforts.
Consumers often benefit from such data base marketing-they receive more
offers that are closely matched to their interests. However, direct marketers
sometimes find it difficult to walk the fine line between their desires to reach
carefully targeted audiences and consumer rights to privacy. Many critics woory
that marketers may use know too much about consumer`s lives, and that they
may use this knowledge to take unfair advantage of consumers. They ask:
should AT & T be allowed to sell marketers the names of customers who
frequently call the 800 numbers of catalog companies? Is it right for credit
bureaus to compile and sell lists of people who have recently applied for credit
cards-people who are considered prime direct-marketing targets because of
their spending behavior? Or is it right for states to sell the names and addresses
of driver`s license holders, along with height, weight, and gender information,
allowing apparel retailers to target tall or overweight people with special
clothing offers? The direct-marketing industry is working to address issues of
ethics and public policy. They know that, left untended, such problems will lead
to increasingly negative consumer attitudes, lower response rates, and calls for
greater state and federal legislation to further restrict direct-marketing practices.
More importantly, in the last analysis, most direct marketers want the same thing
that consumers who will appreciate and respond to them. Direct marketing is
just too expensive to waste on consumers who don`t want it.
1.31. Relationship Marketing
The principles of personal selling and negotiation as described are transaction
oriented; that is, their aim is to help salespeople close a specific sale with a
customer. But in many cases, the company is not seeking simply a sale: it has
targeted a major customer account that it would like to win and serve. The
company would like to demonstrate to the account that it has the capabilities to
serve the account`s needs in a superior way, particularly if a committed
relationship can be formed. The type of selling to establish a ling-term
collaborative relationship is more complex than that described earlier. Neil
Rack ham sees the selling process as involving four stages; preliminaries,
investigating, demonstrating capability, and obtaining commitment. He notes
that obtaining commitment involves many more agreements than simply closing
the sale.
More companies today are moving their emphasis from transaction marketing to
relationship marketing. The days of the lone sales person working his or her
territory and being guided only by a sales quota and a compensation plan are
numbered. Today`s customers are large and often global. They prefer suppliers
who can sell and deliver a coordinate set of products and services to many
locations; who can quickly solve problems that arise in their different locations;
and who can work closely with customer teams to improve products and
processes. Unfortunately, most companies are not set up to meet these
requirements. Their products are sold by separate sales forces that don`t easily
work together. Their national account managers may be turned down when
requesting help from a district salesperson. The company`s technical people
may not be willing to spend time to educate a customer.
Companies
recognize that sales teamwork will increasingly be the key to winning and
maintaining accounts. yet they recognize that asking their people for team work
doesn`t produce It. They need to revise their compensation system to give credit
for work on shared accounts; they must set up better goals and measures for
their sales force; and they must emphasize the importance of teamwork in their
training programs, while at the same time also honoring the importance of
individual initiative. Relationship marketing is bases on the premise that
important accounts need focused and continuous attention. sales people
working with key customers must do more than call when they think customers
might be ready to place orders. They should call or visit at other times, taking
customers to dinner, making useful suggestions about their business, and so on.
They should monitor these key accounts, know their problems, and be ready to
serve them in a number of ways. Here are the main steps in establishing a
relationship marketing program in a company:
Identify the Key Customers Meriting Relationship Marketing: The
company can choose the five or ten largest customers and designate them
for relationship marketing. Additional customers can be added who
show exceptional growth.
Assign a Skilled Relationship Manager to Each Key Customer: The
salesperson servicing the customer should receive training in relationship
marketing.
Develop a Clear Job Description for Relationship Managers: It should
describe their reporting relationships, objectives, responsibilities, and
evaluation criteria. The relationship manager is responsible for the
client, is the focal point for all information about the client, and is the
mobilizer of company services for the client. Each relationship manager
will have only one or a few relationships to manage.
Appoint an Overall Manager to Supervise the Relationship Managers:
This person will develop job descriptions, evaluation criteria, and
resource support to increase relationship managers` effectiveness.
Each Relationship Manager Must Develop Long- range and annual
Customer-Relationship Plans: The annual relationship plan will state
objectives, strategies, specific actions, and required resources.
When a relationship management program is properly implemented, the
organization will begin to focus as much on managing its customers as on
managing its products. at the same time, companies should realize that while
there is a strong and warranted move toward relationship marketing, it is not
effective in all situations. Ultimately, companies must judge which segments
and which specific customers will respond profitably to relationship
management.
In text questions
1) Define personal selling and explain its significance and limitations.
2) Discuss elaborately the personal selling process.
3) Explain the various types of personal selling.
4) Explain the AIDAS approach in selling.
5) Write brief notes on alternative structures for sales forces.
6) Explain the various selling styles.
7) How will you analyze sales potential?
8) Explain the various sales forecasting methods.
9) Define direct marketing and explain the various direct marketing tools.
10) Explain the various decisions in direct marketing.
11) Explain the concept of relation ship marketing.
12) Write short notes on a)Direct mail marketing b)Telemarketing
c)Electronic shopping d)Kiosk shopping
13) How do you formulate the sales objective?
14) Explain the various issues in direct marketing
15) Explain how industry forecast is converted into company forecast.
Summary
Among the various promotional mix tools in this unit we have discussed about
the two tools i.e., personal ? marketing and direct marketing. As the consumer
demand has increased there two tools have lost their glamour but, still for
marketing goods that do not have adequate demand, companies relay on these
methods. Sales people are very difference in achieving certain marketing
objectives. At the same time, they are very costly. Management must carefully
design and manage its personal-selling-resources. The purpose of sales force is
to sell, and selling is an art. Selling is a seven steps process. Prospecting and
qualifying, preapproach, approach, presentation and demonstration, overcoming
objections, closing and follow-up and maintenance. Another aspect of selling is
negotiation, the art of arriving at transaction terms that satisfy ?both the parties.
A third aspect is relationship marketing, fine art of creating a closer working
relation and interdependence between the people in two organizations. Direct
marketing is an interactive system of marketing, which uses one or more
advertising media (direct mail, catalogs, telemarketing, electronic shopping, and
so forth) to effect a measurable response and /or transaction at any location. Its
advantages are selectivity, personalization, continuity, better timing, higher
reader ship, testability, and privacy.
References.
1.Sales management, Decisions, Strategies and cases`, by RICHARD R.STILL,
EDWARD W.CUNDIFF and NORMAN A.P. GOVANI.-PHI Publication, 5/e.
2. Sales promotion and advertising management`, by M.N.MISHRA, Himalaya
Publishing House, 2/e.
3. MARKETING MANAGEMENT`, by PHILIP KOTLER, PHI Publication,
8/e
Unit ? II
SALES FORCE COMPENSATION
Learning objectives
1.Definition on sales force compensation
2.Various methods of compensation
3.Choosing the best compensation for sales force
As mentioned in an earlier chapter, to attract, retrain, and motivate the best
salespeople, you should pay them more than they are worth. Then using proper
techniques for hiring, training, organization, deployment, planning, non-
monetary motivation, evaluations, and automation, you should make these well-
paid salespeople worth more than what you pay them. However, remember that
money is not a universal incentive. Salespeople reach complacency plateaus and
comfort zones. In the twenty-first century, salespeople have two-income
families and other income-producing assets such as real estate, stocks, and
bonds. Also, career salespeople who have no interest in management or no
opportunity for management require non-monetary motivation.
Sales force compensation involves deciding how much your successful
salespeople should earn in total dollars and then what portion of that total should
be fixed versus performance pay. Total compensation depends on the
complexity of the salespersons selling tasks. The mix between performance and
fixed pay depends on:
Balancing salesperson and company needs,
The type of salesperson you wish to attract,
The salespersons influence on the sale,
The type product/service sold, and
Rewarding the salespersons specific actions/results most important to
the company`s success.
Sales force compensation involves salary, commission, and bonus, but fringe
benefits and reimbursed expenses.
A company`s sales force compensation plan communicates to salespeople where
management wants them to focus, but this compensation plan may not change
salespeople`s behavior. For example, a nonresidential, commercial security
service offered customers smoke and motion detectors plus window sensors.
The firm paid salespeople a higher commission and bonus for leases rather than
outright purchases, for renewal of central monitoring contracts, and for new
accounts. However, salespeople did little prospecting for new accounts, contract
renewals remained low, and leases were seldom offered. This firm did not
properly hire and train salespeople for these tasks, and although the
compensation program gave a strong message on where to concentrate, the
salespeople did not alter their behavior. A good compensation plan loses its
effectiveness when applied to a weak or badly trained sales force.
Some managers abdicate their sales management responsibility by rationalizing
that the compensation system will direct all salespeople`s behavior. The ultimate
example of this are companies that compensate salespeople on 100%
performance pay, which may be a commission based on revenue or margins. In
such a situation, the manager often does not spend enough time and thought
hiring, training, planning, motivating, or evaluating salespeople, claiming that
100% commission will self-select the right people and self-direct them to work
hard/smart, train, and evaluate themselves. These are dangerous assumptions.
Each year successful sales managers re-evaluate the sales force compensation
program. As stressed throughout this book, business is a dynamic process; the
future is a moving target. In this century the landscape changes quickly and
often. As an agent of change, the sales manager must expect and manage
change. If you were to totally reconstruct the compensation program, would it
look the same? In the last year, how have your products, customers, competitors,
technology, salespeople, strategy, the sales cycle, the customer decision-making
process, and prices changed? Does the compensation program reflect these
changes? Since a compensation system acts as a natural filter in attracting and
retaining salespeople, annual changes should be modest rather than dramatic.
Increasing compensation for a new product or revenue growth while decreasing
it on matured products or previous revenue levels represents acceptable
adjustments. Going from 100% salary to 100% commission will create
confusion and salesperson turnover. Admitting the mistake by changing back to
the original program proves difficult, like putting toothpaste back in the tube.
The compensation system is often a legacy issue that is inherited from a
predecessor, is continued year after year, follows industry tradition, or is copied
from a competitor. A follow-the-loser strategy does not work in the type of
dynamic environment described in the previous paragraph.
TYPES OF SALES FORCE COMPENSATION
Salespeople receive direct compensation, fringe benefits, and reimbursed
expenses as part of their total pay package. Direct compensation consists of
fixed pay (salary), performance pay (commission), and deferred performance
pay (bonus). Fringe benefits range from mandatory social security, medicare,
and unemployment insurance to required medical and health plans to optional
profit sharing, stock options, and tuition reimbursement. Reimbursed expenses
range from salespeople paying their own expenses to employers sharing of these
costs to total salesperson reimbursement on all travel, entertainment,
communication, and office expenses. The key is giving salespeople an economic
incentive to spend wisely. This chapter deals with all these alternatives in some
detail.
TOTAL COMPENSATION
In constructing a compensation program, you first decide the rupees of
compensation for a successful or top salesperson. Your next decision is dividing
those dollars between fixed and performance pays. The total compensation
appropriate for a successful salesperson is determined by the complexity of the
sale and type of selling. You define a successful salesperson as someone who
ranks in the top 25% of your sales force in terms of results (annual dollars of
sales or margin and growth).
A successful or top salesperson involved in a long, complex, multistep,
consultative, partnership sales process should receive over Rs1, 00,000 annually
in total direct compensation regardless of the mix between fixed and
performance pay. Salespeople selling enterprise wide supply chain software and
services, B2B e-commerce sites, or telephone systems, all of which involve long
complex sales cycles, generally receive total annual direct compensation in
excess of Rs 1, 00,000. Such a salesperson often sells a product/service to a one-
time, first-time, new systems buyer.
CHOOSIING THE CORRECT MIX BETWEEN PERFORMANCE AND
FIXED PAY
The mix between performance and fixed pay depends on:
1) Balancing salesperson and company needs,
2) The type of salesperson you wish to attract,
3) The salesperson`s influence on the sale,
4) The type product/service sold, and
5) Rewarding the salesperson`s specific actions/results most important to
the company`s success
The correct mix between performance and fixed direct compensation must
reflect the company and salespeople`s needs. Basically, the company needs to
attract, retain, and motivate salespeople who produce a desired level of sales at a
cost that generates profits and allows necessary percentage returns on sales and
invested capital. Good salespeople need a compensation plan that relieves them
of basic financial worries, gives them pride in what they earn, reflects their
qualifications and experience, and equals or betters that of the competition.
Compensating salespeople on the basis of the replacing them-or just the cost of
preventing them from leaving-does not satisfy these needs. Generally, you will
obtain better results with fewer but more qualified and more highly paid
salespeople than you will with a larger sales force that includes less qualified,
lower-paid people.
SALARY PLANS VERSUS COMMISSION PLANS
Salary provides salespeople with a fixed amount of pay per period regardless of
their recent activities or results. Nonetheless, when results exceed or fall short of
expectations, you can adjust the salary accordingly. However, the reward for
good performance or penalty for weak results is not immediate or direct.
Straight salary provides the salesperson with a steady income and does not stress
the immediate importance of writing orders. Salary emphasizes the importance
of non-selling activities and encourages the salesperson to engage in these
activities. Often a salesperson must perform services after the sale that will not
necessarily result in a reorder. For example, the salesperson for a small concern
renting expensive tropical plants to offices may be required under the rental
agreement to check and treat the plants monthly.
Because payments are the same each period, salary is easy to administer and
dollars of direct selling expenses remain fixed regardless of volume. Before each
month begins, you know the exact amount required for your salespeople`s
compensation.
A commission provides an immediate reward for successful performance. If
sales increase, your people make more money; if sales decrease, they make less.
Commission emphasizes the importance of writing orders and writing. Increased
sales often require the salesperson to perform many tasks besides writing orders,
including prospecting for new account, setting up display fixtures, counting
stock, calibrating equipment, training, programming, or solving a data entry
problem. Commission provides the sales force with an incentive to work hard
and earn a great deal of money. Only time, energy, and territory restraints limit
the salesperson`s compensation.
BONUSES
Bonuses represent an excellent means of using performance pay to reward
positive action and superior results. Many firms defer bonuses to year-end
because the bonus is paid on cumulative results. Some firms defer bonuses to the
next year to help with tax planning and lower turnover. Often a bonus provides
an extra, deferred reward for some form of outstanding performance over and
above the forecast or goal. Often bonuses increase as salespeople exceed goals.
Hewitt Association LLC surveyed 120 Fortune 1000 firms, of which two-third
used quota-based bonuses. Of these, 80 percent felt their quota-setting process
was effective, and two-thirds used a top-down quota- setting process relying on
historical data and management projections.
Many salespeople feel quotas used for bonuses do not fairly reflect market
potential or accurate forecasts. Often this results from a lack of reliable data.
Better historical tracking systems and knowledge of buyer behavior is improving
accuracy. To obtain salesperson buy-in, include them in the quota-setting
process.
COMBINATION PLANS
Some combination of salary, commission, and bonus represent the most widely
used from of sales compensation. Because the objectives of compensation plan
usually involve quickly and effectively rewarding a combination of action,
results, and behavior, rather than one simple action, combination prove most
appropriate. Combination plans can be targeted to encourage the specific
behavior, action, and result most beneficial to your sales effort and to eliminate
the disadvantage of straight commission or straight salary.
Combination plans lack the simplicity of straight commission or straight salary
plans, however, and this makes them more difficult for the company to
administer and for the salespeople to understand. A common for too many
activities, rather than emphasizing the most important ones--for example,
paying a bonus for new accounts and new product placement, a commission on
sales increase and gross margin, plus a base salary for retention. Because of their
complexity, combination plans can require more frequent revision than either
straight salary or straight commission.
EXPENSES REIMBURSEMENT
In addition to direct compensation, the sales force is also rewarded through
reimbursed expenses and fringe benefits. Regardless of product or service, any
expenses reimbursement plan should be fair, controllable, fast, simple, easy to
understand and administer, and flexible. Salespeople should have an economic
incentive for controlling their expenses and for using expenses money
productively and efficiently. If no economic incentives exist because expenses
are open-ended, salespersons use them as an additional form of compensation.
Similarly, management cannot ask its salespeople to pay for expenses when this
would lower their total compensation to an unacceptable level.
FRIENGE BENEFITS
As mentioned, in addition to direct compensation, sales forces costs include
reimbursed expenses, which often equal 25 percent of direct compensation, and
fringe benefits, which often equal another 25 percent. Fringe benefits include
mandatory items such as Social security, medicare and unemployment
insurance, plus expected items such as health, life, and disability insurance,
vacations and retirement plans and optional items such as profit sharing, stock
options, education reimbursement, clubs, dental/vision insurance, and moving
expenses. Fringe benefits vary from 15 percent to 40 percent of direct
compensation, and this represents a significant expense item. In established
firms, long-term incentives, such as stock options, are reserved for senior sales
people, national account managers, and sales managers. However, younger
companies often offer stock options to lure sales people away from established
firms.
Channel partners such as distributors, brokers, and independent sales
representatives pay their own fringe benefits. However, if a channel partner
develops over 50 percent of their time to selling your firm`s products/services,
your firm may be liable for their fringe benefits. Discuss this with the firm`s
legal counsel. Responsibility for travel expenses and fringe benefits should be
clearly defined in the channel partner`s contract.
Some employers offer salespeople a choice of fringe benefits and plans. They
can choose reimbursed education expenses up to a certain dollar amount or
dental/vision insurance. Deductibles can be chosen along with co-insurance
amounts on health plans. Employees may be asked to share the cost of certain
fringe benefits with their employer.
Retirement plans, profit sharing, and stock options are deferred fringe benefits,
which increase in value based on years of employment. Such plans help reduce
sales force turnover.
INDIVIDUAL WRITTEN EXPENSE PLANS
Each sales person should receive, sign, and return their annual compensation
plan. This prevents misunderstandings and allows the sales manager and
salesperson to discuss the total annual cost of putting the sales person on the
road. The compensation plan includes specifies on dollars of salary, rates of
commission, and dollars of bonus, as well as details of the expense
reimbursements and fringe benefits. Because plans and fringe benefits change
annually, can be individually customized, and involve combinations of salary,
commission, and bonus, ask salespeople to show their understandings of direct
compensation, reimbursed expenses, and fringe benefits waste time and
demotivates a sales force.
These written individual expense plans allow a sales manager the opportunity to
discuss with his or her salespeople their total cost. Most salespeople perceive
their total cost as their take-home pay. Most sales managers never explain or
fully understand how much more than direct compensation a salesperson costs
the firm.
Questions
1.What do mean by the term sales force compensation?
2.How do you determine the right type of compensation for your sales force?
3.What are fringe benefits? Why sales force need to have fringe benefits?
4.Why sales force is provided with salary and commission?
SALES FORCE TRAINING
Introduction:
In the period we are living in these years it is highly essential to present our
products, specially the new ones in efficient way. Not only show them with in a
scientific way, but to use the right, mainly practical part out of that know-how
to help the customers to say yes to our product. It has been said already many
times, here again in the following Sales Technique-Course the basis is the
backbone of our sales and marketing efforts:
THE FIELD FORCE
The idea is to intertwine the up-to-date Sales Technique Skills and the equally
important interpersonal communication skills. To meet the objective of creating
the ideal combination of both aspects, as many sources as we could find have
been explored. For the good observers this means that they discover the best
parts of professional selling skills and Interpersonal Selling Strategies, Gordon
Sales Relationship ideas and some in company developed selling skills
materials.
Communication ? a human discipline:
Simply ask somebody in the street What do you think is communication? and
you will see hesitating people, trying to create a definition. Rather seldom you
will hear: information exchange, contact absorption or mutual
understanding.
Communication-research is something new in science and it is concentrating on
interpersonal exchange of information and recognizes communication as a basic
social-psychological process.
If you ask for the meaning of communication in our world it will be obvious that
we can hardly pay enough time on understanding one another. Why?
Communication: the main preoccupation in the era of information
For some time now our society has been somewhat exaggeratedly referred to as
a society of information. Not only is there a vast amount of knowledge to be
learned and digested ? new knowledge is constantly flowing in too. And when
everything on others ? and therefore also on communication.
When does communication regularly breakdown in practice? When the level of
information of the person concerned is insufficient, and when, as a result,
prejudices mar the conversation and annoy potential associates.
Communication: compulsory for team-oriented thinking and handling
Whereas in the past, the efficiency of individual professionals was clearly to the
fore, today practically all fields have seen a switch from individual work to
teamwork. Group project work, self help groups, brainstorming, group
competition, teamwork techniques ? these are just a few ideas which show how
much individualistic brainwork has been replaced by teamwork.
True, if a group is poorly put together and badly led, negative factors may
quickly arise such as resentment, striving for dominance, rejection, isolation,
allegations of failings or even dispute. On the other hand, if the group is
compatible with stimulating leadership the result is far greater than the overall
sum of all possible individual contributions ? thanks to collective creativity and
dynamism.
I believe that communication in its optimal form is essential if we are to adopt a
positive approach and get the most out of life.
Thus it should quickly become clear to you how multifaceted the functions of
communication are, and that communication is a demanded mental discipline
which must, of course, be based on a solid human foundation.
Pre-call Activities:
Purpose:
To have skill and confidence in:
Preparing yourself for the target customer(s).
Preparing the right offer, proposal and competitive information for any
target customer.
Being able to overview your presentation goal(s).
Key Points:
Discover and be aware of who is who (customers).
Try to get as clear as possible a picture of customers` wishes, needs and
buying motives.
How to make my offer and the use of supportive materials.
What I want to achieve per call.
Look back, but above all create presentation goals based on what you
think is manageable with each customer in the future.
Background Reading:
Before you go out to practice all the skills you will learn in the next days, it is of
high importance to prepare yourself as intensive as you can on each call you
make.
Prepare before the visit yes... but on what and how?
Who is he?
Name of the customer
Position, responsibilities (opinion leader; group; committees)
Professional knowledge, prejudices (hobbies, original or generic)
Mentality, characteristics
Needs
(a) Personal
(b) Of the company
(c) Of you
What does he want?
Attitude to the offer
Resistance
Objections
Main buying motive(s)
Decision process
What can I offer?
Offer, proposals, solutions
Competitive information
Other services
How should I make my offer?
Arguments in favour of buying (what, which ones?)
Documentations (conclusive evidence)
Sales aids
Special pointers
What are my aims?
Aims of my visit ? to sell, decide, influence, inform
Structure of the aims ? main aim, alternative aim, second aim
Coordination with previous or subsequent visits
What must I do now?
My preparations:
Have I studied the indexcard of the customer sufficiently well?
Do I know my customer`s requirements?
Have I all the appropriate material?
Are my sales aims or discussion targets clear?
Have I prepared my opening gambit?
Can I find good arguments to counter the possible objections?
Am I feeling well? Everything in order (dress, hair, car, etc.)
Sales Aids:
Am I informed on all the possibilities I can offer the customer?
Have I brought all (or even a little more than) the documentation
needed?
Am I able to or do I want to make concentrate proposals today?
What are my targets?
Card Index:
Have I entered my own experiences?
Are there any data I do not have yet and which I wish to elicit
systematically today?
Aims of the Visit:
Have I on the basis of point 1-3 established the possible aims?
Are these realistic (too high, too low)?
Can I qualify my aims (previous years` figures!)
Do I realize why I want to achieve this aim?
Presentation Goals:
1. What did I achieve on my last call?
2. What did I suggest to the customer to clarify, undertake or try for
today`s visit?
3. What products does the customer prefer?
4. What problems does the customer have?
5. Which products of competitors does the customer use?
6. What problems do I want to clear up during my visit?
7. What quantities?
8. What do I have to offer? In what quantities?
9. What suggestions will I make? What will be my arguments?
10. What do I hope to achieve today (my goal)?
11. What am I giving the customer?
12. What will I suggest to the customer to undertake, clarify or try
for my next visit?
Key areas of Sales Approach:
Research the customer
Research the product
Research the relationship
Opening the Sales Call Statements:
Introduction:
Generally accepted is the fact, that if you want to be successful in selling ideas,
products or anything else you have to get the attention and/or curiosity of the
customer as soon as possible during your conversation.
It is a matter of seconds, in the beginning, where you immediately have to be
clear and directive towards the reason(s) of your being there. As long as you
don`t reach interest in the customer, you won`t reach any commitment and
restarting during a sales call cost you a lot of energy and can be boring or even
irritating.
The best suggestion is to write down word by word your first one, two, three
sentences to be sure of the catching start. Try it...and change them, as they
don`t seem to have the right effect: Attention, Interest, Open ears and eyes...you
know...you can see a lot of signals.
Opening the Sales call Statements:
Open probes
When quickly needs/opportunities are expected.
Purpose statement
A bridge to position your purpose to get to the point immediately.
General benefit statement
Assumed customer problem/need and a general benefit to answer that need.
Asking for advice or information
To gather information about new procedures, indications, etc.
The Selling-Buying Process and the Gordon Model:
Interest
Need
Solutions
Solutions
Decision
Awakening
Recognition
Search
Evaluation
The Selling Process:
Call
Needs
Needs
Solutions
Closing
Opening
Identification
Satisfaction Negotiation
Planning
Follow-up
The Selling- Buying Process:
Interest
Need
Solutions
Solutions
Decision
Awakening
Recognition
Search
Evaluation
Needs
Needs
Call
Identification
Satisfaction Solutions
Closing
Opening
Negotiation
Planning
Follow-up
Selling
Interactive Listening:
Know how to listen, and you will profit even from those who talk badly.
Plutarch
Purpose:
To recognize when you are listening with full attention and concentration
and when you are not.
To recognize and overcome the common barriers to listening that get I
the way of full attention and concentration.
To listen interactively for understanding by asking questions to build a
clear, accurate and complete picture of the customers needs.
To listen interactively for rapport by giving signals of attention to build
your relationship with the customer.
Key Points:
Building business relationships based on listening-skills.
Creating trust and confidence.
Be aware of three different attention-levels when listening.
It is not always possible to maintain level 1 listening. Different barriers
can cause you drift out.
The best way to handle barriers is twofold: Remove it if you can. Or
listen through it if you can`t. Self-discipline is of vital importance, too.
Questions
1.What are sales force training?
2.why sales force should undergo training?
3.What are the advantages and disadvantages of sales force training?
4.What are the different types of training imparted to the sales force?
5.How do we evaluate the success of sales force training?
METHODS OF MOTIVATION
In additions to the remuneration, certain types of encouragement are needed. A
few of them are
1) Sales contest:
By sales contest, free mean a competition among the salesman, by
maximizing their effort to boost up the sales, to earn the name of
superior salesman. The aim of the contest is to increase the sales, to
develop a team sprit, boosting the morale, encouraging to work hard, fast
moving or slow moving items, to over come the depression period etc.
The successful salesman at the contest bags the prize-case, incentive,
merit certificate or free travel etc.
2) Convention and meetings:
This is a group motivation. All employees meet at a place. Everyone
meets and contacts fellow workers. Exchange of ideas and opinion take
place. Salesman have a close touch with the fellow workers and
executives. Problems are solved and new policies are developed.
3) Recognition and honour:
Recognition and honour- title such as, Superman for the year``, medal
or trophy, congratulatory greeting, appreciation letter etc., Greatly
encourage the salesman to do more hardwork. These recognition and
honours satisifiy a salesman greatly.
4) Personal meet:
The performance of the salesman can be known from their reports.
Further, to have more effect on the sales, salesmen may be facilitated to
meet the sales manager in finding solution to their typical problems. The
sales managers give satisfactory solution to one`s problems or discusses
then to arrive at a satisfactory solution. This type of personal need is a
good encouragement.
5) Promotion:
By considering abilities and experience, as a stimulation policy, the
salesman are promoted to a higher post on a higher salary. There by
status increases, self-respect increases, remuneration increases; and
naturally, it is the best motivation of salesmen. Further promotion is
aimed at through further and more hard work.
6) Personal Communication:
It is always good for the sales manager to write personal letter to the
salesman, solving the problem of the salesman, who is performing is
work. The two-way flow of ideas, facts, opinions, feelings is good in
shaping a goodwill and developing a high moral apart from confident
and co-operation.
7) Freedom:
In performing his job, he should not be control at a high degree. It is
necessary that salesman be given a reasonable degree of freedom in
doing his assign job. The salesman should be permitted to do his job in
his own pattern. Frequent calling fro reports should be avoided. Such
things created a good stimulus and generated a feelings that the salesman
job is important in the firm. When sales manager gives more
responsibility to the salesman, the better is the result.
8) Timely Information:
Whenever a new product is introduced, a policy is change, a technique is
adopted etc., The salesman must be informed, so that he can possess that
latest news of his concern, which is a matter of pride for him. Some of
the big firm, publish magazines, and bulletins which are meant for sales
personnel`s and contain all the informations. When the salesman is kept
informed of all the changes-changes in products, policies, colour, prices,
promotion, quality, guarantee sales-after-services etc., He can act as a
latest salesman.
Training Methods
For imparting training to the salesmen, different methods are being used.
Broadly, these methods may be divided into two:
1.Group Training
(a) Lecture Method : An expert or a lecture speaks to trainee-salesmen
about the various aspects of selling. It consists of oral talk in a
classroom. This system is widely used. The trainees listen to the
lectures. The instructor invites questions and answer from them. To
make the lecture more interesting, visual aids, demonstration, suitable
examples have been added. This system is more economical, and is the
easiest and quickest in imparting theoretical training to a group of
salesmen. But it is difficult to evaluate the effectiveness of lecture
method. This method can be used more effectively in continuing sales
training programme to provide new information or changes in the
policies of the firm. This may include seminars demonstrations etc., by
expert salesmen.
(b) Audio-visual Method : In order to supplement the lecturing (telling)
method, training programmes include the use of visual aids, such as
films, slide postures etc., and are capable of making them more
interesting.
(c) Discussion Method : This is a good method. Here an actual case or an
imaginary case is given as a problem to be solved, to the different
groups. The case or the problem may typed or printed. Each group is
asked to understand the problem and draw a conclusion. After this, the
different conclusion or suggestions are analyzed collectively, under the
leadership of the instructor, in drawing generalization from each case or
problem. This type of training enables the salesmen in correcting their
own views. It is suitable for a small group. It is slow and costly.
(d) Conference Method : Sales conferences and sales meeting are get
together of concerned staff, either weekly, fortnightly or monthly. The
thought of various persons are pooled in the conference. Meetings or
conferences have motivating effect as the participants are given chances
fot creative thinking and to express their views. To make the conference
more interesting, dramas, demonstrations etc., are included. Topics like,
sales policies, facing competition, publicity ideas, dealing with
complaints etc., dealt with. And these will facilitate the participants in
broadening their outlook and ideas. But this type of meeting or
conferences is not suitable for new recruits.
(e) Role Playing Method : Role playing is a newly developed method. The
sales trainees are made to act out roles in contrived problems. The
trainer explains the situation of the problem and assigns the role of
salesmen and customers of different character to the sales trainees. Each
one act to assigned role. The trainer watches the role played each and
discuss their weakness and strong points. A few may be selected to act
the play, while others may watch it. Thus, salesman have chance to see
and understand the idea in different situations. It is not suitable for new
recruits.
(f) Panel Method : Members in the panel group may permanent. The
members who are expert in the panel, discuss the problem, and solution
are passed to the sales trainee groups, who may have further discussion.
This system is ineffective.
(g) Round Table Method : It is similar to the discussion method. It
consists of few members. The salesmen sit around a table along with a
good discussion leader. They deal with the problem of actual cases.
Every participant t6ake part freely in discussing the problems and
solutions. Exchanges of new ideas take place advantageously.
(h) Brain Storming Method : Under this method more or less, similar
to round table conference, persons sit around the table. The leader
tables the problems for discussion. The sales trainees have to
understand the problems and find the solution. The solutions are
analyse by the leader or tested by the panel of experts. This method
practically fetches no value.2.Individual training
a) On-the-job Training :
Under this method, a new salesman is placed under an
experience or senior salesman who trains him. First the
coach explains the sales techniques under different situation.
He also take the trainee along with him on his rounds and
gives him chance to observe the dealing with the customers.
Doubt of the trainee are also clarified . Than the coach along
with the trainee calls on customers: the sales trainee is
allowed to deal with the customer and coach observed the
performance. If any weak point or short-coming is form in
the sales trainee, they discuss how to overcome them. After
some time ,the sales trainee becomes a trained and
independent salesman. This system is good for traveling
salesman.
b) Sales manual:
It is compiled text book it contains details of the firm and
product, job description sales policy, opinions or reports
required for reference. Purposes etc. Generally, it contains
many problems it suggestive solutions. A copy of the book is
given to salesman to go through it and understand the ideas.
It works as a ready-reckoner.
c) Intial or Break-In training:
New recruits are given an orientation training so as to know
about the company and its product he may be allowed to
work for some time in the firm itself to gain sufficient
information about the products. After that he is send to work
in his field.
UNIT-III
LESSON-3.1
Physical Distribution
In this lesson
The Concepts about the following will be discussed:
Physical Distribution- meaning
Physical distribution : Comparison between Distribution Management, and
Logistics & Supply Chain Management
Main functions of physical distribution
The forces that affect physical distribution
Systems approach to physical distribution
INTRODUCTION
Marketing involves a complex series of relationships and interactions among the
different divisions of an organization. Distribution shows us how this entire
process can be managed so as to increase the efficiency of the organization. It is
a manufacturer's relationship with his suppliers that determine the field in which
he has a competitive edge, over his rivals, and the benefits customer can reap
from his company.
Distribution covers a range of operations and activities depending on this
relationship. It not only involves the co-ordination of supply to the final
consumers, but also movement of a product within and outside the organization.
In other words, the term distribution encompasses all movements of the product.
It has been defined by Mossman and Norton (1965) as, the operation which
creates time, place and form utility through the movement of goods and persons
from one place to another.
This can be summarized as
Distribution Management = Physical Distribution + Distribution Channel
It is only in the last 20 years or so that the concept of physical distribution has
emerged and developed into a separate, recognizable management function.
Like many other new business concepts, physical distribution also originated in
US. It is founded on a practical fundamental principle, i.e. the cost of storage
and movement are closely interrelated and by dealing with them as a single
unified activity, can we achieve or realize the true potential of each. In a crux it
can be said that physical distribution aims at seven R's-the Right product, in
Right quantity, in Right condition, at the Right time and Right place, for the
Right customer at the Right cost.
Different Authors Definitions
Distribution is a word, which is used in different ways, in different contexts.
When it is used to refer to the whole process of selling and moving goods to
customers, it can be taken to refer to storage (warehousing) and movement of
goods from the point of value addition to that of delivery to the ultimate
consumer.
Let us look at some technical definitions of the term.
Charles A. Taff (1978) defines physical distribution as management of
movement, inventory control, protection and storage of raw materials and
processed or finished goods to and from the production line.
While the American Management Association (1960) defines physical
distribution as "Moving of finished products from one end of a production line
to customers",
Concept of Physical distribution is a broad range of activities concerned with
efficient movement of finished goods products from the end of the production
line to the consumer and in some cases includes movement of raw material from
the source of supply to the beginning of the production line.
These activities include: Freight transportation, Warehousing, Material
handling, Protective packaging,Inventory control, Plant and warehouse site
selection, Order processing, Market forecasting and Customer service.
Thus it establishes that physical distribution is concerned with the physical
movement of goods from the producer to the consumer.
In most business firms whether they are retail, wholesale or manufacturing unit,
distribution figures as a major functional area. Business involves cost only until
the product is in the hands of the consumer. To accomplish this transfer, two
kinds of movement occur: The movement of goods to people, and the movement
of people to goods. Moreover the product may pass through many hands and be
stored for short or long periods before being delivered to the consumer. Thus,
the structural elements of physical distribution system are
? Transportation ? Storage ? Material handling ?Information processing
Few management concepts have excited more interest, over the last decade, than
physical distribution management. Some authors describe physical distribution
as the broad range of activities within a company, concerned with efficient
movement of goods and raw materials both inwards to the point of manufacture,
and outwards, from the production line to the customer. Others define physical
distribution management as that part of management which is responsible for the
design, administration and operation of system to control the movement of
processed goods only Physical distribution management thus consummates with
the satisfaction of consumers' demand, barring time and place, and storing of
goods and their ultimate transportation so as to fulfill the target customer's needs
Table 1.A Difference between Physical Distribution and Logistics
1.Management of movement, inventory 1. Process of planning, implementing and
control, protection and storage of raw controlling the efficient, cost-effective flow
materials and of processed or finished and storage of raw material, in-process
goods to and from the production line.
inventory, finished goods and related infor-
2.Narrow scope than of logistics.
mation from point of origin to point of
3.Concerned with creation of time and consumption for the purpose of confirming
place utilities.
customer requirements.
4.Deals with outbound activities only.
2. Larger scope.
3. Creates time, place,
form and
possession utilities.
4. Deals with both inbound and outbound
activities.
Logistics also includes receiving and processing orders, releasing goods from
inventory, transporting finished goods to ultimate consumers while trying to
achieve maximum customer satisfaction within the distribution channel. This,
again, makes it sound similar to Supply Chain Management, in short, SCM.
SUPPLY CHAIN MANAGEMENT
Supply chain is the network of organized activities that are co-coordinated, or
in other words, upstream and downstream linkages of different processes and
activities, so as to distribute the products, through channels, ultimately to the
consumers. For example, a shirt manufacturer is a part of a supply chain that
extends upstream through the weavers of fabrics to the manufacturer of fibers
and downstream through distributors and retailers to the final consumers.
SCM is a philosophy of business, based on the idea of partnership.
It believes that if partnership is maintained between a marketing channel and
the entities with the channel, it would increase the efficiency of the channel. A
well-planned logistics system helps an organization achieve
Lower costs
More sales
Prompt delivery
Increased goodwill
Improved customer confidence
Competitive edge
A logistics system should always aim at providing a fast and effective response
to the ever-changing market environment, accompanied by changes in the
inventory levels, product demand, characteristics of supply chain, distribution
channel, technology, competition, government policies and so forth. To ensure
efficient management of these activities, logistics should maintain the balance
of the supply chain.
SCM Entails
Management of flow of goods from supplier to final user;
System-wide co-ordination of product and information flows; and
Development of relationships and integration of all activities that
provide customer value through distribution channel.
TABLE 1.B Difference between Supply Chain Management and Logistics
SCM
2. finished goods and related
information from point of origin
1. Not only seeks to create single plan for
to point of consumption to fulfill
flow of goods and information through
customer requirements.
business, but also aims to achieve linkages
and coordination between process of other
entities in the chain, like suppliers,
customers and so forth.
2. Defined as management of downstream
and upstream relationships to ensure
superior customer satisfaction to the
organization.
Logistics
1.A function which is 100% planning
oriented.
1. Seeks to create a single plan for flow of
product and information through business.
But it is planning oriented.
It is defined as a process of planning,
implementing and controlling the efficient,
cost-effective flow and storage of raw
material, in process inventory,
Need for Physical Distribution
Reasons for management's interest in physical distribution are many. But the
most significant can be listed as follows. Brief Discussion on the needs and
functions of physical distribution.
Management Conflicts
Traditionally, before the physical distribution concept came to realization,
companies allotted sub-functions to all the departments. The hierarchy and their
functions are as follows.
TOP MANAGEMENT
1.Production
2.Marketing And Sales
3.Finance & Control
Production department try to minimize production cost through high outputs at
a constant rate, sending as much as possible out to the depots. Sales department
prefer to have stocks at times of high demands and certainly not to face scarcity
stocks. Finance and control department like to reduce total cost and in the form
of investments in stocks.
Rising costs
The reasons for rise of distribution costs are
1.Wages of transport and warehouse staff has been rising rapidly.
2. Competition has increased drastically in the fast few years.
3.Consumers now a day expect more frequent deliveries from the supplier,
which in turn increases the distribution costs.
4.Moreover, in the recent years trade has become internationalized. This
means goods have to move across greater distances and this increases the
transportation costs.
Cost-reduction Opportunities
Peter Drucker described physical distribution as the "last frontier of cost
reduction". Using skilled management and modern technology for inventory
management, inventory processing and transportation can reduce cost.
Physical Distribution as a tool to Marketing
The concept of marketing management states that customers should be the
core consideration of every activity. The organization should aim at winning
consumer trust and satisfaction. Physical distribution helps marketing
management achieve this objective. It ensures customer satisfaction through
faster delivery of goods in a least damaged form, greater stock availability,
and service in new geographical areas. Also it allows managers to evaluate
distribution channels and their costs efficiently, and thereby enable discount
sales and satisfy consumers.
Customer Service
The technological revolution and increased competition has led to customers
becoming more and more demanding in terms of overall company
performance. As a result, most of the goods are now in the category of
convenience goods. Thus, the manufacturer has to gain a competitive edge
over others on the basis of non-price factors like customer-service.
Customer service has many facets like in time delivery, after sale services,
regular feedback, prompt complaint redressal and so forth. For example, a
customer service standard for the above-mentioned provider of customized
computers might be that 60 percent of all PCS reach the customer within 48
hours of ordering. It might further set a standard of delivering 90 percent of all
of its units within 72 hours, and all 100 percent of its units within 96 hours. A
physical distribution system is then set up to reach this goal at the lowest
possible cost. In today's fast-paced, technologically advanced business
environment, such systems often involve the use of specialized software that
allows the owner to track inventory while simultaneously analyzing all the
routes and transportation modes available to determine the fastest, most cost-
effective way to delivery goods on time.
Time Constraints
One of the most important side effects of increased competition in the
market is related to the time factor. Increased competition has led to shorter
product life cycles, and consequently revolutionary changes in the consumer
attitudes and loyalty concepts.
The decision of an organization for adopting physical distribution system, as a
part of their organizational management is further strengthened by various other
functions performed by physical distribution.
Functions of Physical Distribution
1. Management
2. Warehousing
3. Industrial packing
4. Material handling
5. Transportation
6. Order processing and location analysis
These are explained below
Transportation Management
Transportation is essential in Physical distribution. It deals with both movements
of raw materials to the plant and of semi- finished products or finished product
to the market.
Problems in transportation services can lead to a company retaining the
inventory for several days, more than physical distribution had planned for.
This increases inventory-carrying cost and decreases the number of times
inventory is converted into cash. Thus, efficient transportation planning and
management is a prerequisite function of physical distribution. There are
five basic modes of transport such as rail, air, road, pipeline and
waterways. Brief description of these is given below.
Railroads--long distance shipping
Railroads continue to present an efficient mode for the movement of bulky
commodities over long distances. These commodities include coal, chemicals,
grain, non-metallic minerals, and lumber and wood products.
Air freight--fast but expensive
Because of the relatively high cost of air transport, small businesses typically
use air only for the movement of valuable or highly-perishable products.
However, goods that qualify for this treatment do represent a significant share of
the small business market. Owners can sometimes offset the high cost of air
transportation with reduced inventory-holding costs and the increased business
that may accompany faster customer service.
Trucking--flexible and growing
The shipping method most favored by small business (and many large
enterprises as well) is trucking. Carrying primarily manufactured products (as
opposed to bulk materials), trucks offer fast, frequent, and economic delivery to
more destinations in the country than any other mode. Trucks are particularly
useful for short-distance shipments, and they offer relatively fast, consistent
service for both large and small shipments.
Pipelines--specialized transporters
Pipelines are utilized to efficiently transport natural gas and oil products from
mining sites to refineries and other destinations. In addition, so-called slurry
pipelines transport products such as coal, which is ground to a powder, mixed
with water, and moved as a suspension through the pipes.
Water carriers--slow but inexpensive
There are two basic types of water carriers: inland or barge lines, and
oceangoing deep-water ships. Barge lines are efficient transporters of bulky,
low-unit-value commodities such as grain, gravel, lumber, sand, and steel. Barge
lines typically do not serve small businesses. Oceangoing ships, on the other
hand, operate in the Great Lakes, transporting goods among port cities, and in
international commerce. Sea shipments are an important part of foreign trade,
and thus are of vital importance to small businesses seeking an international
market share.
Intermodal services
Small business owners often take advantage of multi-mode deals offered by
shipping companies. Under these arrangements, business owners can utilize a
given transportation mode in the section of the trip in which it is most cost
efficient, and use other modes for other segments of the transport. Overall costs
are often significantly lower under this arrangement than with single-mode
transport.
Of vital importance to small businesses are transporters specializing in small
shipments. These include bus freight services, United Parcel Service, Federal
Express, DHL International, the United States Postal Service, and others. Since
small businesses can be virtually paralyzed by transportation strikes or other
disruptions in small shipment service, many owners choose to diversify to
include numerous shippers, thus maintaining an established relationship with an
alternate shipper should disruptions occur. Additionally, small businesses often
rely on freight forwarders who act as transportation intermediaries: these firms
consolidate shipments from numerous customers to provide lower rates than are
available without consolidation. Freight forwarding not only provides cost
savings to small businesses, it provides entrepreneurial opportunities for start-up
businesses as well.
While making transportation decisions, physical distribution
Managers must consider
-Cost
-Dependability
-Possibility of loss and damage associated with the mode of transport
Management directs its attention to the areas where the cost of activity is
relatively high. Since transportation expenditure is by far the most
significant component of physical distribution cost, its management is an
important function of physical distribution.
The physical distribution manager thus should have knowledge of
Various modes of transport
Services and routing offered by each mode
Privileges granted by carriers on certain kinds of shipment
Rates charged by various carriers
Negotiation ways of various carriers
The bottlenecks in transportation through various channels.
Inventory Control
Business firms usually believe that if too high an inventory level is
maintained then they would have to bear a very high inventory carrying cost
and also a high risk of obsolesce. On the other hand, if too Iowan inventory
is maintained, then it would result in high restocking and production cost, as
balance between the two extremes need to be achieved. This can be done by
related factors like movement and storage.
This function of physical distribution is called inventory control. It deals
with the determination of optimal producers for procuring stocks of
commodities to meet future demand. The decision concerning when and
how much to order is a matter of balancing various conflict cost functions.
Inventory control aims at minimizing inventory cost, subject to demand and
service constraint.
Inventory control guides a firm on factors such as
1. How much to order?
2. When to order?
3. How to control stock-outs at lowest cost?
Warehousing
1. Warehousing refers to storing products while they wait to be sold.
This function is necessary, as production and consumption
functions rarely match. Organizations use either warehouses or
distribution centers to process their products. The choice is made in
regard to the transportation cost, amount of customer service and
level of inventories. A company, if it chooses to maintain a
warehouse, has to go for either a public or a private warehouse.
Private warehouse offers greater flexibility in design to meet the
storage and handling need. It also provides more control over the
activities carried on in the warehouse. Public warehouse requires
no fixed investment by the firm and offers location flexibility and
ability to increase the warehouse space to cover peak requirements.
Now-a-days manufacturers often opt for distribution centers to
store and distribute goods. A distribution center is a large, highly
automated warehouse, designed to receive goods from various
plants and-supplier.
Industrial Packaging
Packaging cost is a part of the total cost of production. Container
manufacturers, carriers, trade associations and government agencies are
continuously working for improvements in packaging techniques. Physical
distribution department, in order to fulfill this function, has to work in co-
operation with sales and manufacturing department, and deliver the
products in their best quality and condition in the consumer hands. Thus, a
systems approach is required to enable one department to share its
specialized knowledge with the other departments, and in turn, fulfill the
objective of the organization.
Material Handling
Efficient and careful material handling methods in factory and distribution
warehouses can contribute much to customer satisfaction. Proper material
handling helps
1. Decrease the damage;
2. Maintain the quality of storage;
3. Facilitate order processing; and
4. Move right goods at right time to make them available to right
customers.
All the more, material-handling function of physical distribution helps to reduce
the number of staff required for managing inventory and also, the dangers of
obsolescence. This further reduces the maintenance cost.
The need for material handling had always been there at various stages of
production and distribution. The cost of such activities can represent anything
up to 50 per cent of total production cost). Physical distribution aims at reducing
this cost through development material handling techniques. These
developments have been phenomenal in recent years. The improved techniques
are not confined to production only, but have also been carried forward to other
phases, dealing with physical movement of goods. The benefits of these
improvements are therefore, not only reaped by manufacturers but also by
consignee, as he too gets his products in perfect condition and in a shorter time.
Order Processing
Time to complete the activities of the order cycle is at the very heart of customer
service. It has been estimated that the activities associated with order
preparation, transmittal, entry, and filling represent 50 per cent to 70 per cent
order cycle time in many industries. Due to this, activities involved in
processing company's orders are receiving more and more management
attention. As it is closely related to sale and production, order processing should
also be a part of physical distribution department. Effective order processing
should begin with transmission of orders information, continue uninterruptedly
through stock checking, accuracy checking, credit checking, back ordering,
transcripting and billing, to move on to order-filling. Along the way, it should
also have an efficient order status reporting system. With so many departments
involved in processing orders, delay can occur at any stage. It is the
responsibility of physical distribution manager to see that sluggishness does not
occur.
Locational Analysis
With the continuing growth of individual units of economic activity, there is
greater expansion of organization, and new plant locations must be carefully
chosen. Moreover, trend of decentralization of industries have further
increased emphasis upon the site location that best fulfills the needs of the
customers and companies. Physical distribution performs this function after
analyzing aspects like market area, transportation facilities, transportation
rates, and public and private warehouse facilities.
Management of Information Flow
One of the solutions required to solve transportation, warehousing and
packaging problem, is information. By following some rulers of model
building and simulation on the computers, many structural hurdles of the
aforementioned nature can be overcome before practical application is
made. Computers reduce the bulk of information to a more compressed
form, thereby help quickening decision-making process of transportation,
material handling, inventory control, warehousing and the like. This helps in
formulation of strategy and so an important function of physical
distribution.
The Environment of Physical Distribution
The form in which physical distribution is implemented in an organization
should be proportional to the marketing problems faced by the organization.
Market forces (Environment) that affect physical distribution in general are
Demand characteristics
1. Population
2. Income
3. Demand variations
Product characteristics
1. Value of the product
2. Seasonality of the product
3. Product line
? Dynamic environment.
Demand Characteristics
The level of demand in a market determines the intensity /importance/
function of physical distribution department. Demand quantitatively depends
upon the following factors:
1. Population. The individual consuming units are unevenly spread over
regions, states and localities of the country. The level of distribution
facilities in an area is proportional to the density of population in that
area. Large markets offering a large amount of potential customers
influence well-developed distribution facilities. In such markets, fixed
cost may more easily be distributed to each unit sold. Thus, we can state
that physical distribution facilities entail warehouse and branch plant
facilities in a large population area. In smaller markets, recovering fixed
expenses are difficult, so physical distribution facilities will be small.
Direct shipment to customers in these areas may, therefore, be
beneficial.
2. Income. Geographic distribution of income tends to follow population
growth patterns. The more the disposable income of population in an
area, the more will be the demand of a product. Increased demand
means there will be more distribution facilities available in that area.
With increased demand, ultimately, the company can recover fixed cost
of various distribution activities. Income and population are thus two
major determinants of plant and distribution facilities location.
3. Demand variations. Variations in the level of demand are the result of
quantitative elements of population and income being modified by
qualitative influences. These affect the kind of physical distribution
system required for individual industries. The qualitative influences are
gender, education, social status, culture and regional characteristics as
for example, the southern part of India is not likely to show the same
demand for woolen clothes as shown by North India.
Physical distribution system would be similar for these goods in all
regions, states or localities. Contrarily, the widest variations in demand
occur for luxury items, physical distribution system for such items show
diverse patterns. Therefore, better control can be gained over physical
distribution system, if there is a stable demand.
Product Characteristics
The ability of the product to bear physical distribution expenses will
determine the characteristics of physical distribution system.
1.Value of the product.
Value of a product has great significance for the physical distribution
system design. It exerts' influence on inventory levels and transportation
costs. If the value of the product is perceived to be high, then the inventory
cost will be very high and vice versa, for example, in steel industry coal and
iron ore stocks have a low value. Thus, large piles of it are found in the
open in the factory premises. High value whereas, is placed on cameras,
watches and gold items and thus they are stored in secured warehouses
incurring higher inventory carrying costs. At the same time, if the value of
the product is high, then the emphasis will be on premium transportation
with a minimum quantity, and vice versa. In steel industry, train in open
racks transports coal with a lesser focus on security and theft prevention. In
contrast, in gold and diamond industry the raw material are transported by
air in a properly sealed and highly secure environment.
2.Seasonality of production and perishability.
The forms of transport, storage and inventory patterns depend on the
seasonality of production and demand patterns, for example, when there is
a high degree of perishability, products must be shipped to market or
processed immediately. In this case, canneries and processing plants have
to be located near the point of production. Later the canned items are
dispersed to storage points where products are properly assorted for final
disposal to markets. The amount of shipment to the storage units is large,
but small to retail outlets. Distribution system is, therefore, proportional to
the seasonal production patterns. In certain cases where perishability is not
a problem, seasonal products can be stored under natural conditions.
3.Product line.
The personality of product line influences the physical distribution system.
The degree to which products are complimentary in a marketing and
distribution sense, allows greater possibilities in conjoining them into one
physical distribution system. The degree to which they vary indicates each
relatively homogeneous line must be considered independently. Different
personalities possible are:
Single product-oriented product line
Multiple but closely related products
Multiple but separate products
Today's competitive environment, rarely does a company have a single
product-oriented product line. In case a company has multiple but closely
related products, transportation, warehousing and packaging requirements
of the products will be more or less in the same level. But the inventory
costs will, however, be high, since a wide range of products has to be
stored, for example, automotive industry.
Maruti has multiple but closely related product line. It produces cars,
jeeps and vans for sale, and their parts for repairs. The end point of sale of
both is varied. One is through authorized dealer. While the other is sold to
authorized dealers and repair outlets and service stations. Therefore, the
company has to adopt two different physical distribution systems. In
addition, it should consider wide varieties of styles, colours and
accessories that are possible in a car.
To satisfy a customer, manufacturer has two options-either to produce on
order or to anticipate consumer demand. Dealers adopt a sound middle road:
they maintain inventories of certain models, and also produce on order. This
leads to high inventory cost but economical transportation costs, and the
transport rates are not proportional, and in the case of car manufacturing, to the
colour or shape of the vehicle.
When products are multiple and not related to each other, analysis becomes
complex, for example, GE manufactures products ranging from light bulbs to
turbo generators. This means limited opportunities exist for similar distribution
channel.
Dynamic Environment
Dynamic environment refers to the shifts in market values and changes in the
competitive structures in an industry. These shifts influence the population and
income changes in an area, which in turn influence the physical distribution
system.
Thus, it is clear that the market forces described above, affect the shape, size
and nature of physical distribution system adopted by an organization.
The Physical Distribution Concept: A Total System Perspective
The physical distribution concept emerged from a study conducted forty years
ago. The concept can be described as a cost-service integration backed by an
integrated physical distribution network that is aimed at minimizing the total
cost of distribution at a given level of customer service. The main components
of total physical distribution system are:
Total cost perspective
Understanding of relevant trade-offs
The notion of zero sub-optimization
Total system perspective
Total Cost Perspective
Cost of physical distribution means cost of performing various physical
distribution activities, including cost of planning and managing a range of
physical distribution activities, like transportation, distribution of finished
goods, receiving, inspecting and storing goods. In brief,
TDC =Transport cost + Facilities cost + Communications cost + Inventory
cost + Protective packaging cost + Distribution management cost
All the functions are necessary for converting inventories and satisfying
customers. But the performance costs of these functions are high and an effort at
reduction will be a futile attempt. This is where the individual cost control fails
and total cost perspective succeeds. Total cost approach refers to the process of
considering the cost of all the physical distribution elements simultaneously. It
refers to tackling the cost of physical distribution as a whole, while trying to
handle the primary functions of a physical distribution system, thus total cost
perspective is an important component of physical distribution.
Trade-offs
Organizations moved towards total physical distribution concept after the
realization that if the total cost and customer service implications of managing
the distribution function as a complete entity were considered, then profit and
competitive advantages were achievable. Normally, management when posed
with the problem of increasing cost of distribution tries to solve it on the basis
of activity center approach, i.e. by reducing the cost of the center, which is
suffering from cost hike. As a result, the considerations, which impact decision
on cost of other activity centers, are over looked.
Example: Decrease in transportation cost might lead to a proportionate increase
in cost of inventory management system. It is due to these dangers of the piece
meal method that total system approach is being adopted. The advantage of this
is that management is able to identify and exploit the trade-offs in a situation.
Trade-off analysis in physical distribution system is the evaluation of cost of
each system component with the objective of determining the combination of
components that provide a minimum total cost for a specified customer service
level. This means trade-offs occur when management incurs cost in one activity
center as a part of strategy to achieve benefits from another activity center. The
aim is to achieve a net gain. Trade-offs in physical distribution system occur in -
four main categories.
Intra-activity trade-off
Inter-activity trade-off
Inter-functional trade-off
? Inter-organizational trade-off
Intra-activity trade-off. When a trade off occurs within an individual activity of
physical distribution system it is called intraelement trade-off, for example,
decision within transportation modes. Decision to use one's own trucks or of a
transportation company is an intra-activity trade-off. Decisions between
choosing public or private warehousing can be a good example of this trade-off.
Inter-organizational trade-off. This refers to the category of trade-off
between manufacturer and other organization involved in creation of place,
possession and time utilities for the manufacturer, i.e. intermediaries, transport
contractors, shipping and warehouse agents. Manufacturer should be concerned
with the distribution channel members and should try to establish strong
relations with these members.
This is because; if a channel partner were inefficient the customer would
attribute this to the manufacturer. Thus, management should ensure co-
ordination to all the external organizations and capitalize on trade-off
opportunities.
Zero Sub-optimization
This is a term applied to the situation in which one distribution function is
optimized resulting in the impairment of another distribution functions. Say, for
example, trying to minimize inventory costs by maintaining excessively low
inventory levels can lead to stock-outs, lost sales time, increased transportation
and loss of customers. This leads to defacement of organizational efficiency.
Total distribution concept thus minimizing aims at optimization or ideally reach
a zero sub-optimization level.
Total System Perspective (Supply Chain Management)
This is an extension of physical distribution concept and a key for managing
the physical distribution function. It deals with performing trading-offs and
other cost performing functions in the entire marketing channel. The process is
tedious and time-consuming though it helps a company achieve its objectives. It
deals with establishment of channel partnerships and strategic alliances and
streamlines the physical distribution system On the whole, it helps in reducing
inefficiency in the physical distribution system.
EXERCISES
1.
Briefly describe about (a) Physical distribution (b) Supply Chain
Management in an organization?
2.
Explain about main functions of physical distribution in an organization?
3.
Discuss various levels of trade-offs in physical distribution system
4.
Explain in detail, the total physical distribution concept.
4.
What are the external and internal environmental forces, which influence
the physical distribution system in an organization?
UNIT-III
LESSON-3.2
At the end of this chapter, you will be familiar with
Distribution Channels
Role of marketing channels
Various channel functions
Design of efficient channel distribution strategies
and structures
Channels of Distribution
INTRODUCTION
Before the product is ready to be marketed, the management should
determine the ways which will be used to send the product to the market.
This means establishing strategies for product distribution channels and
physical distribution. Distribution channel is the first part of PLACE MIX.
Managing a distribution channel often begins with a producer. Therefore,
we can discuss the problems, opportunities and management of a
distribution channel in this chapter, from a producer's viewpoint.
DISTRIBUTION CHANNELS
Distribution channel comprises a group of people and firms involved in the
transfer of title of ownership (of the product), as the product moves from
producer to ultimate consumer or a buyer. A channel of distribution
includes producer, consumer as well as many middlemen such as retailers
and wholesalers.
American Marketing Association defines distribution channel as:
the structure of intra company organization units and extra company
agents and dealers, wholesalers and retailers, through which a
commodity, product or service is marketed.
In the words of Kotler, channel is a set of independent organizations
involved in the process of making a product or service available for use of
consumption.
Thus, distribution channel in the marketing system seeks to satisfy the
needs and wants of target users and objectives of various parties involved.
A particular channel extends to the point till significant changes are made to
the product form. For example, when wheat is reaped from the farms the
distribution channel is different, but when it is ground into flour, the
product form changes, and thus the channel requirements will also change.
Thus a different type of distribution channel comes into existence.
The channel for wheat will be
Farm Middleman Flour mill
Channel for flour will be
Flour mill Retail outlet Consumer
Other intermediaries that can participate in distribution channel are banks,
insurance companies, storage firms and transportation companies. But as
they do not take the title/ownership of the goods, they are not formally
considered as the distribution channel.
Role of Marketing Channels
The main question that arises is why does a producer hire an intermediately
especially, when it means sharing market control in terms of deciding how
and who the products are sold to in the market.
Channel Functions
Explicitly stated, channel works as a means of moving goods from producers to
consumers. It overcomes time, place and possession gaps and provides goods
and services to people who want them. Main functions performed by the
channels are:
Information Gathering
Information about potential and current customers, their behaviour,
competitors and other forces which affect the business are gathered by channels.
Consumer Motivation
Channels develop and disseminate persuasive communications to motivate
consumers in buying the product. Being in direct touch with the consumers, they
know what turns consumers on and what turns them off.
Bargaining
They reach agreement on price and other terms with the consumer on behalf of
the producer so that transfer of ownership can take place.
Placing Orders
Intermediaries place orders with producers on behalf of consumers, for the
products they need. Later they sell these products to the consumers on terms
acceptable to the producers. Thus they bridge the gap between producers and
consumers, who are at extremes.
Financing
Intermediaries finance inventories at different levels of marketing channels.
They provide funds to the producers by decreasing the time required to convert
inventory to cash.
Risk-bearing
Intermediaries also share risks connected with carrying out channel work,
thereby reducing the burden on the producer.
Inventory Management
Intermediaries also provide successive storage facilities and movement of
physical products to the producers. This enables a producer to redirect their
limited factors of production towards other systems.
Services
Intermediaries offer specialized product services, including repairing service to
the customers on behalf of the producers. The two main categories in which
services are provided by the intermediaries are:
1. Pre-sale services. Channel members reduce the number of contacts a
manufacturer needs to make with the customer before the sale of his
goods. An intermediary can perform many activities for the producers
like pricing, packaging, grading or assembling products to suit the
requirements of final consumers.
2. Post-sale services. Channel members facilitate exchange by
undertaking tasks such as transporting goods to their ultimate
destination and disbursing money to different systems in the
organization. Also, intermediaries provide after sale services and
installation to the consumer on behalf of the producers.
Sales Channel
It is used to perform motivational, informational, bargaing and finance
functions.
Delivery Channel
It is the transfer of Physical products i.e possession of the product
Service Channel
This Channel performs after sales services. This concept is best explained by
the example of an E-brand ( amazon.com) . Amazon uses telephone and internet
as sales channels, express mail services as delivery channel and local offices as
service channel
CHANNEL STRUCTURE
Channel structure consists of a number of outlets that may be adopted in
moving goods from manufacturer to customers. It can be illustrated as in
Figure.
Channel Structure
Direct Indirect Vertical
Horizontal
Multi-channel
Marketing system
Each of these can be analyzed in the following sections.
Direct / Indirect Distribution Channel
A company may undertake to distribute its goods to customers or retailers
without involving any intermediaries. This is referred to as a Direct channel
which constitutes the shortest channel in distribution process.
Manufacturers, in this case, do not rely on intermediaries. They directly
reach their customers to sell their products. Examples of this sort are
catalogue, direct mail, Avon, Tupperware, B2B.
Manufacturers Consumers
Avon, Amazon.com, New pig, Amway and Service Master are some of the
B2B exchanges which indulge in direct distribution (DDC).
Alternatively, goods may pass through one or more intermediaries such as
wholesalers or agents. This is an indirect distribution channel (IDC). Most
of the FMCG manufacturers have indirect distribution channel. There may
be many large department or discount stores, to transact goods from
manufacturer to customer.
Manufacturer Retailer Customer
Sometimes, there may be small retailers who rely on wholesaler for bulk
amount of goods, to be sold to consumers requiring smaller quantities at
retail outlets. Here, the channel constitutes.
Manufacturer Wholesaler Retailer Customer
For some goods like the farm products, the channel is like,
Manufacturer Agent Wholesaler Retailer Customer
where the agent mediates between the farmer and the wholesaler. Direct and
indirect distribution channels can be as in the following figure.
Direct
Indirect
Manufacturer
Manufacturer
Consumer
Intermediary
Consumer
Structure of Direct and Indirect Distribution Channels.
Distribution channels do not remain standstill. In the dynamic environment
of today, new wholesaling and retailing outlets emerge and thus new channel
systems evolve. Some of such new channel structures are discussed here.
Vertical Marketing Systems
One of the most significant recent developments is the rise of Vertical
Marketing Systems (VMS). In conventional channels which comprises of
direct/indirect distribution methods, none of the channel members has
complete or substantial control over other members. In other words,
independence of the channel members was more important in these
channels.
A VMS, on the other hand, includes various parties, like wholesalers,
producers and retailers, acting as a unified system. It is a tightly
coordinated distribution channel designed specifically to improve operating
efficiency and marketing effectiveness. In VMS, there is nothing as one
marketing function gaining more importance over the other. Instead, each
function is performed, at its best, in unity.
VMS arose as a result of one stronger channel member attempting to
overpower other weaker members in order to avoid conflicts that arise
when the channel members pursue individual goals. Kotler points out that,
VMS has become a dominant distribution channel in the US, serving 70 to
80 per cent of total market. There are three types of VMS.
Vertical Marketing Systems
Corporate
Administrator Contractual
FIGURE Types of Vertical Marketing Systems.
1.Corporate vertical marketing systems. A firm at one level of channel,
owns firm at the next level or subsequent levels or it may own an entire
channel. VMS here, combines successive stages of production and
distribution under single ownership. Vertical integration of operations
gives higher degree of control to the manufacturer. Goodyear and Sherwin
Williams own retail outlets. Similarly, certain manufacturers of food items
have their own raw material supplying firms.
Corporate VMS Bata total control Due to Company ownership
Example of Corporate VMS.
2. Administered vertical marketing systems. This channel coordinates
distribution activities through market and gain economic power from one
channel member or from the shared power of two channel members, i.e.
the co-ordination is through the size and power of one of the members.
Manufacturers of a dominant brand will be able to secure strong trade co-
operation and support from the sellers.
Administered VMS GE Some control Due to Economic Power and
Leadership
3. Contractual Vertical Marketing Systems : Under this system, independent
producers, wholesalers and retailers operate on contractual basis specifying how
they will try to improve effectiveness and efficiency of their distribution.
Contractual EMS McDonald's Strong Control Due to Contractual
Relationship
Example of Contractual VMS
Contractual VMS are further of three types as shown in the figure below.
Contractual VMS
Wholesalers sponsored
Retailer
Franchise
Voluntary chains
Co-operatives
Organisation
Manufacturer
Manufacturer
Service-
firm-
Sponsored retailer
Sponsored wholesaler
Sponsored
Franchise
franchise
retailer
franchise
(a) Wholesalers sponsored voluntary chains: Wholesalers organize voluntary
chains of independent retailers to help them compete with large organizations.
This organization helps them compete with large companies on the basis of
economies which arise as a result of standardization of selling practices and
buying economies.
(b) Retailer Co-operatives: Retailer takes initiative and organize a new
business entity to carry on business.
(c) Franchise organization. In this, a member called a franchisee links
himself to one of the stages in production distribution process, for
example, Dominos Pizza. Franchise organization can further be divided
into three categories:
(i) Manufacturer sponsored retailer franchise. For example, Ford and
Chrysler which license dealers to sell its cars.
(ii) Manufacturer sponsored wholesaler franchise. For example Coke and
Pepsi license bottlers in various markets who buy its syrup concentrate and
then carbonate, bottle and sell it to retailers in local markets.
(iii) Service firm sponsored retailer franchise. In this, service firm organizes
a whole system for bringing its service efficiently to consumers. For
example, McDonald's, Burger King and Pizza Hut.
Horizontal Marketing Systems (HMS)
In this channel two or more unrelated companies join together, so as to have
pooled resources to exploit an emerging marketing opportunity. This system
takes place when a company lacks capital and the know how of production
and/or marketing resources and is afraid of taking risks or venturing out
alone. A good example is departmental stores/ hotels having arrangements
with local banks to offer in-store banking. Bath and Body Works (a range of
personal care products launched by Victoria's Secret) are distributed by
Open Secrets and Life Style Pvt. Ltd. (a 50: 50 Joint venture of ITL group and
Danabhai Jewellers) says a report in A&M: The companies might work
together on a temporary or permanent basis or create a joint venture
company.
Horizontal Marketing Systems Canadian AA some control due to
Alliances
FIGURE Example of Horizontal Marketing Systems.
Multi-channel Marketing Systems (MMS)
In the past, many companies sold to a market through a single distribution
channel. Today's more and more companies have started adopting multi-
channel marketing system. Multi-channel marketing occurs when a
company uses different channels to reach same/different market segments.
This is done to ensure availability of right product at the right time, to the
right consumer. Multi-channel is used when,
1. A same product is sold to different markets, for example, computers
to business and consumer markets.
2. Unrelated products are sold within a single market, when
(a) size of buyers varies greatly, for example, hotels sell packages directly
to travel department of large MNC's but use travel agents to reach small
business and consumers.
(b) geographic concentration varies across different parts of the market, for
example, a company may use direct channel to sell product in a
concentrated market area while indirect distribution channel, to cater to a
sparsely populated area.
Multi-channel system is thus nothing but a channel, which is adopted and
changed according to the characteristics of the consumers to ensure
maximum satisfaction to the customers. Though these are main types of
distribution channel, advances in information technology have opened up
the virtual world, where the distribution channels are completely different.
This needs to be considered.
The Internet
Electronic markets allow consumers to directly access manufacturers. As a
result, distribution channels are undergoing rapid change. Days are long
gone when large orders of high-value products 'slept' in a warehouse. In the
context of Web or www, the meaning of disintermediation is extended to
indicate the extinct of 'middleman', and he evolution of a more perfect
commercial world where customers deal directly with providers, weeding
out cost disparities and inefficiency. All the more, consumers have started
appreciating the convenience and the cost savings associated with direct
sales. Two business models of electronic marketing needs an
understanding.
1. Business-to-Business (B2B). Businesses are finding that the
Internet helps in cost savings and is more convenient for
customers. Several of these electronic B2B merchants are well
Cisco Systems known for their Internet operations. Cisco Systems
Inc. gets Just under 60 per cent of its revenue from its Web site-
about 1,000 orders and more than $11 million sales in a day.
DELL Computer Corp. and Compaq Computer Corp. Many
corporate buyers can earn a payback on their investments in under
a year. The procedures for filling out requisitions, sending forms
and logging information into the ledger can be automated, saving
business postage, labour and processing costs. Some companies
have noted substantial cost savings from their online efforts. The
sources of these savings include automation of inventory,
customer-service, product distribution, supply-chain and order-
fulfillment functions. Automation is particularly valuable when
suppliers have a broad array of products with fluctuating inventory
levels and prices.
Business customers appreciate convenience and self-service, and typically
know what products they want ahead of time. Many prefer using the low-
costing Internet to check whether products are in stock 24 hours a day,
seven days a week. This ease of use is why the Web has quickly attracted
more interest than electronic data interchange (EDI). EDI, a software
system for reliably exchanging information, traditionally required
employing a private network and learning difficult software. Until recently
it was the primary way businesses conducted electronic commerce, but the
high cost of implementation has kept many small businesses from
installing it.
2. Business-to-Consumer (B2C). Shopping is one of the most popular
activities on the Internet, and the number of people who shop and
buy products on the Internet is growing. For example, L.L. Bean,
the world's largest catalogue retailer of outdoor specialty products
is able to reach new customers who have never purchased from
them before. It 'discovered' them on the Internet. FedEx has
launched FedEx Ship, its electronic network that allows businesses
to print mailing labels and arrange for shipment of orders. FedEx
has a service to help companies set up Web sites with online
catalogues on FedEx's Internet server. The system allows clients to
process orders and arrange for shipment, with FedEx as the default
shipper.
Thus it can be highlighted that if the characteristics of the customers are
same then the distribution channel of two companies should be same.
Distribution Channel Design Strategies and Structures
Sometimes, firms in similar business have different kinds of distribution
channels. This is so, because a company wants distribution channel to
achieve maximum customer satisfaction and acquire a competitive edge. An
efficient distribution channel can be planned on the basis of four steps given
as follows:
1. Specifying the role of distribution channel. Channel strategy has to
be proportional to a company's marketing objectives, its mission
statement, and roles assigned to the rest of the marketing mix. A
company must decide whether distribution will be used defensively
or offensively. Under a defensive approach, a firm will strive for a
distribution that is as good as a competitor but not necessarily
better than the competitor. But in an offensive strategy a
manufacturer will try to gain advantage over the competitor by
having a more efficient channel.
2. Selecting the type of channel. Once role of distribution is agreed,
the next step involves determining the most suitable type of
channel for the companies. Companies need to decide if it wants to
use middlemen or not. The choice is between a direct distribution
channel or an indirect distribution channel.
(a) Listing the factors that could potentially influence the direct / indirect
decision.
(b) Picking out the factors that will have the best impact on the channel
design decision for example, market concentration, customer service level,
asset specificity and availability of working capital.
(c) Deciding on how each factor is related to the efficiency of a distribution
channel for example, market concentration refers to size as well as
geographic dispersion of customers. More concentration means direct
distribution channel, as it incurs low cost of serving the market. Low
concentration means indirect distribution channel. Again customer service
level includes three sub-factors like (i) delivery time (ii) lot size, and (iii)
product availability. The more the customer service is required by the
market, less desirable is the direct distribution channel. Similarly, the more
certain the environment, the greater the asset specificity required. Thus,
more` is the preference for direct distribution channel. The higher the
availability of working capital, the more likely is the direct distribution
channel.
3. Determining intensity of distribution. The next decision relates to
intensity of distribution, or in other words, the number of
middlemen used at the wholesale and retail levels in a particular
territory. The target market`s behaviour and the product capture
have direct bearing on this decision. There are three main degrees
of intensity possible.
LEVEL OF INTENSITIES
Intensive
Selective
Exclusive
Distribution through
Distribution through Distribution
through
Every reasonable
multiple, but not all a single
wholesaling
Outlet in the market
outlets in the market middlemen or
retailer
in the market
(a) Intensive distribution : Under this distribution, a producer sells
his product through every available outlet in the market. If the
nature of the product is a convenience product, then intensive
distribution is preferable. For example, Colgate sells its dental
hygiene products in supermarkets, drug stores and other retail
outlets.
(b) Selective distribution: Producer sells his products through
multiple retailer and wholesalers. The intensity of sale from this
distribution lies midway between exclusive and intensive
distribution.
(c) Exclusive distribution: Supplier agrees to sell his products only
to a single wholesaling middleman and / or retailer in a given
market. At the wholesale level such an arrangement is termed as
distributorship and at retail level, it is called dealership.
3.Choosing specific channel members. It a manufacturer has decided to
sell a music product through IDC, then he can choose between two channel
members ? departmental or speciality stores. The manufacturer has to
choose between departmental stores like Ebony, Wal-Mart, Kay-Mart and
so on, or speciality stores like Planet M or Music World. The selection of
specifics depends upon the market, the product, the company and the
middlemen. This process helps in designing an efficient distribution
channel, increasing co-ordination between various components of marketing
mix.
FACTORS EFFECTING CHOICE OF DISTRIBUTION CHANNELS
Choice of distribution channels is effected by consumer`s buying patterns.
The nature of the market therefore should be a key factor in management`s
choice of channels. Other considerations are the product the middlemen and
the company itself.
Market Considerations
A logical starting point is to consider the target market ? its ? needs,
structure and buying behaviour in the following orders.
1. Type of market. : The characteristics of ultimate consumer is different
from business users, and thus different distribution channels are used to
reach different type of markets. For example, Heweltt Packard may
approach institutional users directly while consumer, through IDC.
2. Number of potential customers. A manufacturer with 1m potential
may use its own sales force to sell directly to ultimate consumers.
Boeing uses this approach, (Kotler) while Reebol relies on numerous
middlemen to market its footwear (Stanton)
3. Geographic concentration of the market. When most of, firm's
prospective customers are concentrated in a few geographic areas, direct
sales is practical, and vice versa.
4. Order size. When either the size or total volume of a business is large,
direct distribution is economical. Thus a food-product manufacturer
would sell directly to large grocery stores.
Product Considerations
There are numerous product related factors effecting the choice of a
distribution channel. Following listed are the most important ones:
1. Unit value. The price attached to each unit of product affects the
amount of funds available for distribution. For instance, a company
can employ its own staff to sell a product that costs Rs.10,00,000,
but it would be illogical to sell directly a ball pen worth just Rs.5
to the consumer, on unit basis. However, if the order size is large,
then even in this case, the DC is feasible.
2. Perishability. Some products have a very short shelf life and so
have to be sold through short distribution channels.
3. Technical nature of the product. A business product that is
highly technical is often distributed directly. In such cases, the
manufacturer's sale force must provide considerable pre- and post-
sale services for example, Sony has become prominent in the
market for low priced CD players. This is due to its development of
pre-packaged players that could be sold through mass retailers.
This reduce the burden of after sale services on the sales force, as
sales clerks with low degree of technical know-how could also
handle the customers.
Middlemen Considerations
Why should we consider the need to have a middlemen? The reasons may
be the following:
1. Services provided by middlemen. Each producer should select
middlemen offering those marketing services which the producer
either is unable to provide or cannot economically perform. For
instance, a firm wanting to enter Indian market, commonly utilizes
industrial distributors because they furnish needed capabilities such
as market coverage, sales contacts and storage of inventories.
2. Availability of desired middlemen. The middlemen preferred by a
producer may not be available. They may be involved in competing
products, and as a result, not want to add another line.
3. Attitude of middlemen towards producer's policies. When
middlemen are unwilling to join a channel because they consider a
manufacturers policies to be unacceptable, the manufacturer has a
fewer channel options.
Company Considerations
Before choosing a distribution channel of a product, a company should also
consider its own situation, i.e. conduct a SWOT analysis of its resources.
1. Desire or channel control. Some producers establish direct
channels because they want to control their products distribution,
even though a direct channel may be more costly than an indirect
channel. By controlling the channel, producers can achieve more
aggressive promotion and full use of the marketing mix. IBM
experimented with mail-order sales of its personal computers so as
to improve customer satisfaction.
2. Services provided by seller. Some producers make decisions about
their channels based on the distribution function desired by
middlemen. For example, a producer with high profiled advertising
campaign will go for IDC, as retailers, satisfied with the services of
the manufacturers, would be ready to stock product. Examples of
this kind are Pepsi and Coke.
3. Ability of management. Marketing experience and
managerial capabilities of a producer influence decisions about
which channel to use. Many companies lacking marketing know-
how, turn the distribution job over to the middlemen.
4. Financial resources. A business with adequate finances can
establish its own sales force, grant credit to its customers and / or
warehouse its own products, while a financially weak firm uses
middlemen for the same purpose.
EXERCISE
1. What are channels of distribution?
2. What factor effect choice of channel
3. Compare the traditional distribution channels with Internet channels.
4. What are competitive advantages of exclusive distribution?
5. What advice regarding distribution channel would you give to an
American company that makes agricultural equipment and desires to
distribute the product line in the Indian rural market?
6. Design a marketing channel for the following goods:
(a) Processed food (b) A refrigerator (c) Fork lift truck.
UNIT ? III
LESSON 3.3
Channel Management
This chapter will address the following
1) Functions of intermediaries
2) Types of intermediaries
3) Variables to be considered for selecting channel members
FUNCTIONS OF INTERMEDIARIES
The overhead costs can be reduced by reducing the number of transactions
(exchanges). Marketing intermediaries increase efficient availability of
products in target markets in a lesser number of transactions. Moreover,
intermediaries offer the manufacturer, benefits of larger and more efficient
customer service through contacts, experience, specialization, and scale of
operation. Intermediaries smoothen the flow of products from sellers to
buyers, by performing key functions such as informing, promoting and
physical possession (including negotiation, title, payment risk taking and
financing). A producer will use an intermediary when he believe that the
intermediary can perform the function(s) more economically and efficiently
than it can, as sharing of selling function with the intermediaries also means
loss of control. This loss of control can be in terms of how and to whom the
products can be sold in the market.
The main functions of intermediaries are as follows:
1. Information is concerned with gathering and distributing
marketing research and intelligence about the environment
for planning purposes. This information is best provided by
the intermediaries as they are the people who deal with the
customers regularly and understand the customers` attitude
and motivations better than the manufacturer. And it is this
pulse of the customer that needs to be felt by a company, for
its strategy formulation.
2. Promotion involves developing and spreading persuasive
communications about an offer. The intermediaries being
close to the customer know best as to the strategy which
will be best suited for motivating the customers. It is these
people who can tell best if the company should adopt push
promotional strategies or pull strategies at a given time in
the market. They can also provide valuable information
concerning the possible contents of the promotion mix.
3. Physical possession relates to transporting and storing of
products. The intermediaries also play an important role in
creating possession and place utilities. They help in value
addition of a product by helping and motivating customers
understand the utility of the product. This activity also
involves negotiations on price and other terms. The title is
the actual transfer of ownership from one organization or
person to another. The payment involves buyer paying their
bills. The risk-taking function assumes the risk of carrying
the product and receiving payment.
4. Financing involves acquiring and using funds to cover
costs. Without an intermediary, each buyer has to negotiate
and exchange with each seller. Intermediaries reduce the
number of contacts necessary to complete a transaction. For
example, if eight customers want to buy a product from
three different manufacturers, they will have to make a total
of 24 transactions. However, with an intermediary, the total
number of transactions is reduced to eleven. Thus, the use
of intermediaries is extremely efficient for the consumer
and the manufacturer. In other words, intermediaries help
decrease the inventory conversion period.
5. Retail is concerned with retail selling of products. Most
manufacturers produce a single line of products (narrow
astroment) and sell them in large quantities. Intermediaries
reduce this quantity discrepancy by matching supply with
demand. They buy in large quantities and sell in smaller
quantities. They help to smoothen the distribution path for
goods by creating utility, performing marketing functions,
and cutting costs. Producers do not have to deal directly
with a larger number of end-users. Instead, marketing
intermediaries handle the tasks involves.
6. Consumers need an assortment of products, and
intermediaries resolve this assortment discrepancy by
gathering products from several manufactures to offer a
broad assortment to consumers. This we call assortment
function. By representing numerous producers, marketing
intermediaries cut the costs of buying and selling. Because
they can consolidate orders, they may also be able to
negotiate better prices than individual consumers could.
TYPES OF INTERMEDIARIES
Merchant Wholesaler
A wholesaler or distributor is an independent commercial establishment that
purchases products from various manufacturers for stock and offers
complete assortments of special merchandise for resale to the retail store. A
merchant wholesaler provides the widest variety of marketing functions an
services. They are independently owned, and take title to merchandise.
Merchant wholesalers can be further divided into full service wholesalers
and limited service wholesalers.
Full service wholesalers provide a full set of services (buy, sell, transport,
store, standardize, finance, bear risk, gather market information, and
research). This type of wholesalers can be further categorized as follows :
1. Wholesale merchants. This type of wholesalers provide full
range of services and products to the retailers. These are further
divided into categories based on the product lines carried by them.
If a wholesaler carries only a selective or targeted range of products
within several merchandise lines he is called as the general
merchandise wholesaler. If a wholesaler carries extensive
assortment of products in one or multiple product line then he is
called as the general line wholesaler, for example wholesalers who
sell pharmaceuticals, over-the counter drugs and toiletries to small,
independently owned drug stores. If a wholesaler carries all
products of a single line, then he is called as a speciality wholesaler.
Food first.co.uk is one such online wholesaler. In addition, meat
and fish (frozen foods), daiq products, hardware, groceries trade
and fashion appear specialty wholesalers have also been successful.
2. Industrial distributors. This category refers to those wholesalers
who sell their products exclusively to other manufacturers.
Industrial distributors may carry multiple product line general
product line or specialty line. The products stock include:
maintenance, repair and operating supplies (MRI items), original
equipment manufacturers (OEMs) an machineries used for value
addition for example, Harrington Industrial Plastics Inc., Terracon
Corporation, CRECO Inc.
Limited-service wholesalers provide limited services to the
suppliers and customers. There are several kinds of wholesalers in
the category.
1. Cash and carry wholesalers. This is a kind of channel partner
who stocks a limited line of fast moving products. I pays and picks
up the products and expects the same from t] customer as well.
This wholesaler provides merchandise at reduced cost to the
retailer by reducing service offers al eliminating credit risk. For
example, a small grocer who bu and pays for the vegetables to the
producers every day.
2. Truck wholesalers. A truck jobber or wagon distribu1 employs a
wholesaler technique that combines the functions sales and
delivery only. They carry a limited line of product (such as milk,
bread, eggs and soft drinks) that they sell cash to supermarkets,
restaurants, hotels and the like. Product most often sold include
nationally advertised, fast move brands in small quantities.
Frequent calls and contacts with retailer reduce retailer inventory
and investment requirement This produces fast inventory turnover
and prompt repleniment of products sold.
3. Drop-shipper. This refers to the wholesaler who accumul. orders
from retailers and purchases sizeable quantities from
manufacturer at a discount. They deal in commodities which are
handled in bulk like building material, coal and lime. Although
drop-shippers take title to products and sell the they carry no
stock and make no deliveries. When they receive a customer
order, they simply locate a supplier, who deliver the products
directly to the consumer.
4. Rack jobber. This is a wholesale establishment that furnish
display equipment and inventory to the retailer and regular
replenishes stock as it exhausts. Merchandise is generally I
consignment basis and the retailer pays only for products. The
firm provides tested and controlled display techniques. It
eliminates retailers' inventories and investment requirements.
This results in fast merchandise turnover and assured stock
replenishment. Example of products supplied by rack jobbers are
toys, paperbacks, greeting cards, hardware items, health and
beauty care.
5. Producer co-operatives. This type of distribution organization is
formed by agricultural producers for selling their produce in the
local market. An important aim of the co-operative is to promote a
brand name. For example, Amul.
6. Mail order wholesalers. These are wholesalers who depend upon
sales made through the catalogue.
7. Jobber. A commercial establishment that buys from various
sources for resale to retail stores is referred to as a jobber. It
provides broken-package quantities and makes up specified
assortments on a job-lot basis. Jobbers offer flexibility of servicing
small retailers and odd-lot requirements.
8. Franchised distributor. A district wholesaler representing one or
more manufacturers, having exclusive right to the distribution of
their merchandise in the assigned territory, is called a franchised
distributor.
9. Voluntary group wholesaler. This is a wholesale establishment
serving as a voluntary association of participating retailers or
outlets, which buy from manufacturers to obtain quantity discounts.
The establishment offers a complete assortment of merchandise as
required by members, and provides merchandising assistance to
members. This enables participating members to reduce costs and
compete more effectively with corporate chains.
Brokers and Agents
Brokers and agents do not take title to the products, and offer their
customers a very limited number of services. Brokers are middlemen who
bring the buyer and seller together and assist in price, product and delivery
negotiations. Agents are wholesalers contracted to represent the producer or
the buyer. These are of several types.
Manufacturers agents. These are independent agents who usually
represent two or more manufacturers who produce complementary
products. They usually represent the manufacturer with whom they have
entered into a contract. This contract usually contains details concerning
pricing policies, territories, order handling procedures, delivery service and
warranties and commission rates. These are firms composed of highly
skilled sales people who are contracted by the small firms who cannot
afford to have an extensive sales force of their own.
Selling agents. These are intermediaries who are contracted by the
manufacturer to sell the entire production output. This type of agents are
taken on by companies incapable of employing individual fulltime sales
force.
Purchasing agents. Agents adopted by the customers are purchasing
agents. These agents are able to get best goods and prices for the customer
and also provide consultative services.
Commission agents. These are intermediaries who purchase goods from
the manufacturer and then sell it in the market for the best possible price.
After deducting their fee and miscellan.eO\lS eXllen.ses, the balance is
llassed on to the manufacturer.
Manufacturer and Retailer (Branches and Offices)
Manufacturers' branches and offices. These are intermediaries who perform
various functions of sales and distribution without the assistance of an
independent wholesaler. Various categories under this type are as follows:
(a) Manufacturers' branches. These are owned by buyers or
sellers and not by independent wholesalers. These usually
carry little or no inventory, and primarily take orders for
merchandise. Miscellaneous wholesalers include agricultural
assemblers, petroleum bulk plants and terminals, and auction
companies.
(b) Manufacturers' outlets. These refer to stores located in the
high-density markets owned or leased by the manufacturers.
These are used by manufacturers of branded consumer
products like designer clothing and Jewellery makers.
Retail distribution. Retailers can be classified in terms of store
retailers, non-store retailing, and retail organizations.
(a) Store retailers. These include specialty stores, department
stores, supermarkets, convenience stores, superstores,
combination stores, hypermarkets, discount stores, warehouse
stores, and catalogue showrooms .
A retail store is a merchant or business establishment that sells mainly
to the ultimate consumer. The retailer specializes in a particular line or
category of product. It offers a logical outlet with similar or associated
products. to satisfy a particular consumer's need.
A franchised dealer or retail store is an independent establishment that
has a contractual arrangement with a manufacturer to sell its entire
product line, usually with exclusive rights to sell within an assigned
territory. '
A retailer co-operative is a group of retailers, each of whom owns and
operates his own store. They are organized to purchase products through
a jointly owned or sponsored warehouse operation for ultimate sale to
individual buyers through their respective retail outlets.
A department store is a retail outlet that displays and offers a great
variety of products for sale, where merchandise is separated by
appropriate departments or categories of use or need. It presents a wide
variety and choice of products to attract customers and uses well-
developed merchandising techniques. For example, Wal-Mart, Kay-Mart
and so on.
In general, supermarkets are large, low-cost, low-margin, high-volume,
self-service stores that carry a wide variety of food, laundry, and
household products. Examples are Safeway and Cub Foods.
A convenience store is a small store located near a residential area, that
is open long hours, seven days a week and carries a limited line of high-
turnover convenience goods. An example is 7-Eleven.
A superstore is a store almost twice the size of a regular supermarket
that carries a large assortment of routinely purchased food and non-food
items and offers services such as dry cleaning, post offices, photo
finishing, cheque cashing, bill paying, lunch counters and car care. Wal-
Mart and Kay-Mart have opened some "super centres" that fall under this
category.
A warehouse club is an off-price retailer that sells a limited selection of
brand-name grocery items, appliances, clothing, and other goods at deep
discounts to members who pay annual membership fees. The largest
national chain warehouse club is Sam's Club. Stores look more like
warehouses and offer few frills or services and consumers are expected
to buy in bulk. In exchange, consumers get low prices. Some other
warehouse clubs are Price Club, Costco, P1's wholesale club.
Category killers/sub percenters are superstores that focus on a narrow
product line. A category killer carries a very deep assortment of a
particular line of product, and is staffed with knowledgeable employee~.
It usually comes into markets and "kills" the competition in that line of
products by virtue of their size and assortment. Examples of category
killers are Toys "R" Us, Best Buy, Office Depot, Staples and Horne
Depot.
(b) Non-store retailing. This type of retailing is growing more
rapidly than store retailing. This includes direct selling (door-
to-door, party selling), direct marketing, automatic vending,
and buying services. Much of the retailing is in the hands of
large retail organizations such as corporate chains, voluntary
chain and retailer cooperatives, consumer cooperatives,
franchise organizations, and merchandising conglomerates.
A direct selling organization is a marketing method wherein
the manufacturer or producer sells directly to retailer, user, or
ultimate consumer without intervening intermediaries. This
offers flexibility with maximum control of sales effort and
marketing information feedback.
A direct sales or catalogue or mail order house is a retail or
wholesale concern employing a? technique in marketing,
wherein sales are generated entirely through advertising from
brochures or catalogues without the use of salespeople or retail
outlets. The placement of orders and shipments are handled
through the mail or delivery service. This provides wide
coverage at low per-unit sales cost and allows centralization of
warehousing and service facilities. Catalogue marketing
involves selling through catalogues mailed to a select list of
customers or made available in stores.
Telemarketing involves using the telephone to sell directly to
consumers.
Television marketing utilizes direct-response advertising
features that provide a toll-free number, 24-hour a day, for
consumers to call immediately to purchase the product.
Advertisements can be of 60-second spots or half-hour
infomercials, often featuring celebrity spokespersons. An
example is, Home Shopping Network.
Electronic marketing utilizes computer and the Internet.
Automatic merchandising involves the use of vending
machines. This is a marketing method, that employs slot coin
(or dollar or credit card) machines to deliver products without
the aid of sales personnel. This provides wide market coverage
at accessible locations on at around-the clock for convenience
merchandise and impulse items. Mostly this channel is used
with branded merchandise.
Export and Import Distributors
The fourth category of distributors specialize in the international
distribution. The various types of international distributors are:
International trading company. These perform functions like purchasing
and selling of goods, arrangement of logistics services, financing currency
conversions, consultation services, risk bearing functions and completion of
documents.
Export merchants. These intermediaries act as international wholesalers.
They buy goods in the local markets, pack them and ship them to the foreign
distributor or market.
Export commission house. The firm or the company thus contracted by an
international firm negotiates, buys and ships the product to the foreign
market.
As discussed so far, marketing channels are organizations comprising of
interdependent or independent agencies working for a common goal, i.e.
making goods and services available to the end-user. Majority of the
agencies in the channel are independent. This leads to channel partners'
objectives and attitudes clashing at some point of time. This is because,
each member try to look after his own interest than that of the manufacturer.
They thus adopt a micro view, which in turn effects the working of the
super organization. The reason for this could be that the efficiency of the
marketing channel depends upon the ability of the members to work
together. This necessitates some motivators and control efforts. These need
to practised by the manufacturer on the channel members in order to
achieve
(a) improved channel communication,
(b) co-operation among various channel member, and
(c) to induce the channel members to give their best to the product.
To bring this to reality, in addition to good motivational policy, a well-
planned system should be followed to choose the channel members.
Variables to be Considered for Selecting Channel Members
Once an optimal distribution channel has been designed, the channel
members have a clear and concise idea of the activities to be performed to
achieve a high customer satisfaction level. For this purpose, the channel
members are required to commit, not only psychologically but also
monetarily, to the mission and objective statement of the planned
distribution system. Monetary resources involve procurement of resources
like warehouses, toll-free telephone lines, well-trained sales force,
electronic data storing and managing equipment. Thus, to make a
distribution channel work, the channel partners should be carefully selected.
The factors which are considered before selecting a channel member are as
follows:
Financial strength of the prospective partner: "financially sound': This
deals with finding the financial resources at the disposal of the partner
being considered. This is done, so as to get an idea of the resources the
potential partner can spare for the manufacturer. The idea of the financial
position can be generated from the intermediaries' financial statement and
analysis thereof.
Sales strength: "enough good people". Sales strength is a term which is
used to analyze the skills of the sales force employed by the intermediary,
again, Le. the number as well as their competencies. Competency, is
measured in terms of communication skills and technical know-how
possessed by the employees of the channel partner.
Product lines. In the modem economy it is impossible to find an
intermediary solely dedicated to one product line. This variable considers
the existing product line carried by the prospective intermediary. An in
depth analysis is made into the type, strategies, resources committed by the
intermediary to the product line, in order to determine whether it is a
competitive product, complementary or a compatible? product. For
example, Pepsi and Coke never have same intermediary.
Reputation of the intermediary: "character counts". In today's economy,
customer behaviour is motivated by the need for maintaining a status
symbol. Therefore, the reputation of the intermediary in the market could
make a lot of difference in terms of input required in order to sell the
product in the market. Moreover, the reputation of the intermediary
amongst other suppliers is also evaluated so as to know about the inter-
mediaries like his habit to return orders, late payments and asking for
discounts.
Market coverage: "the more the better". We are looking for an
intermediary not only to take advantage of certain specialized functions
performed by them like packaging of products, sorting, advertising and
storing, but also to sell the product to a wider market. The primary aim of
any company to share market control with the intermediary is to bridge the
gap between itself and a larger number of consumer. Thus an intermediary
chosen, should also have a wide coverage area, quantified in terms of
number of outlets per market area (geographic coverage), industry
coverage and intensity coverage (Le. the number of times a customer is
called upon).
Sales performance: "good track record". Sales strength indicates the
qualitative strength of the sales force. While this is so the competencies of
the sales force is enhanced by the intermediary. This is done by analyzing
the performance of the existing related product lines in the portfolio of the
channel partner. Moreover, efficiency is also judged by measuring the
capacity of the intermediary to reach target individuals, provide after sale
services and organize advertising and sales promotion programmes.
Management strength. Manufacturers look for an intermediary to increase
their strength in the market. For this purpose an analysis into the
management style of the intermediary is done. It is not necessary that the
two styles have to be the same or compatible. But they have to be efficient.
Efficiency is measured in terms of factors such as employee relations,
strategic direction, organization decision making structure and employee
training programmes.
Equipment and facilities. This variable analyzes the kind of transportation
facilities, delivery methods, safety precautions during storage and
transportation and record keeping facilities at the disposal of the
prospective intermediary to be provided to the manufacturer.
Ordering and payment procedures. The efficiency with which an
intermediary places orders with the manufacturer and settles his bills also
influence the selection process. This is so because there is no use of a fast
inventory conversion period to a manufacturer if the average collection
period is long.
Willingness. This variable considers the willingness on the part of the
intermediary to commit resources, co-operate in joint programme and share
data with the manufacturer concerning customers, sales force and
inventory.
A company cannot achieve the best of all the variables in an intermediary.
A manufacturer has to understand the needs of the product and market, and
then land upon a set of priorities. He should then try to trade off between
certain selected variables. This selection process would help get the best of
the line to constitute a distribution channel. But the best are of no use, if
they do not co-operate with other channel members in achieving the
company's objectives.
EXERCISES
1. Discuss the types of intermedians in channel management.
2. Explain the function of intermedians in channel management
3. Describe the variables to be considered for selecting a channel member.
REFERENCES
Alderson, Wroe, Factors Governing the Developing of Marketing Channels,
Marketing Channels for Manufactured Products, Richard D. Irwin Inc.,
Homewood IL, 1964.
Jain, Subhash C., Marketing Planning and Strategies, South Western College,
Cincinnati, OH, 1999, pp. 445-471.
Kotler, Philip, Marketing Management, Prentice-Hall of India, New Delhi,
Magrath, Allan J., Differentiating Yourself via Distribution, Sales and
Marketing Management, March 1991.
Ballou, Ronald H., Business Logistics Management, International Edition,
Prentice Hall, New Jersy, 1999, p. 660.
Basics of distribution management ? A logistical approach Satish K.
Kapoor and Purna Kansal. PHI ? 2003.
Lalonde, Bernard L. and James M. Masters, "Organizational Trends and
Career Paths in Distribution", The Distribution Management
Handbook, McGraw Hill, 1994, New York, pp. 7.5-7.11.
Prasad, L.M., Organizational Behavior, Sultan Chand, New Delhi, 1998,
Wentworth, Felix R.L., Physical Distribution Management, Gower Press,
London, 1970.
American Management Association Inc., Management of Physical Distribution
Function, 1960.
Bhattacharya, S.K., Logistics and Management, Wheeler Publishing, Allahabad,
2000.
Bowersox, Donald J., Edward W. Smykay and Bernard J. La Londe, Physical
Distribution Management, Montllan Company, 1968.
Unit ? IV
MANAGING THE CHANNEL MEMBERS
INTRODUCTION:-
Most producers do not sell their goods directly to the final users. Between
producers and the final users stands a marketing channel. The channels of
distribution furnish bridge between the producer and the consumer.
Marketing channel or channel of distribution or trade channel is a group of
interrelated individuals or organizations that direct the flow of products to
consumer.
Stern and El-Ansary defines marketing channels sets of interdependent
organizations involved in the process of making a product or service available
for use or consumption.
Marketing intermediary is an individual or organisation that facilitates
exchanges between producers, others intermediaries, and the final consumer of
products. Middlemen are channel intermediaries. A middlemen is an
independent business concern that operates as a link between producers and
ultimate consumers or industrial users. Middlemen refer to wholesalers, retailers
and marketing specialists. The marketing intermediaries can be divided into
major classifications.
1) Merchants ? Assumes ownership of product and resells them for a
profit.
2) Agent or Brokers ? An intermediary who searches for customers and
negotiates on a producer`s behalf but does not take title to the goods.
3) Retailers ? A business enterprise that sells goods or services directly
to the final consumer for his or her personal, nonbusiness use.
4) Wholesaler ? A business enterprise that sells goods or services to
those who buy for resale or business use
5) Facilitators ? An intermediary who assists in the distribution process
but neither takes title to goods nor negotiates purchase or sales.
FUNCTIONS OF MARKETING CHANNELS:
Distribution
Marketing Research
Pricing
Functions
performed in a
channel of
Buying
Distribution
Product Planning
Promotion
Customer
Services
Fig 4.1
Marketing Research:
Middlemen provide information regarding the needs and characteristics of
customers, Competitors and other actors and forces in the marketing
environment.
Buying:
In buying merchandise, middlemen sometimes pay when items are received; at
other time, they accept item on consignment and do not pay for them until after
a sale has been made, thus purchase terms may range from cash or credit. In
buying function, the middlemen put order with the manufacture with intension
to buy.
Promotion:
The middlemen do promotion to attract customers to the offer. A large portion
of the promotional activities behind the final sale of a product to the consumer is
performed by middlemen.
The actual point of purchase display of merchandise in the store is almost
completely in the hands of the retailers. The retailer also does a great deal of the
advertising, selling and promoting of the wares he sells. Wholesalers help to
coordinate local promotion among retailers and sometimes motivate and train
retailer`s sales staff. Manufactures undertake a multitude of activities to assist
their middlemen`s promotional effort.
Consumer Services:
Consumer services include delivery, credit, in-office and in-home purchase,
training programs, warranties and guarantees and return privileges. These
services can be provided by one channel member or a combination of channel
members.
Product Planning:
Middlemen can contribute to product planning in several ways. They often
provide advice on new and existing products. Test marketing requires their
cooperation. The middlemen can be quite helpful in properly positioning
products against competitors and suggesting which products to delete.
Pricing:
Distributive institutions strongly influence the retail price of a manufacturer`s
product. The retailers are in closer touch with what the market will pay for an
article than the producer is. Frequently, manufacturers rely heavily on
middlemen`s recommendations regarding retail prices and various margins
required by the middlemen who will be handling the product. Channel
institutions thus play an active role in the setting of the factory price.
Finally in many instances the retail dealers decide the actual price charged the
consumer. They may be free to establish whatever price they wish, sometimes
they will even sell merchandise below cost for promotional purposes.
Distribution:
Distribution incorporates three major factors. Transporting, inventory
management and customer contact. Merchandise must somehow be shipped
from a manufacturer to its consumers. Middlemen often provide this service.
The production capabilities and customer demand frequently differ, Inventory
levels need to be properly managed (items may require storage in a warehouse
before being sold). Last, the selling of goods and services to consumers may
require a store or seller location, long hours of operation, and store fixtures
(such as cash registers and dressing rooms).
Middlemen can assist manufacturers in distribution by engaging in the sorting
process, which consists of accumulation, allocation, sorting and assorting
functions. Accumulation is the middlemen task of collecting small shipments
from several manufacturers, so they can be transported economically. Allocation
is the middlemen task of distributing items to various consumer markets. It
apportions goods. Sorting is the middlemen task of separating merchandise into
grades, colours and sizes. Assorting is the middlemen task of acquiring a broad
range of merchandise. So the consumer is able to choose from different brands,
price, ranges and models.
ARE MARKETING INTERMEDIARIES NEEDED
In today`s economy, individuals are able to satisfy nearly all of their needs and
wants by picking up the telephone or visiting a nearby store. As consumers, we
assume that goods will be readily available when we need them, whether it be
clothing, appliances, automobiles, entertainment, or simply a cold soft drink
from a vending machine. When one of these products is occasionally sold out,
we become somewhat discontented. Goods can be made available to consumers
on a timely basis at convenient locations because of marketing channels. Despite
the importance of marketing channels, consumers seems to understand them less
than the other marketing mix variables. In fact, channel members and the
functions they perform are often taken for granted, resulting in some consumers
questioning whether marketing intermediaries are needed.
Point: Marketing intermediaries play a vital part in an efficient exchange. By
bringing buyers and sellers together, marketing channels help make products
available when and where consumers want to buy them. Intermediaries also
improve the efficiency of an exchange by reducing the number of required
transactions between producers and consumers. Finally, marketing
intermediaries are helpful in matching supply with demand.
Reducing the number of intermediaries does not eliminate the need for their
functions. Imagine if you had to deal with the producer for many of your
purchases. How would you go about buying books, cars, clothing, or daily
essentials such as food? Without channel intermediaries, the consumer or
someone else would have to perform the channel functions either way, the
consumer still pays.
Counterpoint Marketing intermediaries sometimes are an extra expense that
can be eliminated. In some channels, products are passed through four or even
five channel members before they reach the final consumer. Rather than being
more efficient, the distribution effort is less efficient and more costly. Increased
costs are passed along to consumers in the form of higher prices.
MANAGING CHANNEL RELATIONSHIPS
Each member of a marketing channel has a position with rights, obligations, and
rewards; and each is subject to penalties for nonconformity. Moreover, each
channel member has certain expectations of every other channel member.
Retailers except wholesalers to keep sufficient inventories on hand and to
deliver goods on time. Wholesalers except retailers to abide by the terms of
payment contracts and to keep them informed about inventory levels. If the
marketing channel is to operate effectively, channel members must cooperate
with each other and keep conflict in check.
Channel cooperation a mutually helpful relationship in which channel
members work together for the benefit of all members and the realization of
overall channel objectives. Channel cooperation occurs when channel member
work together for their mutual benefit. Cooperation is necessary if each channel
member is to gain something from other members. The realization of overall
channel objectives and individual member objectives depends on cooperation.
Unless a channel member can be replaced, the misconduct of one member can
destroy the entire channel. Thus, it is vital that policies be developed to ensure
the welfare and survival of all indispensable channel members.
Types of Conflict and Competition
Channel conflict is a friction between marketing channel members, often
resulting from role deviance or malfunction by one member. Channel conflict
Results from role deviance or malfunction, where one member does not conform
to its expected role. For example, wholesalers except manufacturers to maintain
product quality and production schedules, and except retailers to market
products effectively. In turn, retailers and producers except wholesalers to
provide coordination, functional services, and communication. If wholesalers,
retailers, or producers fail to conform to other channel member`s expectations,
channel conflict results. By anticipating problems, marketing managers can
make changes to resolve channel conflicts. For instance, the channel leader
could explicitly spell out the responsibilities and performance levels expected of
each channel member.
Suppose a manufacturer sets up a vertical channel consisting of wholesalers and
retailers. The manufactures hopes for channel cooperation that will produce
greater total channel profits than each channel member would generate if it acted
only on self ? interest. By cooperating, the channel members can more
effectively sense, serve, and satisfy the target market. Yet vertical, horizontal,
and multichannel conflict can occur.
Vertical channel conflict exists when there is conflict between different levels
with in the same channel. For example, General Motors came into conflict with
its dealers years ago in trying to enforce policies on service, pricing, and
advertising. And Coca-Cola came into conflict with its bottlers who agreed to
also bottle Dr. Pepper.
Horizontal channel conflict exists when there is conflict between members at
the same level with in the channel. Some Ford car dealers in Chicago
complained about other Chicago Ford dealers advertising and pricing too
aggressively. Some Pizza Inn franchisees complained about other Pizza Inn
franchisees cheating on the ingredients, maintaining poor service, and hurting
the overall Pizza Inn image.
Multichannel conflict exists when the manufacturer has established two or
more channels that compete with each other in selling to the same market.
When Good year began offering its popular tire brands for sale through mass ?
market retailer like Sears, Wal-Mart, and Discount Tire, it angered its
independent dealers. Multichannel conflict is likely to be especially intense
when the members of one channel either get a lower price (based on larger
volume purchases) or are willing to work with a lower margin.
Causes of Channel Conflict
It is important to identify the different causes of channel conflict. Some are easy
to resolve, others more difficult.
A major cause is goal incompatibility. For example, the manufacturer may want
to achieve rapid market growth through a low ? price policy. The dealers, in
contrast, may prefer to work with high margins and pursue short ? run
profitability. This is a difficult conflict to resolve.
Sometimes the conflict arises from unclear roles and rights. IBM sells personal
computers to large accounts through its own sales force, and its licensed dealers
are also trying to sell to large accounts. Territory boundaries, credit for sales,
and so forth and grounds for conflict.
The conflict can also stem from differences in perception. The manufacturer
may be optimistic about the short?term economic outlook and want dealers to
carry higher inventory. But the dealers may be pessimistic about the short?term
out look.
The conflict might arises because of the intermediaries` great dependence on the
manufacturer. The fortunes of exclusive dealers, such as auto dealers, are
intimately affected by the manufacturer`s product design and pricing decisions.
This situation creates a high potential for conflict.
Managing Channel conflict
Some channel conflict can be constructive. It can lead to more dynamic
adaptation to a changing environment. But too much conflict is dysfunctional.
The challenge is not one of the eliminating conflict but of managing it better.
There are several mechanisms for effective conflict management.
Perhaps the most important mechanism is the adoption of superordinate goals.
The channel members somehow come to an agreement on the fundamental goal
they are jointly seeking, whether it is survival, market share, high quality, or
customer satisfactions.
A useful conflict management devise is the exchange of persons between two or
more channel levels. For example, General Motors executive might agree to
work in some dealerships, and some dealership owners might work at General
Motors in GM`s dealer policy department. Presumably, the participations will
grow to appreciate the other`s point of view and carry more understanding when
returning to their original positions.
Cooptation is an effort by one organization to win the support of the leaders of
another organization by including them in advisory councils, boards of directors,
and the like. As long as the initiating organization treats the leaders of the other
organization seriously and listens to their opinions, cooptation can reduce
conflict. But the initiating organization also pays a price in that it may have to
compromise its policies and plans in order to win the support of the other side.
Much can be accomplished by encouraging joint membership in and between
trade associations. For example, there is good cooperation between the Grocery
manufacturers of America and the Food Marketing Institute, which represents
most of the food chains; this cooperation led to the development of the universal
product code(UPC). Presumably, the association can consider issues between
the food manufacturers and retailers and put them through an orderly process of
resolution.
When conflict is chronic or acute, the parties may have to resort to diplomacy,
mediation, or arbitration. Diplomacy takes place when each side sends a person
or group to meet with a counterpart from the other side to resolve the conflict. It
makes sense to assign diplomats to work more or less continuously with each
other to avoid the flaring up of conflicts. Mediation means resorting to a neutral
third party who brings skills in conciliating the two parties` interests. Arbitration
occurs when the two parties agree to present their arguments to a third party
(one or more arbitrators) and accept the arbitration decision.
When several individuals or organizations engage in a relationship, conflict is
inevitable. This is certainly true for marketing channels. Nevertheless, many
channel conflicts can be resolved through effective channel leadership. The
channel leader is able to reduce conflicts among channel members because it
possesses channel power. Channel power is the ability of one channel member
to influence another member`s marketing decisions and goal achievement.
Channel power enables a channel leader to influence overall channel
performance.
Channel power is derived from the control of resources and services critical to
other channel members. The channel member that controls resources on which
other members depend is usually the channel leader. For example, fertilizer
dealers depend heavily on chemical manufactures for many resources and
services, including on-time product delivery, price information, employee
training, legal assistance, and credit. As a result, the chemical manufacturer can
influence dealer`s decisions regarding budgets, size of product purchases,
pricing, and advertising.
LEGAL AND ETHICAL ISSUES IN CHANNEL RELATIONS
Companies are legally free to develop whatever channel arrangements suit them.
Most channel law deals with the mutual rights and duties of the channel
members once they have formed a relationship. Here we briefly consider the
legality of certain channel practices, including exclusive dealing, exclusive
territories, tying agreements, and dealers` rights.
Exclusive Dealing
Many producers and wholesalers like to develop exclusive channels for their
products. The seller allows only certain outlets to carry its products are called
exclusive distribution. When the seller requires that these dealers not handle
competitors` products, its strategy is called exclusive dealing.
Exclusive Territories
Exclusive dealing often includes exclusive territorial agreements. The producer
may agree not to sell to other dealers in a given area, or the buyer may agree to
sell only in its own territory. The first practice is normal under franchise system
as a way to increase dealer enthusiasm and commitment. The second practice,
whereby the producer tries to keep a dealer from selling outside its territory, has
become a major legal issue.
Tying Agreements
Producers of a strong brand sometimes sell it to dealers only if the dealers will
take some or all of the rest of the line. This practice is called full line forcing.
Dealers Rights
Producers in the United States are free to select their dealers, but their right to
terminate dealers is somewhat restricted. In general, sellers can drop dealers for
cause. But they cannot drop dealers if, for example, the dealers refuse to
cooperate in a doubtful legal arrangement, such as exclusive dealing or tying
agreements.
DISTRIBUTION INTENSITY
Distribution intensity refers to the number of outlets in a trading area that sell a
particular product. To illustrate, newspapers can be purchased from street
vendors and at newspaper stands, convince stores, grocery stores, and other
outlets, but a stereo or computer can be purchased from only a few selected
dealers. The product and the target market served often determine the
distribution intensity. Three major levels of distribution intensity are intensive,
selective, and exclusive distribution. Figure 4.2 compares the distribution
intensity of different products.
Intensive distribution means that a product is sold in all available outlets.
Convenience products such as bread, milk, canned goods, chewing gum, soft
drinks, and newspapers receive intensive distribution. Some products, such as
soft drinks and cigarettes, are available virtually everywhere through vending
machines. Most consumer packaged products, such as detergents, soaps, and
personal-care products, also rely on intensive distribution.
Selective distribution uses only some available outlets in an area to distribute a
product. Shopping products and durable goods such as automobiles, stereos, and
large household appliances usually fall into this category. Because such products
are more expensive than convenience goods, consumers spend more time
visiting several retail outlets to compare prices, designs, styles, and other
features.
Fig 4.2
Chewing gum
Soft drinks
INTENSIVE
Soap
Personal care products
Dry cleaners
Appliances
Furniture
SELECTIVE
Men's suits
Stereos
Automobiles
Fine art
Persian rugs
EXCLUSIVE
Farm equipment
Heavy machinery
Rolls-Royce automobiles
In exclusive distribution, a product is offered in only one or very few outlets
within a relatively large geographic area. Organizations use exclusive
distribution for products that are purchased rather infrequently, are consumed
over a long period of time, or require service or information to fit them to
buyers` needs.
PRODUCT ISSUES IN CHANNEL MANAGEMENT
Effective channel management requires that the channel manager be aware of
how channel management interfaces with product, price, promotion, and
logistics in the marketing channel. Three basic areas of product management are
considered: (1) new product planning and development, (2) the product life
cycle, and (3) strategic product management. With respect to new product
planning and development, the basic product channel management issues are:
(1) obtaining channel member input into new product planning, (2) promoting
channel member acceptance of new products, (3) fitting new products into
channel member assortments, (4) educating channel members about the new
products, and (5) making sure new products are trouble free. The product life
cycle implications for channel management must also be understood by the
channel manager if it is to be used to enhance the life cycle of a product.
Strategic management of a product line is necessary if a product line is to remain
viable and profitable. Among the most important of these strategies are: (1)
product differentiation strategy, (2) product positioning, (3) product line
expansion and contraction strategies, (4) trading-up and trading-down strategies,
(5) product brand strategies, and (6) product service strategy. The channel
manager must understand the interrelationships of these product strategies with
channel management strategies to support the implementation of these product
strategies.
Channel management involves more than just motivation management; the
channel manager must also be skilled at using the element of the marketing mix
to facilitate the administration of the channel. The channel manager needs to use
the firm`s product, pricing, promotion, and logistics variables to their maximum
effect in securing cooperation from channel members. These marketing mix
variables may be viewed as resources: how these resources are used will affect
the performance of the channel members. The channel manager needs to
understand how the other marketing mix variables interface with the channel
variable, and what the implications of these interfaces are for channel
management. He or she would be in a better position to coordinate all four
strategic components of the marketing mix to create the synergy needed to best
meet the needs of customers. Our purpose in this section is not to present a
comprehensive inventory of possible product-channel management interfaces.
Rather it is to develop a sense of awareness on the part of the channel manager
about the impact of product decisions on channel management decisions. The
discussions and examples presented are organized around three major areas of
product management: 1. New product planning and development 2. The product
life cycle 3. Strategic product management
New Product Planning and Channel Management
The development of new products is a challenge faced by virtually all producers
and manufacturers. New technologies, changing customer preferences, and
competitive forces all contribute to the need to introduce new products.
Achieving success for new product is dependent on may factors. One of these
factors is the degree of support a new product receives from independent
channel members. It is therefore crucial for the channel manager to analyze the
possible channel implications in the planning and development of new products.
Five issues are frequently important for a wide range of channels:
1) Encouraging Channel Member Input into New Product Planning
One way of promoting increased enthusiasm and acceptance for new products
by channel members is by obtaining some input from them into new product
planning. This input may range from soliciting ideas during the idea-generating
stage, all the way to getting feedback from selected channel members during the
test marketing or commercialization stage. In fact, input on the size of the
product or on packaging changes may be all that is needed to enhance channel
member cooperation. Seeking input from channel members may require that the
manufacturer keep channel members informed on new product plans, but many
manufacturers are very sensitive about new product plans for competitive
reasons. The bottom line is that channel members are much more likely to
enthusiastically support new products that they have played a part in developing.
2) Fostering Channel Member Acceptance of New Products
For new products to be successful, it must be accepted by the final users-
whether industrial customers or final consumers. But success is also equally
dependent upon acceptance of the new product by the channel members through
whom it passes. Whereas final users are most concerned about how the product
will perform when used, channel members are much more interested in how the
product will sell, whether it will be easy to stock and display, and most
important, whether it will be profitable.
Looking first at the salability of a new product, the key factor here is the
perceptions of the channel members. They have to believe that they can sell the
product; otherwise, they are not going to be enthusiastic about carrying it. In
getting channel members to accept new products, the issue of ease of stocking
and display has become more important than ever, as more and more new
products compete for shelf space. Finally, the importance of the profitability of
new products for channel members cannot be overstated. Retailers, and to an
increasing extent wholesalers, recognize that the only real asset they have to sell
is shelf space. Hence, they are not going to allow this precious space to be
clogged by a proliferation of unprofitable products.
3) Fitting the New Product into Channel Member Assortments
The particular mix of products carried by any given channel member is his
assortment. The channel member`s assortment is analogous to a manufacturer`s
product mix. A key consideration on the marketing side should be whether
existing channel members will view the new product as an appropriate one to
add to their assortments. The channel manager should try to learn whether
channel members feel competent to handle their new products. If the channel
members feel qualms about adding the new product because they lack
experience in handling such products, steps should be taken to allay these fears
before introducing the product.
4) Educating Channel Members about New Products
It is not unusual for channel members to need special education or training
provided by the manufacturer in order to sell new products successfully. This
type of training or the extent of training will of course depend upon the new
product offered.
5) Making Sure New Products Are Trouble Free
No channel member likes to take on a new product that will cause trouble. This
applies to product problems that arise while the product is still in the channel
member`s inventory as well as those that may appear soon after the product is
sold to the consumer. Problems with new products can range from being a
nuisance that make it more difficult for the channel members to stock and sell,
all the way to more serious flaws that can undermine the brand equity that
channel members rely on to attract customers.
The Product Life Cycle and Channel Management
Product life cycle (PLC): A model for describing the stages through which a
product passes. These stages are: introduction, growth, maturity, and decline.
Not all products pass through this life cycle and all stages may not be nearly as
distinct as those shown.
1) The Introductory Stage and Channel Management
During the introductory stage, strong promotional efforts are needed to launch a
product. Thus, during this stage it is imperative for the channel manager to
assure that channel members can provide adequate market coverage for the
product.
2) The Growth Stage and Channel Management
As the product enters the growth stage, rapid market growth begins. In order to
help sustain this growth, the channel manager faces two important challenges: a.
To ensure that product availability is adequate so as not to inhibit growth b. To
carefully monitor channel member actions with respect to competitive products
The basic approach for dealing with the problem of availability is through
monitoring the product flows as it moves through the channel. Formal and
systematic reporting procedures are necessary for effective monitoring. The
second problem, monitoring the channel members` actions with respect to
competitive products, is of equal importance to monitoring one`s own products.
A manufacturer must fight competitors for the channel members` support to
sustain the growth of the firm`s product. While it may not be possible to
anticipate all possible competitive actions impinging on the channel and to
preplan channel strategies for each stage of the PLC, some effort in this
direction is certainly possible. A manufacturer who has developed carefully
planned programs for supporting channel members has the edge over the
competitor who seeks the support of the same channel members but lacks
previously planned programs.
3) The Maturity Stage and Channel Management
The slow growth or saturation characteristics of the maturity stage suggest two
strategic emphases for channel management a. Extra emphasis should be put on
making sure the product is more desirable for channel members. b. At the same
time, possible changes in channel structure, particularly the selection of different
types of intermediaries, should be investigated to forestall the decline stage and
possibly create a new growth stage. In the face of slower growth or near-
saturation, the sales and turnover rate for the product will decline for many of
the channel members. In order to lessen the severity of this pattern, the channel
manager must take steps to make the product more attractive to channel
members. Such tactics as extra trade discounts, advertising allowances, special
packaging deal discounts, and more liberal return policies are appropriate. A
more comprehensive and long-term channel strategy for the maturity stage is to
change the channel structure through which the product is distributed. In some
cases, this may lead to a renewed growth stage for the product. While the
channel manager should not attempt to change channels for a product as a matter
or course, an investigation of this possibility is probably worth the effort.
4) The Decline Stage and Channel Management
Total demise is usually imminent when a product is in the decline stage. Given
this situation, the channel manager should focus attention on two final channel
implications: a. Can marginal outlets be phased out quickly to avoid further
profit erosion? b. Will dropping the product cause an adverse reaction on the
part of existing channel members? Even when a product has reached the decline
stage, a substantial number of channel members may still be carrying it. Many
of them will be low-volume, often ordering in very small quantities. The high-
volume members will have already dropped the product. This leaves the channel
manager with a high-cost, low-volume channel for the product, which further
erodes an already deteriorating profit picture. Thus, the channel manager should
consider whether the very-low-volume outlets should be phased out. Basically,
this requires an analysis of the revenues produced by each outlet, weighed
against the cost of servicing each of them. Unfortunately, the procedure for
making this kind of analysis is not clear-cut.
Strategic Product Management and Channel Management
Successful product strategies depend on a variety of factors such as the quality,
innovativeness, or technological sophistication of the products themselves, the
capabilities of the managers charged with overseeing the product line, the
financial capacity, and willingness of the firm to provide the promotional
support often necessary to implement product strategies and several other
factors. One of these other factors is the role played by channel members in
implementing product strategies. Thus, the success of the manufacturer`s
product strategies is, at least to some extent ? and sometimes to a very great
extent ? dependent upon the effectiveness of the channel members in carrying
out the manufacturer`s product strategies.
1) Product Differentiation and Channel Management
Product differentiation is probably the most widely used product strategy. In
essence, product differentiation represents the manufacturer`s attempt to portray
a product or products as being different from competitive products and
therefore more desirable to purchase, even though the price may be higher. The
real key to creating a differentiated product is to get the consumer to perceive a
significant difference. Channel members may be called upon to help create a
differentiated product. The kinds of stores the product is sold in, the way it is
displayed and sold, and the services provided can be critical in creating a
differentiated product. Two channel management implications for product
differentiation strategy can be derived. a. First, when product differentiation
strategy is affected by who will be selling the product, channel managers should
try to select and help develop channel members who fit the product`s image.
b. Second, when product differentiation strategy is influenced by how the
product is sold at retail, the channel manager should provide retailers with the
kinds of support and assistance needed to properly present the product.
2) Product Positioning and Channel Management
Product positioning refers to a manufacturer`s attempt to have consumers
perceive the products in a particular way relative to competitive products. If this
is accomplished, the product is then positioned in consumers` minds as an
alternative to other products that they currently use. While successful product
positioning strategy depends upon many factors, the types of stores selling the
product and how they display and promote it can be very important.
There are three implications for channel management in product positioning. a.
First, the possible interfaces between the product positioning strategy and where
the product will be displayed and sold to consumers should be considered before
the positioning strategy is implemented. b. Second, retailer support in the form
of proper merchandise presentation and display should be elicited before
attempting to implement the positioning strategy. c. Finally, a sufficient war
chest of funds should be available to provide retailers with attractive incentives
to gain strong retailer acceptance in support of the positioning strategy.
3) Product Line Expansion/Contraction and Channel Management
At one time or another, most manufacturers find it necessary to expand or
contract their product lines, often simultaneously. Such product line expansion
and pruning strategies can create problems in dealing with channel members
because it is very difficult to find a perfect blend of products in the line that
will satisfy all channel members. So, from a channel management standpoint,
product line expansion and pruning strategies present the manufacturer with a
delicate balancing act of channel member satisfaction and support for reshaped
product lines. Moreover, with the growing emphasis by channel members on
category management (the management of product categories as business units)
the demands made on manufacturers by channel members to have the right mix
of products are becoming greater than ever. While there are no simple clear-cut
approaches for always having the right mix of products to satisfy even more
demanding channel members, several points are worth considering when
dealing with the interface between product line expansion and contraction and
channel strategy. These are: a. It makes good sense to incorporate channel
member views before the expansion or contraction of product lines. b. The
manufacturer should attempt to explain to channel members the rationale
underlying product line expansion or deletion strategies. c. The manufacturer
should try to provide adequate advance notice of significant product line
changes to channel members to allow them sufficient time to prepare for such
changes.
Trading Down, Trading Up, and Channel Management
Trading down: Refers to the addition of lower-priced products or a product line
to a product mix than had typically been offered in the past. Trading up:
Essentially the opposite ? adding products or a product line that are substantially
more expensive than other products in the line or mix. Trading down and trading
up can be high-risk strategies because they may reflect profound departures
from the company`s normal base of operations. The manufacturer may now
face: 1. new markets about which it may know very little 2. new competitors it
has not faced before 3. quite possibly new channel members and/or new
problems with existing channel members When making a decision to trade up or
trade down, from a channel management perspective there are two problems to
consider. The first is whether existing channel members provide adequate
coverage of the high-end or low-end market segments to which the new product
is aimed. If the answer is that they do not, then new channel members will have
to be added and/or the basic design of the channel may have to be changed. The
second problem is: Will the channel members have confidence in the
manufacturer`s ability to successfully market the trade-up or trade-down
product? Channel members, whether at the wholesale or retail levels, develop
certain perceptions about the kinds of products with which particular
manufacturers are associated.
4) Product Brand Strategy and Channel Management
Most manufacturers have several options when considering product brand
strategies. They might sell their products (1) under one national brand, (2)
under several national brands (a family of brands), (3) under private brands,
or (4) under both national and private brands. Any of these options may at
certain times pose channel management problems. But it is the fourth option,
selling under both national and private brands, that presents the most difficult
channel management problems, because, when the manufacturer sells under
both national and private brands, direct competition with channel members may
result. Such dual distribution or multimarketing strategies are becoming
increasingly common as national brand manufacturers seek to make use of
excess production capacity and compete against private brand products made
for large chain retailers.
If the competition becomes too direct, then this dual product brand strategy can
create serious problems between the manufacturer and its channel members.
Some attention paid to such channel issues before embarking on a dual
national/private brand strategy will help alert the manufacturer to the need for
setting clear channel management policies to guide dual brand strategies.
Examples of such policies are: a. Not selling both the national and private brand
versions of the products to the same channel members. b. Selling the national
and private brands versions of the product in different geographical territories. c.
Making the products physically different enough so that the direct competition
between the national and private brand versions of the product will be
minimized.
5) Product Service Strategy and Channel Management
Many products require service after the sale. Manufacturers of these products
should make some provision for after-sale service, either by offering it directly
at the factory, through their own network of service centers, through channel
members, through authorized independent service centers, or by some
combination of these. A marketing channel that provides for effective and
efficient delivery of the product is still not fully effective or efficient if it does
not provide for product service. If good product service is to be provided by the
channel, however, the manufacturer must view the issue of product service as a
basic strategic issue in product management and channel management. Indeed,
the appeal of the product can be significantly enhanced through a strong service
image. The manufacturer who expects strong cooperation from channel
members in providing service must make it clear to channel members that
service is an important part of the overall product strategy, and provide
incentives for the channel members to cooperate in the service program.
PRICING ISSUES IN CHANNEL MANAGEMENT
Pricing strategy should incorporate channel considerations before being
implemented. If the channel members perceive a manufacturer`s pricing strategy
to be congruent with their own interests, they are likely to have a higher level of
cooperation and the reverse is also true.
In developing pricing strategies, there are eight guidelines: (1) profit margins
should be adequate for channel members, (2) margins offered to different classes
of channel members should vary in proportion to the functions the channel
members perform, (3) margins should be competitive with those of rival brands,
(4) special arrangements that result in either an increase or decrease in services
rendered should be reflected in the margins, (5) the manufacturer should
conform to conventional norms for margins in the trade, (6) variations in
margins on different models should be logical, (7) if price points exist at the
wholesale/retail levels they should be recognized and prices set to meet these
price points, and (8) variations in prices by a manufacturer for different products
in its line should be associated with visible or identifiable differences in its line.
There are five major pricing issues a manufacturer is likely to face: (1) pricing
control in the channel, (2) the impact of major price policy changes, (3) the
passing of price increases through the channel, (4) use of price incentives, and
(5) the problems created by gray market and free riding.
Anatomy of Channel Pricing Strategy
Participants at the various levels in the channel each want a part of the total
price (the price paid by the final buyer) sufficient to cover their costs and
provide a desired level of profit.
The golden rule of channel pricing when developing a pricing strategy is
stated as follows:
It is not enough to base pricing decisions solely on the market, internal cost
considerations, and competitive factors. Rather, for those firms using
independent channel members, explicit considerations of how pricing decisions
affect channel member behavior is an important part of pricing strategy.
Pricing decisions can have a substantial impact on channel member
performance. If channel members perceive the manufacturer`s pricing strategy
as congruent with their own interests, then a higher level of cooperation can be
expected. And the reverse is also true. Therefore, the major challenge facing the
channel manager in the area of pricing is to help foster pricing strategies that
promote channel member cooperation and minimize conflict. Whenever
possible, the channel manager should attempt to have channel members`
viewpoints on pricing issues included as an integral part of the manufacturer`s
price-making process.
Guidelines for Developing Effective Channel Pricing Strategies
Oxenfeldt offers a set of eight classic guidelines for developing pricing
strategies that incorporate channel considerations. While not comprehensive,
they do provide a basic framework and benchmark for pricing decisions that
incorporate channel considerations. These are:
1) Each efficient reseller must obtain unit profit margins in excess of unit
operating costs.
2) Each class of reseller margins should vary in rough proportion to the
cost of the functions the reseller performs.
3) At all points in the vertical chain (channel levels), prices charged must
be in line with those charged for comparable rival brands.
4) Special distribution arrangements?variations in functions performed
or departures from the usual flow of merchandise?should be
accompanied by corresponding variations in financial arrangements.
5) Margins allowed to any type of reseller must conform to the
conventional percentage norms unless a very strong case can be made for
departing from the norms.
6) Variations in margins on individual models and styles of a line are
permissible and expected. They must, however, vary around the
conventional margin for the trade.
7) A price structure should contain offerings at the chief price points,
where such price points exist.
8) A manufacturer`s price structure must reflect variations in the
attractiveness of individual product offerings.
1) Profit Margins
Channel members need margins that are more than adequate to cover the costs
associated with handling a particular product. Channel members generally will
not carry, let alone enthusiastically support, products whose margins are
inadequate to cover their costs and provide room for profit.
Over time, those channel members who feel that the manufacturer is not
allowing them sufficient margins are likely to seek out other suppliers or
establish and promote their own private brands.
Thus, the channel manager should be involved in a continuous review of
channel member margin structures to determine if they are adequate and pay
particular attention to changes in the competitive environment that is likely to
influence channel member perceptions of the existing margin structures.
2) Different Classes of Resellers
Ideally, the channel manager would like to set margins so that they would vary
in direct proportion to the functions performed by different classes of channel
members. In reality, however, margins at the wholesale and retail levels are
typically governed by strong traditions that permeate the industry.
Nevertheless, periodic reviews of the margin structures available to different
classes of channel members should be made, with a view toward making gradual
changes if warranted.
Oxenfeldt suggests that the following questions be posed in this review:
a. Do channel members hold inventories?
b. Do they make purchases in large or small quantities?
c. Do they provide repair services?
d. Do they extend credit to customers?
e. Do they deliver?
f. Do they help train the customers` sale force?
The main point of periodically reviewing channel member services in relation to
the margins granted them, is to find out whether there are any major inequities
that are creating problems in the ranks of particular classes of channel members.
3) Rival Brands
Differentials in the margins available to channel members carrying competitive
brands should be kept within tolerable limits. The practical question facing the
channel manager attempting to apply this guideline is: What levels of margin
differentials are within tolerable limits? Unfortunately, there is no
straightforward answer to this question.
Channel managers, then, should attempt to weight any margin differentials
between their own and competitive brands in terms of what kind of support their
firms offer and what level of support they expect from channel members. If this
relationship is found to differ significantly from the competition, differentials in
margins should be examined in terms of these differences.
4) Special Arrangements
If the usual allocation of distribution tasks between the manufacturer and the
channel members changes, the margin structure should reflect these changes.
5) Conventional Norms in Margins
Oxenfeldt points to the almost universal tendency of channel members to expect
margins to meet generally accepted norms.
This strong commitment among channel members to what they consider to be
normal, fair or proper margin makes it very difficult for the manufacturer to
deviate from the conventional margin structures.
Thus it is the job of the channel manager to attempt to explain to the channel
members any margin changes that deviate downward from the norm. While this
might not guarantee that the channel members will support this change, at least
it will convey the reasons for taking this action.
6) Margin Variation on Models
Variations in margins on individual models and styles in a product line are
common. Traffic builders (often referred to as promotional products) are usually
the lowest priced in the line and yield relatively low margins for both the
manufacturer and channel members. Fortunately, channel members are often
amenable to accepting the lower margins associated with these products so long
as they are convinced of the promotional value of the product in building
patronage. Margins on products in the line that are significantly below the norm
and that are not intended as promotional products are much more difficult to
justify in the eyes of the channel members. The channel manager should attempt
to influence product line pricing to use low-margin products for promotional
purposes whenever possible.
7) Price Points
Price points is the specific prices, usually at the retail level, to which consumers
have become accustomed. In other words, consumers come to expect certain
products to be available at customary prices. While most price points rise,
sometimes price points can actually move down, as in the case of personal
computer.
8) Product Variations
When a manufacturer attaches prices to the various models within a given
product line, it should be careful to associate price differences in product
features. If the price differences are not closely associated with visible or
identified product features, the channel members will have a more difficult
selling job to the consumer.
A little extra care by the manufacturer in thinking about the pricing of the
product line from the channel members' perspective can mitigate this kind of
pricing problem.
Other Issues in Channel Pricing
The channel manager is faced with other channel pricing issues that require
more specific and detailed attention. Five of the most important are discussed in
this section.
1) Exercising Control in Channel Pricing
As stated earlier, the manufacturer`s pricing strategies often require channel
member support and cooperation if they are to be implemented effectively.
Of all of the elements of the marketing mix, channel members view pricing as
the area that is most in their domain. As soon as the manufacturer seeks to
exercise some control over channel members` pricing strategies, channel
members may feel that the manufacturer has stepped out of its proper boundary.
Yet, from the manufacturer`s point of view, some of the most important pricing
strategies may call for having some degree of control over the channel members`
pricing policies. In attempting to influence some control, the manufacturer is
faced with the difficult and delicate task of enforcing pricing policies without
alienating channel members.
Although there is no surefire way to avoid the problem, several guidelines can
be offered. These are:
a. Any type of coercive approaches to controlling channel member
pricing policies should be ruled out.
b. Encroachment by the manufacturer into the domain of channel
member pricing policies should be undertaken only if the manufacturer
believes that it is in his or her vital long-term strategic interests to do so.
c. If the manufacturer does feel that it is necessary to exercise some
control over channel member pricing policies, an attempt should be
made to do so through what might be called friendly persuasion.
2) Changing Price Policies
Another important channel pricing issue that the manufacturer is almost sure to
face at one time or another is dealing with channel member reactions to major
changes in the manufacturer`s pricing policies and related terms of sale.
Major changes in the manufacturer`s pricing policies are bound to affect channel
members. Typically, channel members become very uneasy when they hear
about significant changes in manufacturer pricing policies or terms of sale.
Indeed, channel members` own pricing strategies may be closely tied to the
existing policies of the manufacturer. Hence, a significant amount of
communication and research into the problems and issues of channel members
is needed to prevent channel conflicts from developing.
3) Passing Price Increases through the Channel
So long as each channel member is able to pass along manufacturer-initiated
price increases to the next channel member, and ultimately to the final user, the
price increase issue is not too worrisome.
But, when the increased prices cannot be totally passed through the channel, and
hence channel members have to begin absorbing some or all of the price
increases by cutting into their margins, price increases become a critical issue.
Added to the direct monetary difficulties arising from such nontransferable price
increases is the ill will that they can create as each channel member blames the
next for the price increase.
Unfortunately, such price increases are too simply passed along in rote fashion
by the manufacturer (and other channel members) before other alternatives or
strategies that could help mitigate the effects of the price increase are given
adequate consideration.
Such alternatives and strategies include the following:
a. More thought to the long- and short-term implications of going
through with the price increase versus attempting to hold the line on
prices should be considered.
b. If passing on the price increase is unavoidable, the manufacturer
should do whatever possible to mitigate the negative effects of the
increase on channel members. Examples include: additional financial
assistance, more liberal payment terms, special deals, or other price-
related strategies.
c. The manufacturer could change its strategies in the other areas of the
marketing mix, particularly product strategy, to help offset the effects of
price increases. For example, the product could be improved or the
product could be downgraded to maintain a price point.
4) Using Price Incentives in the Channel
Pricing strategy is frequently used by manufacturers as a promotional tool. A
wide range of pricing devices is used to carry out such pricing strategy,
including special deals, seasonal discounts, rebates, price reductions, coupons,
two for the price of one, and
a variety of others.
Such enthusiasm for promotional pricing strategies shown by consumers is not
always shared by channel members. Part of the problem can be solved merely by
making pricing promotions as simple and straightforward as possible, so that
channel members can participate with a minimum of time and effort.
The more significant problem underlying some price promotions, however,
stems from the differing price elasticities of consumers versus retailers (and
wholesalers). That is, consumers` responses to price reductions may differ
significantly from those of retailers and wholesalers. The corresponding price
incentives offered to retailers for participating in the price promotion (to
consumers) may not be sufficient to stimulate their desire to be fully involved in
the deal. Many retailers as well as wholesalers will take advantage of
manufacturers` promotions by engaging in forward buying.
Forward buying: Channel members load up on the discounted products featured
in the promotion by passing on the lower price to the consumer for just a portion
of time. The rest of the product is held in inventory by the wholesaler or retailer
for sale at the regular price after the promotional period has ended.
The solution to the problem of getting better mileage out of manufacturer-
initiated price promotions begins with the recognition on the part of the
manufacturer of the differing price elasticities between consumers and retailers.
Price promotion strategies should be designed to be at least as attractive to
retailers as they are to consumers. Retailers and wholesalers often take
advantage of price promotions so as to maximize their profit potential whether
or not it helps the manufacturer or the final consumer.
5) Dealing with the Gray Market and Free Riding
Two of the most troublesome developments affecting the pricing policies and
strategies of many manufacturers of branded products are the gray market and
the related phenomenon of free riding.
Gray market: Refers to the sale, usually at very low prices, of brand-
name products by unauthorized distributors or dealers.
Free riding: A term used to describe the behavior of distributors and
dealers who offer extremely low prices but little if any service to
customers.
The discounters get a free ride from the services provided by the higher-priced
full-service distributors and dealers when the consumer uses the full-service
distributors and/or dealers for product information, and then buy from the lower-
priced vendor.
Gray markets and free riding can both be of serious concern to the
manufacturers of the products involved if these practices are widespread enough
to disrupt the manufacturers` ability to manage their marketing channels.
Channel design decisions that result in more closely controlled channels and
selective distribution as well as changing buyer preferences may help to limit the
growth of the gray market and free riding.
PROMOTION ISSUES IN CHANNEL MANAGEMENT
One of the major tools the manufacturer uses for implementing an integrated
promotional program is selling support by channel members. A manufacturer
must carefully administer promotional strategies to help assure a high degree of
channel member cooperation in the promotion of its products. Research shows
that merely offering more monetary incentives is not sufficient to secure
promotional cooperation from channel members.
Push promotional strategies can be placed into seven general categories: (1)
cooperative advertising, (2) promotional allowances, (3) slotting fees, (4)
display and selling aids, (5) in-store promotions, (6) contests and incentives, and
(7) special deals and merchandising campaigns.
In addition, there are four kinder and gentler push promotions. These are: (1)
training programs, (2) quota specification, (3) missionary selling, and (4) trade
shows. The success of these promotional strategies is influenced greatly by the
degree of cooperation the channel manager can secure from channel members in
the implementation of these strategies.
In recent years, the term promotion has increasingly been used as shorthand for
referring to all of the persuasive communications employed by businesses and
other organizations. These include advertising, personal selling, publicity, sales
promotion, sponsorship, and point-of-purchase communications. Some
marketing texts use the term integrated marketing communications to refer to
the systematic use of several or all of these tools in a coordinated effort to
achieve maximum promotional impact.
Because most products and services are not sold directly to the final consumer,
the promotion programs undertaken by producers, manufacturers, franchisors,
and service creators need the assistance and support of channel members to be
successful.
Thus the effectiveness of the manufacturer`s overall promotional strategy
depends on how skillful the manufacturer is in securing cooperation from
independent channel members in implementing the promotional strategy.
Some manufacturers rely on promotion in the form of advertising to their target
markets to pull their products through the channel and hence indirectly secure
channel cooperation. The belief underlying this so-called pull strategy is that by
building strong consumer demands, the manufacturer will force channel
members to automatically promote the manufacturer`s product because it is in
their obvious self-interest to do so.
This strategy is often insufficient by itself to secure strong channel member
promotional support.
An approach referred to as push strategy, requires more direct involvement by
the manufacturer with channel members in the use of promotional strategies.
The real concept underlying the push strategy should be one of mutual effort and
cooperation between the manufacturer and channel members in the development
and implementation of promotional strategies. The overall trend in promotional
emphasis has been toward push promotion rather than pull, given the increasing
size and power of retailers and wholesalers. About 50 percent of every money
spent on promotion goes for push type promotions.
Promotional Strategies and Channel Member Cooperation
A wide variety of strategies call for the involvement of channel members in the
promotion of the manufacturer`s products. Strategies that involve channel
members stand a higher probability of being favorably received by channel
members when they are part of an overall program of manufacturer support of
channel member needs.
In short, the manufacturer must establish a comprehensive approach for
providing support to channel members if their cooperation in the promotion of
products is expected.
Quelch found four major shortcomings with many push promotions when they
were not developed as an integral part of a more comprehensive program of
channel member support. These are:
a. Frequent promotion deals erode consumer franchises for existing
manufacturer brands, add to the expense of establishing new brands,
and increase consumer price sensitivity.
b. Frequent discounts to channel members offered on products used in
trade deals result in deal-to-deal purchases.
c. Trade buyers often take advantage of discounts but fail to provide
the merchandising support called for and do not pass along all price
discounts to consumers.
d. Some channel members respond to deals by purchasing well above
their own requirements and reselling the excess merchandise to other
retailers at a profit (called diverting).
Consequently, manufacturers may need to put more strategic emphasis on the
development and support of their sales forces calling on the channel members to
gain the support of the trade and consequently, gaining acceptance of the
consumer.
Basic Push Promotional Strategies in Marketing Channels
Promotional strategies emphasizing the push approach initiated by the
manufacturer but requiring channel member support and follow-through can
take many forms. Most can be placed in the following seven categories: (1)
cooperative advertising, (2) promotional allowances, (3) slotting fees, (4)
displays and selling aids, (5) in-store promotions, (6) contests and incentives,
and (7) special deals and merchandising campaigns.
1) Cooperative Advertising
One of the most pervasive forms of promotional assistance offered by the
manufacturer to channel members is that of cooperative advertising. One of the
most common is the sharing of costs on a 50-50 basis up to some percentage of
the retailer`s purchases from the manufacturer.
For the manufacturer, the effectiveness of cooperative advertising as a
promotional strategy depends heavily on the level of support offered by the
channel members.
Specifically, the channel members must:
a. Have sufficient inventory of the advertised product
b. Offer adequate point-of-purchase display
c. Provide personal selling support if required
Getting this kind of support requires careful administration of the cooperative
program by the manufacturer.
2) Promotional Allowances
The most typical strategy used for promotional allowances is to offer the
channel member a direct cash payment or a certain percentage of the purchases
on particular products. The allowances are offered to encourage retailers to buy
more of the manufacturer`s products, to give the products more prominent shelf
space, to feature the products in special floor or end-of-aisle displays, or to
engage in other similar promotional activity.
The availability of scanner data has made it feasible for manufacturers to
measure the effects of promotional programs more accurately.
But, such measurements are taken after the fact. If a manufacturer wants to do
something up front to enhance channel member support and follow-through, the
most positive step to take is to make sure that the promotional allowance
program is consistent with channel member needs.
3) Slotting Fees
Slotting fees or slotting allowances: Payments (either in cash or merchandise) by
manufacturers to persuade channel members, especially retailers, to stock,
display, and support new products.
From the viewpoint of the channel manager, slotting fees must be viewed as a
reality. The channel manager should attempt to work with retailers to discover
areas of commonality leading to slotting fee arrangements that create more win-
win, rather than win-lose situations.
4) Displays and Selling Aids
It is estimated that $25 billion is spent each year on displays and selling aids in
all types of retail stores.
Besides, point-of-purchase (POP) displays, other common types of displays and
selling aids include dealer identification signs, promotional kits, special in-store
displays, and mailing pieces.
Displays and selling aids can be highly effective, but quite often manufacturers
have difficulty getting retailers to use these materials. A wide disparity of
perceived usefulness of such materials often exists between the manufacturer
and channel members. Thus, the channel manager must make an effort to see
whether the firm`s selling aids and displays are serving any useful purpose or
whether they are more of a bother than a help.
5) In-store Promotions
Most in-store promotions are short-term events designed to create added interest
and excitement for the manufacturer`s products.
Regardless of the form of the in-store promotion, the key issue for the channel
manager is whether the retailers perceive benefits from it in the form of
increased sales, profits or recognition for the store.
6) Contests and Incentives
Contests and incentives sponsored by manufacturers to stimulate channel
member sales efforts for their products are another popular form of promotion.
Sometimes the impact of a contest or incentive promotion can be increased by
tying it to some major event at the local, state, national, or even international
level. Push money: Offering monetary rewards directly to channel member
salespeople for pushing certain products. This type of incentives is given to
push the product. In the development of any contest or incentive program, the
manufacturer should go out of its way to determine the views of channel
members toward such forms of promotion.
7) Special Promotional Deals and Merchandising Campaigns
Special promotional deals and merchandising campaigns comprise a catchall
category. It includes a variety of push type promotional deals such as discounts
to channel members to encourage them to order more products, favorable offers
to consumers to foster larger purchases, percentage or cents-off offers, rebates,
coupons, prizes, and premium offers.
The fact that special deals and merchandising campaigns are in such widespread
use does not mean that most manufacturers are happy with them.
These kinds of trade deals can:
a. Erode consumer brand loyalty
b. Foster deal-to-deal purchasing by channel members
c. Fail to provide pass-through savings for consumers
d. Encourage the diverting of merchandise to other retailers and
wholesalers
Trade loading, forward buying or channel stuffing: Occurs when manufacturers
induce retailers and wholesalers to buy far more products than they can sell in a
reasonable period.
Unfortunately, there is no simple solution to the problems created by such
promotional deals. The only defense most manufacturers have is to develop
carefully planned channel promotion strategies that are based on knowledge of
channel member needs and that take a long-term perspective on promotion
through the marketing channel.
Kinder and Gentler Push Promotion Strategies in Marketing Channels
Other promotional strategies, whose ultimate purpose is also to get channel
members to push a particular manufacturer`s products, stress doing so using
more finesse, subtlety, and a more circuitous route. We refer to these as kinder
and gentler push promotions. The most important of these are: (1) training
programs, (2) quota specification, (3) missionary selling, and (4) trade shows.
1) Training Programs
Training programs aimed at improving the performance of the channel
members` salespeople can be one of the most effective strategies for building
channel member promotional cooperation. Such programs can demonstrate in a
highly visible way the manufacturer`s commitment to helping channel members
in an area in which many of them need help.
In order to be effective, however, manufacturer-sponsored training programs for
channel member salespeople must be planned to meet the particular needs of the
channel members and must be implemented in a manner that is acceptable to
them.
A) Wholesale Level Training Programs
Training programs at the wholesale level should be aimed at helping the
wholesaler`s salespeople in three major areas:
1. Their knowledge of the manufacturer`s product
2. Their selling techniques
3. Their skill in counseling the customers they call on
B) Retail Level Training Programs
Training programs aimed at retail salespeople are useful for products that still
need a significant level of personal sales assistance. Sales training at the retail
level should emphasize:
1. Product knowledge
2. Selling technique
2) Quota Specification
Sales Quotas: The sales volume that manufacturers specify for channel members
to generate during a certain period of time.
Manufacturers set quotas in the belief that they will spur channel members on to
greater effort in return for rewards offered for reaching or exceeding the quotas.
Sales quotas if used properly can be an effective promotional strategy for
improving channel member promotional support. The key to using quotas
properly lies in the context in which they are presented to the channel members.
If they are presented in a coercive fashion, they will produce ill will and conflict.
Further, if the manufacturer`s line does not make up an important part of the
channel member`s product mix, the channel member may simply ignore the
quota. On the other hand, if quotas are developed in conjunction with the
channel members, and if they are presented in the context of providing
information on the sales potentials in the channel members` territories, they can
be a positive force in fostering channel member support.
3) Missionary Selling
Missionary selling term was first used to describe the activities of
manufacturer`s salespeople who were sent specifically to convince distributors
that they should handle the manufacturer`s new products.
Today, the term is usually applied to any of the manufacturer`s salespeople who
are specially assigned to supplement the selling activities of channel members.
In the consumer goods industries, missionary salespeople can perform any of the
following activities:
a. Checking wholesale and retail inventory levels
b. Calling on retailers to inform them of new products
c. Helping to arrange window and in-store displays
d. Answering the wholesalers` and retailers` questions and providing
advice and training
e. Trying to promote goodwill
f. Taking orders for merchandise
In the business-to-business market, they are often involved in:
a. Training distributor salespeople
b. Accompanying distributor salespeople on sales calls to assist their
selling efforts
c. Taking initial orders for new products from the final user
d. Providing technical assistance
e. Helping distributors` salespeople to close sales, especially those
requiring technical expertise
The use of missionary salespeople in building channel member promotional
support is a two-edged sword. On the positive side, missionary selling is a useful
promotional strategy when the channel member lacks the sales capacity or
competency to handle all of the tasks assigned and desires this kind of
assistance.
On the negative side, several problems can exist:
a. Using missionary salespeople is expensive
b. Missionary selling can lead to conflicts in the channel when these
missionary salespeople begin performing many of the channel member`s
tasks
c. Some channel members view missionary salespeople as bothersome
because they take up too much of the time of their own sales force
The channel manager must therefore pay careful attention to the attitudes
of channel members toward the use of missionary salespeople.
4) Trade Shows
Trade shows are usually annual events organized by associations in industries.
The main objective of participating in a trade show (aside from making sales) is
to attain the maximum impact and gain the widest recognition for the firm`s
products? especially new products? and thus enhance the firm`s recognition and
respect among its relevant publics. From the standpoint of the manufacturer,
using trade shows as a promotional strategy for motivating channel members
can be worthwhile.
a. It provides an opportunity to sell to existing and new channel
members.
b. It provides an opportunity to show channel members new products,
strategies, and promotional programs on a face-to-face basis.
c. It offers a chance to socialize with channel members in ways that
might not be possible in the course of regular business relationships.
d. Perhaps the most important from a long-run channel promotional
strategy standpoint, is that a strong presence and impact made by the
manufacturer ? especially if it seems to shine above other competing
manufacturers at the show ? can create a sense of pride and belonging in
the channel members that sell its products.
LOGISTICS AND CHANNEL MANAGEMENT
Logistics, the synonymous term of physical distribution, involves planning,
implementing, and controlling the physical flow of materials from the point of
origin to the point of the consumer at a profit. The role of logistics is to get the
right amount of product to the right places in the right time.
There are six components of the logistics system: (1) transportation, (2)
materials handling, (3) order processing, (4) inventory control, (5) warehousing,
and (6) packaging.
Channel management interfaces with logistics management in four areas: (1)
defining channel member service standards, (2) making sure a proposed logistics
program meets these standards, (3) selling the program to the channel members,
and (4) monitoring the program to see if it continually meets the demands of the
channel members.
No matter how well designed and/or well implemented, over time channel
members` changing needs are sure to create shortcomings. Careful monitoring
of the system should help spot such deficiencies before they become areas of
channel conflict.
Logistics or physical distribution (PD): Planning, implementing, and controlling
the physical flows of materials and final goods from points of origin to
points of use to meet customers` needs at a profit.
Supply chain management: Emphasizes close cooperation and comprehensive
interorganizational management to integrate the logistical operations of the
different firms in the channel.
Four Key Areas of Interface between Logistics and Channel Management
Channel management and logistics management go together hand in hand to
provide effective and efficient distribution. The meshing of channel
management and logistics management requires good coordination.
This especially applies to four major areas of interface between channel
management and logistics management.
1) Defining the kinds of logistics service standards that channel members
want
2) Making sure that the proposed logistics program designed by the
manufacturer meets the channel member service standards
3) Selling the channel members on the logistics program
4) Monitoring the results of the logistics program once it has been instituted
1) Defining Logistics Service Standards
In general, the higher the service standards the manufacturer offers the higher
the costs. It is usually not possible to completely escape the trade-off of higher
costs for higher service standards. Thus, the key issue facing the channel
manager with respect to defining logistics service standards is to determine
precisely the types and levels of logistics service desired by the channel
members. To deal with this issue effectively, the channel manager needs to
obtain the channel members` views about what kinds of service standards they
want before developing a logistics program. However, fewer than 20 percent of
manufacturer`s make a systematic attempt to find out the service standard needs
of their customers. Bienstock, Mentzer, and Bird found three key factors?the
timeliness of deliveries, the availability of products, and the condition of
products?significantly influenced purchasing managers` perceptions of the
quality of logistical service, with timeliness being the most important of the
three. These authors called this physical distribution service quality (PDSQ).
The development of logistics service standards should not be based solely on
what the manufacturer wants; the views of the channel members should also be
incorporated. If this is done, the set of logistics standards is much more likely to
reflect what the channel members actually want.
2) Evaluating the Logistics Program
A logistics program may be offered to channel members as a separate entity or
may be included as a major component of the manufacturer`s overall approach
for supporting channel member needs. The logistics program may be a key
feature of a channel partnership or strategic alliance.
The channel manager should play a role to ensure that the program does indeed
meet the channel members` service requirements. It does require the channel
manager to have a clear understanding of the objectives of the logistics program.
In short, it is the job of the channel manager to make sure that the program is
really what the channel members want.
3) Selling the Channel Members on the Logistics Program
Stewart suggests several types of appeals to help sell the logistics program to
channel members. Manufacturers should emphasize that a new logistics program
can foster:
A) Fewer out-of-stock occurrences.
B) Reduced channel member inventories
C) Increased manufacturer support for channel members.
A) Minimizing Out-Of-Stock Occurrences
By minimizing out-of-stock occurrences through an improved logistics program,
sales lost by the channel members will be reduced. Overselling the benefits of
the new system to the channel members should be avoided due to some systems
failing to live up to expected promises. Two systems that do seem to work are
computer-to-computer ordering and EDI.
B) Reducing Channel Member Inventory Requirements
A well-designed and responsive logistics program can mean shortened channel
member order cycles, which means that they can carry less inventory.
Kanban system or Just in Time Inventory (JIT): The principle of JIT is to have
only enough inventory on hand to meet the immediate production requirements
with no reserve stock.
JIT depends upon excellent cooperation between the manufacturer and its
suppliers and also on a superbly designed and executed logistics system. If done
well, it can reduce inventory costs by sometimes well over 50 percent!
C) Strengthening the Manufacturer?Channel Member Relationship
A carefully designed logistics program aimed at improving service to the
channel members can serve as one of the most tangible signs of the
manufacturer`s concern and commitment to the channel members` success. In
presenting a proposed logistics program to the channel members, the
manufacturer should emphasize that the program was conceived to help them
(channel members) be more successful. An improved logistics management
system offers great potential as a strategic marketing tool ? as it will offer
greater potential to those manufacturers who are able to, with their superior
logistics capabilities, help channel members improve their logistics and
marketing capabilities as well.
4) Monitoring the Logistics System
Logistics systems must be continuously monitored, both in terms of how
successful they are in performing for the manufacturer and, just as important,
how well they are meeting channel member needs. The channel manager should
continually monitor the channel members` reactions to the logistics program.
The most effective way is to conduct a survey of a sample of channel members.
The survey should be part of the overall marketing channel audit. If the survey
or audit finds areas for improvement or deficiencies, the manufacturer must
actually follow through and make these improvements or correct these
deficiencies. Channel member satisfaction with the manufacturer`s logistics
program tends to decrease when channel members, who pointed out the
deficiencies, do not see subsequent improvements or attempts to improve. A
manufacturer is more likely to make these changes if it views the logistics
program as an integral part of its overall marketing program.
MOTIVATING THE CHANNEL MEMBERS
Channel management is necessary, and a fundamental part of channel
management is that of motivating the channel members. The facets of
motivation management in the channel are: (1) learning about the needs and
problems of the channel members, (2) developing programs to support their
needs, and (3) providing leadership. Good channel support programs require
careful planning and fall into three areas: (1) cooperative agreements, (2)
partnership and strategic alliances, and (3) distribution programming.
Leadership must still be exercised on a continuing basis if motivation programs
are to operate effectively and viably.
Motivation:
Refers to the actions taken by the manufacturer to foster channel member
cooperation in implementing the manufacturer`s distribution objectives.
There are three basic facets involved in motivation management:
1. Finding out the needs and problems of channel members
2. Offering support to the channel members that is consistent with their
needs and problems
3. Providing leadership through the effective use of power
Finding Out the Needs and Problems of Channel Members
Before the channel manager can successfully motivate channel members, an
attempt must be made to learn what the members want for the channel
relationship. Manufacturers are often unaware of or insensitive to the needs and
problems of their channel members.
1) Approaches for Learning about Channel Member Needs and Problems
All marketing channels have a flow of information running through them as part
of the formal and informal communications systems that exist in the channel.
Ideally, such systems would provide the manufacturer with all of the
information needed on channel member needs and problems. However, most
marketing channel communication systems have not been formally planned and
carefully constructed to provide a comprehensive flow of timely information.
Consequently, the channel manager should not rely solely on the regular flow of
information coming from the existing channel communication system for
accurate and timely information on channel member needs and problems.
There is a need to go beyond the regular system and make use of one or all of
the following four additional approaches.
A) Research Studies of Channel Members
Most manufacturers never conduct research of channel member needs and
problems. Estimates indicate that less than one percent of manufacturers`
research budgets are spent on channel member research.
B) Research Studies by Outside Parties
Research designed and executed by a third party is sometimes necessary if
complete and unbiased data on channel member needs and problems are to be
obtained.
The use of outside parties to conduct research on channel member needs and
problems provides higher assurance of objectivity.
C) Marketing Channel Audits
The basic thrust of this approach should be to gather data on how channel
members perceive the manufacturer`s marketing program and its component
parts, where the relationships are strong and weak, and what is expected of the
manufacturer to make the channel relationship viable and optimal. For example,
a manufacturer may want to gather data from channel members on what their
needs and problems are in areas such as:
Pricing policies, margins, and allowances
Extent and nature of the product line
New products and their marketing development through promotion
Servicing policies and procedures such as invoicing, order dating,
shipping, warehousing and others
Sales force performance in servicing the accounts
Further, the marketing channel audit should identify and define in detail the
issues relevant to the manufacturer?wholesaler and/or manufacturer?retailer
relationship. Whatever areas and issues are chosen, they should be cross-
tabulated or correlated as to kind of channel members, geographical location of
channel members, sales volume levels achieved, and any other variables that
might be relevant. Finally, for the marketing channel audit to work effectively, it
must be done on a periodic and regular basis so as to capture trends and patterns.
Emerging issues are more likely to be spotted if the audit is performed on a
regular basis.
D) Distributor Advisory Councils
Three significant benefits emerge from the use of a distributor advisory council.
First, it provides recognition for the channel members. Second, it provides a
vehicle for identifying and discussing mutual needs and problems that are not
transmitted through regular channel information flows. And third, it results in an
overall improvement of channel communications, which in turn helps the
manufacturer to learn more about the needs and problems of channel members,
and vice versa.
Offering Support to Channel Members
Support for channel members refers to the manufacturer`s efforts in helping
channel members to meet their needs and solve their problems. Such support for
channel members is all too often offered on a disorganized and ad hoc basis.
The attainment of a highly motivated cooperating team of channel members in
an interorganizational setting requires carefully planned programs.
Such programs can generally be grouped into one of the following three
categories: (1) cooperative, (2) partnership or strategic alliance, and (3)
distribution programming.
1) Cooperative Arrangements
Cooperative arrangements between the manufacturer and channel members at
the wholesale and retail levels have traditionally been used as the most common
means of motivating channel members in conventional, loosely aligned
channels.
The underlying rationale of all such cooperative programs, from the
manufacturer`s point of view, is to provide incentives for getting extra effort
from channel members in the promotion of the products.
2) Partnerships and Strategic Alliances
Partnerships or strategic alliances stress a continuing and mutually supportive
relationship between the manufacturer and its channel members in an effort to
provide a more highly motivated team, network, or alliance of channel partners.
Webster points to three basic phases in the development of a partnership
arrangement between channel members.
An explicit statement of policies should be made by the manufacturer
in such areas as product availability, technical support, pricing and
any other relevant areas.
An assessment should be done of all existing distributors as to their
capabilities for fulfilling their roles.
The manufacturer should continually appraise the appropriateness of
the policies that guide his or her relationship with channel members.
Webster`s basic guidelines can be used for establishing partnerships or strategic
alliances in marketing channels.
3) Distribution Programming
Distribution programming: A comprehensive set of policies for the promotion
of a product through the channel.
The essence of this approach is the development of a planned, professionally
managed channel. The first step in developing a comprehensive distribution
program is an analysis by the manufacturer of marketing objectives and the
kinds and levels of support needed from channel members to achieve these
objectives.
Further, the manufacturer must ascertain the needs and problem areas of channel
members. Nevertheless, virtually all of the policy options available can be
categorized into three major groups:
a. Those offering price concessions to channel members
b. Those offering financial assistance and non financial assistance
Financial assistance
Financial assistance include higher margins extended credit time, bonuses, and
reimbursement of expenses. The problem with most financial rewards,
particularly higher margins and bonus, is that retailers use them to reduce prices
for their customers. The net effect is that effectively their profits never go up.
Hence, when the financial rewards are going to be retained by dealers, non
financial rewards assume importance.
Non-Financial assistance
The Non-financial assistance are contests, public recognition for higher
performance through mementos, paid holidays at company expense at holiday
resorts in India and abroad non-financial incentives and training. Bajaj
Electricals, Parle (Exports), Philips and several others are known to
acknowledge their high performing dealers or franchises at their annual get
togethers. Companies like Reliance, Videocon and others are known to sponsor
holidays for their high performance dealers at foreign destinations like Bangkok,
Singapore and so on.
Some other non-financial motivation schemes, aimed at making channel
members partners and manufacturers salesperson some times spending a day
with dealers representatives in market and jointly breaking in major or
through customers.
Increasingly, today the task of motivating channel members is becoming
complex and demands an innovative approach to making channel members
partners corporate growth.
c. Those offering some kind of protection for channel members
Providing Leadership to Motivate Channel Members
Control must still be exercised through effective leadership on a continuing
basis to attain a well-motivated team of channel members. Seldom is it possible
for the channel manager to achieve total control, no matter how much power
underlies his or her leadership attempts. For the most part, a theoretical state,
where the channel manager were able to predict all events related to the channel
with perfect accuracy, and achieve the desired outcomes at all times, does not
exist or is not achievable in the reality of an interorganizational system such as
the marketing channel.
EVALUATING CHANNEL MEMBER PERFORMANCE
The scope and frequency of channel member performance evaluations are
affected by (1) the degree of manufacturer`s control over the channel members,
(2) the relative importance of channel members, (3) the nature of the product,
and (4) the number of channel members involved. While many criteria can be
used to evaluate channel member performance the most basic and important of
these are: (1) sales performance of channel members to their customers, (2) the
level of inventory maintained, (3) channel members` selling capabilities, (4)
attitudes of channel members, (5) the way channel members deal with
competitive product lines and competitors, and (6) the general growth prospects
of channel members. The application of these criteria to evaluate channel
member performance can be approached in three ways: (1) separate performance
evaluations on one or more criteria, (2) multiple criteria combined informally,
and (3) multiple criteria combined formally to arrive at a quantitative index.
Corrective actions should be taken for those channel members who do not meet
minimum performance standards. The channel manager should attempt to
uncover why these problems exist (the underlying cause) and help channel
members to solve these problems.
The success of the firm in meeting its objectives depends on how well the firm`s
independent channel members perform. In evaluating channel members, the
channel manager is dealing with independent business firms and the setting of
the evaluation process is interorganizational. There are two important
background issues related to channel member performance evaluation. These
are: (1) factors affecting the scope and frequency of evaluations and (2) the
distinction between monitoring channel member performance and
comprehensive performance evaluation.
Factors Affecting Scope and Frequency of Evaluations
Four factors affect the scope and frequency of channel member evaluations: (1)
degree of the manufacturer`s control over the channel members, (2) relative
importance of the channel members, (3) nature of the products, and (4) number
of channel members.
1) Degree of Control
The degree of control a producer, manufacturer, or franchisor has over its
channel members plays a major role in determining the scope and frequency of
its evaluation. If the degree is strong, then the manufacturer can demand a
greater amount of information on the channel members` performance. If the
manufacturer lacks strong control over its channel members, then the amount of
information available to the channel manager is limited.
2) Importance of Channel Members
For the manufacturer who sells all of its output through intermediaries, the
evaluation of channel members is likely to be much more comprehensive than
for manufacturers who rely less on intermediaries. This is because the firm`s
success in the market is so directly dependent on the channel members`
performance.
3) Nature of the Product
Generally, the more complex the product is, the broader the scope of the
evaluation, and vice versa. For products of very high unit value, the channel
manager is likely to evaluate the channel members` performance carefully.
4) Number of Channel Members
For the manufacturer using intensive distribution, channel member evaluation
may be little more than an evaluation by exception. At the other end,
manufacturer`s who use selective distribution find that their close working
relationships with their channel members gives them access to a broad range of
data enabling them to conduct very comprehensive performance evaluations.
Performance Evaluations versus Day-to-Day Monitoring
The first type of evaluation is basically a routine, day-to-day monitoring of the
performance of the channel members based almost exclusively on sales criteria.
The second approach is a much broader and more comprehensive evaluation
procedure that usually involves a number of criteria besides sales. This is
referred to as a channel member performance audit.
Channel Member Performance Audit
Channel member performance audit is a periodic and comprehensive review of
channel member performance. The channel member performance audit consists
of three phases: (1) developing criteria for measuring channel member
performance, (2) periodically evaluating channel members` performance against
the criteria, and (3) recommending corrective actions to reduce inadequate
performances.
1) Developing Criteria
Many possible criteria can be used. Most manufacturers use a combination of
the following: sales performance, inventory maintained, selling capabilities,
attitudes, competition faced by channel members, and the general growth
prospects of the channel members.
A) Sales Performance
Sales performance is the most important and commonly used criterion for
evaluating channel member performance. In examining the channel member`s
sales performance, the channel manager should distinguish between: Sales of
the manufacturer to the channel member The channel member`s sales of the
manufacturer`s products to customers Whenever possible, the channel manager
should attempt to get sales data from the channel members on their sales of the
manufacturer`s product to their customers. If unavailable, then the manufacturer
must use data on sales to the channel members as its best approximation. The
channel manager should evaluate sales data in terms of the following: A
comparison of the channel members` current sales to historical sales. Here the
channel manager should look for both total figures and specific figures by
product line if data is available. Cross comparisons with those of other channel
members. It is quite common for a small number of channel members to account
for a major portion of the sales (80/20 rule). Often this pattern results in a
disproportionately high level of marketing costs relative to the sales generated
by low-performing channel members. Comparisons of the channel member`s
sales with predetermined quotas, if assigned. The channel manager should look
at the actual sales in comparison to the quota and, not only look at the ratio
itself, but also consider it in light of the performances turned in by other channel
members.
B) Inventory Maintenance
Maintaining an adequate level of inventory is another major indicator of channel
member performance. Essentially, the manufacturer wants the channel member
to live up to its obligations regarding inventory-stocking requirements. If the
manufacturer puts a great deal of weight on inventory maintenance as a criterion
of channel member performance, an attempt should be made to include this in a
formal agreement during the selection phase of channel design.Actual checking
on the level of inventory maintained by the channel member may range from
being simple to very difficult.
C) Selling Capabilities
Many manufacturers believe it is worthwhile to evaluate channel members` sales
capabilities more directly by appraising their salespeople. The manufacturer
should pay attention to such factors as: The number of salespeople the channel
member assigns to the manufacturer`s line. This provides insight into the
exposure and market coverage the manufacturer`s products are receiving. The
technical knowledge and competence of the channel member`s salespeople.
Technical and competence ratings are judgmental where the amount of extra
sales time requested by a channel member is a proxy measure of the
salesperson`s technical knowledge and competency. Salesperson interest in the
manufacturer`s product. This can be measured by the use of attendance at
manufacturer-sponsored seminars, schools, and clinics, reports from the channel
member`s customers, and the manufacturer`s own field salespeople.
D) Attitudes of Channel Members
The importance of favorable channel member attitudes toward the manufacturer
and its product lines should not be underestimated as a criteria that affects sales
performance. Unfortunately, channel member attitudes are usually not evaluated
until their sales performance is unsatisfactory. Attitudinal problems are
addressed only after they have contributed to poor performance. In order to spot
negative channel member attitudes before they affect performance, attitudes
should be evaluated independently of sales data.
E) Competition
The channel manager should consider two types of competition when evaluating
channel member performance: Competition from other intermediaries. This
helps put channel member`s performance in perspective. If it turns out that the
territory is composed of extraordinary levels of competition, the manufacturer
may be able to provide extra support to the channel member. Second, this
information can be useful in the event that the manufacturer wants to add new
channel members or replace existing ones. Competition from other product
lines carried by the manufacturer`s own channel members. The main question to
evaluate here is the relative support offered by
the channel member for the manufacturer`s products versus the manufacturer`s
competition. By spotting changes in emphasis early, the channel manager can
take appropriate measures before the channel member`s actions are reflected in
lower sales figures.
F) General Growth Prospects
In periodically evaluating channel members in terms of the growth prospect, the
channel manager will gain valuable overall view of the total channel system.
This will provide highly useful information for formulating realistic objectives
for the coming year(s) and particularly for projecting the role of the channel
members in the company`s future marketing strategies.
G) Other Criteria
The most important of these criteria is the financial status of channel members,
their character and reputation, and the quality of service offered by channel
members to their customers. If channel members have been paying their bills
promptly, there is usually little need for further evaluation. Some manufacturers
make regular reviews of their channel members` financial statements to obtain
early warning signs of possible financial deterioration that might adversely
affect the manufacturer at a later date. With respect to the character and
reputation of channel members, changes can occur, especially if there has been a
change of ownership or if changes have been made to a channel member`s
operating policies. This evaluation can usually be accomplished by talking to the
channel members` customers. The quality and service offered by channel
member is ultimately reflected in their sales performance. If it is suspected that
particular channel members may be slipping in providing service to their
customers, the manufacturer should investigate this problem before it shows up
in decreased channel member sales performance. Finally, is the concept of
channel member satisfaction. This criterion has been labeled as social
satisfaction rather than economic satisfaction of what channel members want
from the relationship.
2) Applying Performance Criteria
There are essentially three approaches that may be used: A) Separate
performance evaluations on one or more of the criteria
B) Multiple criteria combined informally to evaluate overall performance
qualitatively C) Multiple criteria combined formally to arrive at a quantitative
index of overall performance.
A) Separate Performance Evaluations
Separate performance evaluations measure channel member performance
against one or more of the criteria discussed previously. The operational
measures used to evaluate performance are applied separately. The advantage of
this approach is that it is simple and fast. A significant disadvantage is that this
separate approach offers little insight into overall performance.
B) Multiple Criteria Combined Informally
This approach attempts to combine the various criteria into an overall judgment
about channel member performance. The various performance measures are
combined only in an informal and qualitative manner; that is, the relative
importance and weights assigned to each of the performance measures are not
made explicit and no formal quantitative index of overall performance is
computed. This approach is often referred to as the black box type. The major
advantage is its simplicity and flexibility. Three major problems are associated
with this approach, however. The first involves trade-offs in performance ratings
(done well in one, not so well in another). The second is that of making
performance comparisons among channel members, and the third is that this
approach still does not offer a single quantitative index reflecting overall
performance.
C) Multiple Criteria Combined Formally
A formal rating system using multiple criteria enables the channel manager to
arrive at an overall quantitative performance rating for each channel member.
This approach consists of the following five steps: 1. Criteria and associated
operational measures are decided on. 2. Weights are assigned to each of the
criteria to reflect their relative importance. 3. Each channel member being
evaluated is then rated on each of the criteria on a scale of 0 to 10. 4. The score
on each criterion is multiplied by the weight for that criterion. This yields
weighted criterion ratings. 5. The weighted criterion ratings are summed to yield
the overall performance rating (index) for each channel member.
If more than one operational method is used to represent each criterion
category, weights may be assigned to each of the measures and the scoring done
on each of the measures. Total scores for each criterion are then added together
to arrive at the overall performance score. The major advantages of this
approach are that the weights assigned to the criteria and the associated
operational performance measures are made explicit, and an overall quantitative
index of performance is obtained.
3) Recommending Corrective Actions In general, manufacturers should try to
recommend corrective actions to improve the performance of channel members
who are not meeting minimum performance standards. Terminations of these
channel members should be used only as a last resort.
CHANNEL DYNAMICS
Distribution channels do not stand still. New wholesaling and retailing
institutions emerge, and new channel system evolves. In this section will look at
the recent growth of vertical, horizontal and multi channel marketing systems.
VERTICAL MARKETING SYSTEMS
One of the most significant recent channel developments is the rise of vertical
marketing systems, which have emerged to challenge conventional marketing
channels. A conventional marketing channel comprises an independent
producer, wholesaler, and retailer. Each is a separate business entity seeking to
maximize its own profits. No channel member has completed a substantial
control over the other members.
A vertical marketing, marketing system (VMS) by contrast, comprises the
producer, wholesaler and retailer acting as a unified system. One channel
member owns the others a franchises them or has so much power that they all
cooperate. The vertical marketing system can be dominated by the producer, the
wholesaler or the retailer.
A marketing channel that is professionally managed and centrally controlled by
a single marketing channel member is a vertical marketing system(VMS).
Vertical marketing system improve distribution efficiency by combining the
efforts of individual channel members.
TYPES OF VERTICAL MARKETING SYSTEM.
There are three types of vertical marketing system.
Corporate
Vertical
Marketing
Systems
Administrated
Contractual
Corporate Vertical Marketing System
In corporate VMS, successive stages of a marketing channel are united under
one owner ship. A corporate VMS combines successive stage of production and
distribution under single ownership. For example, singer owns the retail outlets
that sell is sewing machines, fire stone Tire & Rubber co owns many of the
outlets that sell its tires. Raymonds owns some retail stores across the country,
while also producing textiles and woolens. Bata and woodlands own their shoe
shops across the country while also manufacturing foot wears.
Administrated Vertical Marketing System
In administrated VMS, a marketing channel in which channel members remain
independent but informal coordination allows for effective inter organizational
management. An administrated VMS coordinates successive stages of
production and distribution not through common ownership but through the size
and power of one of the member. Manufactures of dominate brand are able to
secure strong trade cooperation and support from resellers. Brand leader or
firms that are market leaders are able to obtain trade cooperation. Firms like
Hindustan Lever, Lipton, Proctor and Gamble, Nestle, Telco, Maruthi and
others are able to get shelf space, promotional support, and also support for price
policies from the trade, mainly because their brands are market leaders. Kellogg
Co., Campbell soup company use administrated channels.
Contractual Vertical Marketing System
In a contractual VMS, a marketing channel in which channel members are
independent but have inter organizational relationships that are formalized
through contracts or other legal agreements. A contractual VMS consists of
independent firms at different level of production and distribution integrating
their programs on a contractual basis to obtain more economics and / or sales
impact than they could achieve alone, many computer training companies like
NIIT, Aptech, SSI, etc. grew through this model. Johnson and Lawrence call this
as Value?adding partnerships(VAPs).
Contractual VMS are of three types.
Contractual
Wholesaler ?sponsored voluntary chain
vertical
marketing
Retailer cooperatives
system
Franchise organizations
WHOLESALER ? SPONSORED VOLUNTARY CHAIN
Wholesalers organize voluntary chains of independent retailers to help them
complete with large chain organization. The wholesaler develops a program in
which independent retailers standardize their selling practices and achieve
buying economies that enable the group to complete effectively with chain
organizations. A wholesaler, by banding together a number of independently
owned retailers in a voluntary group, can provide goods and support services for
more economically than these some retailers could secure solely as individuals.
McKesson`s greatest strength is the nearly 3300 independent drug stores that
operate as part of its voluntary chain under the value-Rite name, which provides
purchasing power, sales promotions and ancillary services from car leasing to
insurance.
RETAILER COOPERATIVES
Retailer cooperatives consists of independent retailers who set up a central
buying organization and conduct joint promotional efforts. It is a voluntary
association, but the impetus for the cooperative come from the retailers rather
than from a wholesaler. The retailers might take initiative and organize a new
business entity to carry on wholesaling and possibly some production. Members
concentrate their purchase through retailer cooperatives and plan their
advertising jointly. Profit are passes back to members in proportion to their
purchases. Retailer?sponsored cooperatives have been important in the
marketing of foods. For example, Topco Associates is owned cooperatively by a
group of supermarket chains and grocery wholesalers located in various markets
through out the country. The TOPCO`S control function is to serve its 25 owner-
member companies in the purchasing, product development, quality control,
packing and promotion of a wide variety of private label (controlled-brand) food
such as Top Frost, Food club and non-food products.
Expect for ownership difference, wholesaler and retailer cooperatives operate in
much the same ways. Members join with the understanding that they will
purchase a substantial portion of their merchandise from the group and will
standardize retail advertising, identification and operating procedures as
necessary to confirm with those of the group to obtain economics and better
impact. Members usually contribute to a common advertising fund and operates
stores under a common name.
In theory, wholesaler- sponsored voluntary group should be move effective
competition then retailer cooperatives, primarily because of the difference in
channel organization between the two. In the wholesaler sponsored voluntary
group, a wholesaler can provide strong leadership, because it represents the
locus of power with in the system. In a retailer ? sponsored cooperative, power
is diffused through out the membership and therefore role specification and
resource allocation are more difficult to accomplish. In the wholesaler voluntary
group, the retail member`s have relinguished some of their autonomy by making
themselves highly dependent on specific wholesalers for expertise. In retailer
cooperatives, individual members tend to retain more autonomy and thus may
tend to depend much less strongly on the supply unit for assistance and
direction.
FRANCHISE SYSTEM
One of the most confusing problems in understanding contractual vertical
marketing systems is the term franchise it self. Franchising generally refers to a
specific way of getting into business and ensuring a revenue stream once outlets
are established. It involves such things as royalty payments, fees, and initial
charges that franchisees pay to franchisors. There are, however, lots of franchise
arrangements that do not involve such cumbersome transactions. In these cases,
frequently called Product franchising. some one ( a manufacturer or a
wholesaler, usually) franchises (authorizes) retailers or dealers to be part of its
system of selective or exclusive distribution. Payment to the organizer of the
system is generally though the gross margins received on the sale of
merchandise to the authorized franchise outlets. Business land stores are
authorized franchise outlets for IBM personal computers; in contrast the local
McDonald`s restaurant is most likely a franchisee of McDonald`s Corporation.
In both cases the retailers are independent businessmen, and in both cases a
contract exists that specified roles. But the systems are very different in terms of
the financial and managerial arrangements that binds the parties. In the former
instance, the relationships between Businessland and IBM is forged with respect
to specific products trademarked by IBM that it sells outright to Business land.
In the latter case, McDonald`s relationship with its franchisees involves royalties
and an entire business format that McDonald`s instructs its franchisees to use.
It is because of this confusion that the remainder of this section is divided into
two parts, the first dealing with authorized franchise systems and the other with
franchisee/franchisor systems.
Authorized Franchise System To maintain some semblance of control over
the marketing of their products, suppliers will authorize wholesale or retail
outlets. Simply put, the means that they are trying to limit the distribution of
their products to those outlets that meet some minimum criteria they have
establishes regarding the outlet`s degree of participation in one or more of the
marketing flows. In these situations a franchisor authorizes distributors
(wholesalers or retailers or both) to sell a product or product line using it trade
name for promotional purposes. The focus in product franchising is on what is
sold. Examples are authorized tire, auto, computer, major appliance, television,
and household furniture dealers whose suppliers have established strong brand
names. Such authorization can also be granted at the wholesale level-for
example, to soft drink bottlers and distributors or dealers by manufacturers of
electrical and electronics equipments( Square D, Allen Bradley, General
Electric), office furniture (steelcase), machine tools (DoAll), and
semiconductors (Texas Instruments, Motorola).
Franchisor/Franchisee System A franchisor/franchisee system is defined here
as an entire business format where one firm (the franchisor) licenses a number
of outlets ( franchisees) to market a product to service and engage in a business
developed by the franchisor using the latter`s trade names, trademarks, service
marks, know-how, and methods of doing business. In contrast to product
franchising, the focus here is on how the business is run. The franchisor`s
primary compensation comes in the form of royalties and/or fees. The franchisor
may also sell the products, sell or lease the equipment, and/or sell or lease the
premises necessary to the operation. For example, McDonald`s insists that all of
its units purchase from approved suppliers, provides building and design
specifications, provides or helps locate financing for its franchisees, and issues
quality standards that each unit must abide by in order to hold its franchise.
Franchisor/franchisee systems are present in almost all business fields. It can be
readily seen that the franchisee system covers a wide variety of goods and
services ? accounting services, auto accessories, auto rentals, campgrounds,
computer services, dry cleaning, employment agencies, fast foods, convenience
food markets , and vending machine operations, among others. Like
entrepreneurs, franchisees invest their money and own their business but they
don`t have to develop a new product, create a new company, or test the market.
In return, the franchisees give up some independence and pay franchisors
anywhere from 1.5 to 12 percent of gross sales.
Most of the growth in franchising in recent years has come from business format
franchising (versus product franchising) in which the franchisor rules nearly
every aspect of the enterprise, from an outlet`s appearance to worker training.
However, holding a franchise or operating under franchise name apparently has
no connection at all with chances of entrepreneurial survival.
Types of Franchise Systems
Type
Explanation
Territorial
The franchise granted encompasses several counties or states.
franchise
The holder of franchise assumes the responsibility for setting up
and training individual franchisees within his territory and
obtains an override on all sales in his territory.
Operating
The individual independent franchisee who runs his own
franchise
franchise. He deals either directly with the parent organization
or with the territorial franchise holder.
Mobile
A franchise that dispenses its product from a moving vehicle,
franchise
which is either owned by the franchisee or leased from the
franchisors. Examples include Country Store on Wheels and
snap-On Tools.
Distributor
The franchisee takes title to various goods and further
ship
distributes them to sub franchisees. The distributor has exclusive
coverage of a wide geographical area and acts as a supply house
for the franchisees who carry the product.
Co-owner
The franchisor and franchisee share the investment and profits.
ship
An example is Denny`s Restaurant.
Co-
The franchisor controls the major part of the investment. The
management partner manager shares profits proportionately. Examples
include Travel lodge and Holiday Inn the Hotel and motel
business.
Leasing
The franchisor leases the land, buildings and equipment to
franchisees. Leasing is used conjunction with other provisions.
Licensing
The franchisor licenses the franchisee to use his trademarks and
business techniques. The franchisor either supplies the product
or provides franchisees with a list of approved suppliers.
Manufacturing The franchisor grants a franchise to manufacture its product
through the use of specified materials and techniques. The
franchise distributes the product, utilizing the franchisor`s
techniques. The method enables a national manufacturer to
distribute regionally when distribution costs from central
manufacturing facilities are prohibitive. One example is sealy.
Service
The franchisor describes patterns by which a franchisee
supplies a professional service, as exemplified by employment
agencies.
Rationale for Franchising Franchise system represent the extreme form of
limiting the market, short of outright ownership. That is through the stipulations
in the contracts they sign, the parties purposively subvert and circumscribe the
market place existing between them. Schedules are set, programs are
constructed, and commitments are made so that the end user can receive the
beneficial outcome of the (it is hoped) synergistic efforts of the franchisor and
franchisee. Thus in theory at least, the franchisee system provides substantial
franchisee training, sales, service, and promotional and capital assistance so that
overall system performance will be enhanced.
In addition, franchise systems facilitate the flow of critical market information
between franchisors and franchisees so that consumer preferences, complaints,
and purchasing intentions can more quickly be reflected in marketing and
production planning. Routinizing information flows is also important when it is
necessary to monitor compensation claims, such as those for warranty work. The
long run mutual interest fostered by such routinization reduces incentives for
exaggerated compensation claims, while the uniform accounting and reporting
procedures and greater access to information permit effective monitoring of the
entire franchise system.
Finally, the franchise system provides needed investment incentives by making
substantial sales, service, and management assistance readily available to
potential franchisees; by harmonizing interdependent investment decision
making through realignments of business risks; and by mitigating opportunities
for the exploitation of invested capital by free-rider franchisees.
The appeal of franchising is so high that some companies are converting existing
administrated or vertically integrated systems to franchised (contractual)
systems.
Modes of Operation All franchisees are expected to provide a continuing
market for franchisor`s product or service. The product or service offering is in
theory, differentiated from those offered by conventional outlets by its
consistent quantity and quality and its strong promotion. Through its market-
and image- building promotional strategy, which is instituted at an early stage of
a franchise system`s development, a franchisor hopes to gain automatic and
immediate acceptance from prospective franchisees and the public.
Franchisors provide both initial and continuous services to their franchisees.
Initial services include Market survey and site selection, Facility design and
layout,Lease
negotiation
advice
,Financing
advice,
Operating
manuals,Management training programs,Franchisee employee training
While the amount of involvement with franchisees is usually high, a franchisor`s
provision of an initial service indicates nothing about the depth of its
involvement.
Continuous services includes Field supervision, Merchandising and
promotional, materials Management and employee retraining ,Quality inspection
, National advertising, Centralized planning, Market data and guidance,
Auditing and record keeping ,Management reports ,Group insurance plans
Almost all franchisors have a continuous program of field services. Field
representatives visit the franchise outlet to aid the franchisee in every day
operations, check the quality of product and service and monitor performance.
All franchisees are usually required to report monthly or semimonthly on key
elements of their operations ? weekly sales, local advertising, employee
turnover, profits, and other financial and marketing information. This regular
reporting is intended to facilitate the various financial, operating, and marketing
control procedures.
Sources of Franchisor Revenue Sources of franchisor revenue include
1. Initial franchise fees. Many franchisors charge an initial fee to new
franchisees. The fee is charged to cover the franchisor`s expenses for site
location, training , setting of operating controls, and other initial services
as well as developmental costs in building the system. Initial fees tend to
rise as a franchise becomes more successful.
2. Royalty fees. Franchisors charge a royalty fee or commission. The fee is
usually based on the gross value of a franchisee`s sales volume. Five
percent of gross sales is the most common royalty agreement in
franchising. Some franchisors require minimum payment per month. In
certain cases the royalty rate decreases as sales volume increases, while
in others the royalty fee is a flat rate regardless of the sales volume.
Some franchisors collect a royalty on a unit of sales basis. For example,
motel franchisors charge a fee per room; soft ice cream franchisors
charge a fee for each gallon of mix sold to the franchisee; car wash
equipment franchisors charge a fee per car washed.
3. Advertising fees. To achieve name recognition for their frachies,
franchisors must advertise, and the funds for doing so are collected from
the franchisees in the form of advertising fees. McDonald`s spends over
$0.5 Billion on advertising a year, and most of this funded by charging
franchisees 4 percent of gross annual sales.
4. Sales of products. Some franchisors function as wholesales in that they
supply franchisees with raw materials and finished products. Other
franchisors manufacture their products; for example, a significant
amount of Coca-cola`s revenue is derived from the sale of its soft drink
syrups to its franchised bottlers. In some cases, the franchise company
sells the equipment needed by the franchisee.
5. Rental and lease fees. The franchise company often leases the building
equipment, and fixtures used its outlets. Some franchise contracts
involve an escalator clause that requires the franchisee to increase his
lease payment as sales volume increases.
6. License fees. The franchisee sometimes is required to pay for the use
and display of the franchisor`s trademark. The license fee is used more in
conjunction with industrial franchises, where a local manufacturer is
licensed to use a particular patent or process.
7. Management fees. In a few cases, franchisees are charged fees for
consulting services received from the franchisor, such as management
reports and training.
Characteristics of Traditional and Vertical Marketing system
Type of channel
Characteristics
Traditional
Vertical Marketing System
marketing
system
Administrated Contractual Corporate
Amount of
Fairly good
Little or non
Some to good
Complete
cooperation
to good
Control
Economic
Ownership
maintained by
None
power and
Contracts
by one
leadership
company
Examples
Florham,
Typical
General
McDonalds
shoes,
channel of
Electric
Holiday Inn
Sherwin
independents
Miller Beer
Pizza Hut
Williams
paints
The above table shows the characteristics of Traditional and Vertical Marketing
system. It shows the cooperation and control in traditional marketing system and
vertical marketing system.
HORIZONTAL MARKETING SYSTEM
Another channel development is the horizontal marketing system, in which two
or more unrelated companies put together resources or programs to exploit an
emerging marketing opportunity. Each company lacks the capital, know-how,
production, or marketing resources to venture alone, or it is afraid of the risk.
The companies might work with each other on a temporary or permanent basis
or create a separate company. Adler calls this as symbiotic marketing.
MULTICHANNEL MARKETING SYSTEM
In the past many companies sold to a single market through a single channel.
Today, with the proliferation of customer segments and channel possibilities,
more companies have adapted multi channel marketing. Multichannel marketing
occurs when a single firm uses to or more marketing channels to reach one or
more customer segments. For example, Compaq sells its personal computers
directly to corporate buyers as well as through mass electronics retailers, small
computer specialist stores, and value? added resellers.
By adding more channels, companies can gain three important benefits. The first
is increased market coverage ? companies often add a channel to reach a
customer segment that its current channels can`t reach ( e.g., adding rural agents
to reach sparsely located farmer? customer). The second is lower channel cost
companies may add a new channel to lower their cost of selling to an existing
customer group( e.g., selling by phone rather than personally visiting small
customers). The third is more customized selling ? companies may add a
channel whose selling features fit customers` requirements better(e.g., adding a
technical sales force to sell more complex equipment).
The gains from adding new channel come at a price, however. New channels
typically introduce conflict and control problems. Conflict occurs when two or
more company channels end up competing for the same customers. Control
problems occur to the extent that the new channels are more independent and
make cooperation more difficult.
QUESTIONS
1. What is the fundamental difference between merchants and agents or
brokers?
2. Describe the four types of marketing channels for consumer product?
Give example of products that are distributed through each of these
different channels
3. Describe the functions of marketing intermediaries. Why are these
functions necessary?
4. Discuss the three different types of vertical marketing system?
5. Why cooperation among channel members is important?
6. What are the different channel conflicts? How would you resolve the
channel conflict?
7. What is meant by distribution intensity? What are the various levels of
distribution intensity?
8. Explain the different motivational program used in motivating the
channel members.
9. Explain the systems used in evaluating the channel members
10. Explain the product, price and promotion issues in channel management
UNIT V
ON
S
1 E-ENABLED SELLING AND DISTRIBUTION
S
E
L
LESSON OUTLINE
E-Enabled Selling and Distribution
E distributor
E broker
E-Marketing
E-Marketing Strategy
Functions of E-marketing
Need for An E-marketing Strategy
Summary
LEARNING OBJECTIVES
After reading this lesson you
should be able to:
Understand the
meaning and
usefulness of e-
enabled selling and
distribution
Understand the
difference between e-
distributor and e-
broker
Understand the
importance of E-
marketing
Understand the main
functions of E-
marketing
A powerful force is driving the world towards converging commonalty and that
force is technology. The Internet is an extremely important and new technology.
Some companies have used Internet technology to shift the competition away
from quality, features, service and price, making it harder for anyone in their
industry to turn a profit. One of the biggest advantages of the Internet is the
ability to link one activity with another and make real-time data widely
available.
The access to global markets through Internet has changed the way; the business
is conducted in recent years. No doubt, it has quadrupled marketing
opportunities and enhanced business revenues of companies operating in e-
business. Today`s state of e-business technology and environment is even
providing opportunities to identify prospects and customers, irrespective of
geographical limits, for their products and services.
Marketers have been using electronic tools for many years but the use of
Internet and other information technologies has created a flood of interesting
and innovative ways to provide customer value.
According to Strauss, Ansary and Frost, The internet and other technologies
affect traditional marketing in three ways. First, they increase efficiency in
established marketing functions, second the technology of e-marketing
transforms many marketing strategies and finally, it has fundamentally changed
consumer behaviour through a power shift from firms to mouse holders.1
E-Enabled Selling and Distribution
The two most important concerns of the marketers are : how to make the sales of
their products and how to have an effective distribution process. These two
functions are required to be efficient enough so as to make the consumers to
have positive perception about their products and they should receive them
conveniently.
1. Strauss Judy, Ansary Adel El and Frost Raymond, "E-Marketing", Pearson
Education Pte. Ltd., Delhi, 2003, p.XI.
As all products and services are not consumed at their point of production,
hence, the manufacturers need some intermediaries to sell their products to the
consumers. For making their selling and distribution functions e-enabled, the
manufacturers develop some web-sites and promote them. Selling and
distribution function of these firms are called to be e-enabled.
Some manufacturers link their websites to well known electronic directories or
they use the directory service of intermediaries.
Many functions must be performed in moving products from producer to
consumer regardless of which intermediary performs them. These intermediary
sites are called electronic shopping malls or e-malls.
Online retailers normally hold inventory and perform the pick, pack and ship
functions in response to a customer order contact with buyers.
The internet provides a new channel for making contact with buyers.
Electronic intermediaries can be classified into two categories:
i)
E-distributors
ii)
E-brokers
E-distributor: An e-distributor takes full responsibility for fulfilling orders and
collecting payment.
E-Brokers
E-brokers are intermediaries that assist in the purchase negotiations without
actually representing either buyers or sellers.
Initially, the main concern for electronic marketing involved securing
technologies necessary to implement Internet ? based marketing, such as
powerful search capability and secure electronic payment. However, today the
main concern of management is shifting to how to utilize the opportunity of
internet ? based marketing to enhance competitiveness in harmony with existing
marketing channels. So we need to examine the use of the conceptually new
electronic business models.
Another aspect of electronic marketing is whether it is more effective to use the
Internet for global or regional marketing.
To appropriately understand the concepts of e-enabled selling and distribution
functions, it is pertinent to firstly understand the concept of e-marketing as e-
enabled selling and distribution functions are an integral part of e-marketing.
All the functions of e-commerce, e-logistic and e-distribution etc. are parts of
the e-marketing.
E-MARKETING
E-Marketing is still quite a controversial subject to talk about, since no one has
so far succeeded to unify the various theories around it; however there is one
thing upon which there is no doubt; that e-Marketing first appeared under the
form of various techniques deployed by pioneer companies selling their products
via the internet in the early 90`s.
The frenzy around these new marketing techniques created by e-tailers and
supported by the internet rapidly gave birth to a new dimension of what we
knew as Marketing: the e-Marketing (electronic Marketing).
Finally, the customers have access to full and free data, and it is they who decide
the time, the form and the amount of information they need.
According to Kotler and Keller, E-marketing describes company efforts to
inform buyers, communicate, promote, and sell its products and services over
the Internet. The e-term is also used in terms such as e-finance, e-learning and e-
service. But the e-will eventually be dropped when most business practices is
online.2
According to Strauss, Ansary and Frost, E-marketing is traditional marketing
using information technology but with some twist.3
2. Kotler Philip and Keller Kevin L., "Marketing Management", Pearson
Education Pted. Ltd., Delhi, 2006, p.457.
3. Strauss Judy, Ansary Adel El and Frost Raymond, "E-Marketing", Pearson
Education Pte. Ltd., Delhi, 2003, p.XI.
According to Srivastava, Holani and Bajpal, E-marketing is not merely
transforming traditional activities of commerce from non-electronic world to an
electronic platform but it is bringing in radical changes in the overall marketing
mix such as product, promotion, price and distribution.4
From the above discussion, it may be said that e-marketing is the sum of all
activities a business conducts through the internet with the purpose of finding,
attracting, winning and retaining customers.
E-MARKETING STRATEGY
The importance of developing an effective e-marketing strategy is indicated by
Michael Porter (2001) who has said:
The key question is not whether to deploy Internet technology- companies have
no choice if they want to stay competitive ? but how to deploy it`.
According to Strauss, Ansary and Frost, E-marketing strategy is the design of
marketing that capitalizes on the organisation`s electronic or information
technology capabilities to reach specified objectives. In essence, e-marketing
strategy is where technology strategy and marketing strategy wed to form
organisation`s e-marketing strategy. Technology and its unique properties have
given some new life to traditional enterprise and marketing strategies.6
From, the above discussion, it is clear that the e-marketing strategy can be
expressed with the help of following equation.
E-marketing Strategy=Marketing Strategy + Information Technology
According to Kotler and Keller, If a company does an e-mail campaign right, it
can not only build customer relationships, but also reap additional profits. E-
mail involves only a faction of the cost of a d-mail or direct mail campaign. E-
marketing affects traditional marketing in two ways. First, it increases efficiency
4. Srivastava Holani, Umesh and Bajpal Naval, "Internet Marketing", Marketing
Mastermind, ICFAI Press, Hyderabad, March 2005, pp.27-28.
6. Strauss Judy, Ansary andel El and Frost Raymond, "E-marketing", Pearson
Education Pted. Ltd., Delhi, 2003, p.4.
in traditional marketing functions. Second, the technology of e-marketing
transforms many marketing strategies7.
The e-marketing strategy is normally based and built upon the principles that
govern the traditional, offline marketing, the well-known 4 P`s (Product, Price,
Promotion, Positioning) that form the classic marketing mix. Addition of the
extra 3 P`s (people, processes, proof) makes the whole extended marketing mix.
Until here, there are no much aspects to differentiate e-marketing from the
traditional marketing performed offline: the extended marketing mix (4+3 P`s) is
build around the concept of transactional and its elements perform
transactional functions defined by the exchange paradigm. What gives e-
marketing its uniqueness is a series of specific functions, relational functions,
i.e. personalization, privacy, customer service, community, site, security, sales
promotion.
These 7 functions of the e-marketing stay at the base of any e-marketing strategy
and they have a moderating character, unlike the classic marketing mix that
comprises situational functions only.
1.
Personalization
The fundamental concept of personalization as a part of the e-marketing mix lies
in the need of recognizing and identifying a certain customer in order to
establish relations (establishing relations is a fundamental objective of
marketing). It is crucial to be able to identify customers on individual level and
gather all possible information about them, with the purpose of knowing
marketing and be able to develop customized, personalized products and
services.
For example, a cookie strategically placed on the website visitor`s computer can
let the marketer know vital information concerning the access speed available:
in consequence, if he knows the visitor is using a slow connection (eg. Dial-up)
7. Kotler Philip and Keller Kevin L., "Marketing Management", Pearson
Education Pte. Ltd., Delhi, 2006, p.458.
he will offer a low-volume variation of his website, with reduced graphic
content and no multimedia or flash applications. This will ease his customer`s
experience on his website and he will be prevented from leaving the website on
the reason that it takes too long to load its pages.
Personalization can be applied to any component of the marketing mix;
therefore, it is a moderating function.
2.
Privacy
Privacy is an element of the mix very much connected to the previous one i.e.
personalization. When one gathers and stores information about marketers`
existing and potential customers (therefore, when one performs, the
personalization part of the e-marketing mix) a crucial issue arises: that of the
way this information will be used, and by whom. A major task to do when
implementing an e-marketing strategy is that of creating and developing a policy
upon access procedures to the collected information.
This is a duty and a must for any conscious marketer to consider all aspects of
privacy, as long as data are collected and stored, data about individual
persons.Privacy is even more important when establishing the e-marketing mix
since there are many regulations and legal aspects to be considered regarding
collection and usage of such information.
3.
Custom Service
Customer service is one of the necessary and required activities among the
support functions needed in transactional situation.
We will connect the apparition of the customer service processes to the inclusion
of the time parameter in transactions. When switching from a situational
perspective to a relational one, and e-marketing is mostly based on a relational
perspective, the marketer saw himself somehow forced into considering support
and assistance on a non-temporal level, permanently, over time.
For these reasons, we should consider the Customer Service function (in its
fullest and largest definition) as an essential one within the e-marketing mix. As
we can easily figure out, the service (or assistance if you wish) can be performed
upon any element from the classic 4 P`s, hence its moderating character.
4.
Community
We can all agree that e-marketing is conditioned by the existence of this
impressive network that the internet is. The merely existence of such a network
implies that individuals as well as groups will eventually interact. A group of
entities that interact for a common purpose is what we call a community and
we will soon see why it is of absolute importance to participate, to be part of a
community.
The number of its components gives the value of a network; more exactly the
value of a network equals the square of the number of components. We can
apply this simple law to communities, since they are network: we will then
conclude that the value of a community rises with the number of its members.
This is the power of communities; this is why we have to be a part of it.
The customers/clients of a business can be seen as part of a community where
they interact (either independent or influenced by the marketer). Therefore
developing a community is a task to be performed by any business, even though
it is not always seen as essential.
Interactions among members of such a community can address any of the other
functions of e-marketing, so it can be placed next to other modernating
functions.
5.
Site
The e-marketing interactions take place on a digital media the Internet. But such
interactions and relations also need a proper location, to be available at any
moment and from any place? A digital location for digital interactions.
Such a location is what we call a site, which is the most widespread name for
it. It is now the time to mention that the website is merely a form of a site
and should not be mistaken or seen as synonyms. The site can take other
forms too, such as a Palm Pilot or any other handheld device, for example.
This special location, accessible through all sort of digital technologies is
moderating all other functions of the e-marketing? It is then a moderating
function.
6.
Security
The security function emerged as an essential function of e-marketing once
transactions began to be performed through internet channels.
What we need to keep in mind, as marketers are the following two issues on
security:
Security during transactions performed on our website, where we have to take
all possible precautions that third parties will not be able to access any part of a
developing transaction;
Security of data collected a stored, about our customers and visitors.
A honest marketer will have to consider these possible causes of further trouble
and has to co-operate with the company`s IT department in order to be able to
formulate convincing (and true, honest!) messages towards the customers that
their personal details are protected from unauthorized eyes.
7.
Sales Promotion
At least but not last, we have to consider sales promotions when we build an e-
marketing strategy. Sales promotions widely used in traditional marketing as
well, we all know this, and it is an excellent efficient strategy to achieve
immediate sales goals in terms of volume.
This function counts on the marketer`s ability to think creatively: a lot of work
and inspiration is required in order to find new possibility and new approaches
for developing an efficient promotion plan.
On the other hand, the marketer needs to continuously keep up with the latest
Internet technologies and applications so that he can fully exploit them.
To conclude, e-marketing implies new dimensions to be considered aside of
those inherited from the traditional marketing. These dimensions revolve around
the concept of relational functions and they are a must to be included in any e-
marketing strategy in order for it to be efficient and deliver results.
NEED FOR AN E-MARKETING STRATEGY
An e-marketing strategy is needed to provide consistent direction for an
organisation`s e-marketing activities that integrates with its other marketing
activities and supports the overall objectives of the business.
For many companies, the first forays into e-marketing or Internet marketing are
not the result of a well-defined, integrated internet strategy; rather, they are a
response to competitors activities or customers demand. After a site has been in
existence for a year or so, marketing staff and senior managers in a company
will naturally question its effectiveness. This is often the point at which the need
for a coherent Internet marketing strategy becomes apparent. As a result, the
starting point used in this summary of approaches to e-marketing strategy, is
when a company that has an existing site and it is reviewing the current site and
its effectiveness with a view to future improvements.
The Digital Revolution gets all the headlines these days. But turning slowly
beneath the fast-forward turbulence, is a much more profound revolution ? the
Network Economy. This emerging new economy represents a tectonic upheaval
in our commonwealth, a social shift that reorders our lives more than mere
hardware or software even can. It ha its own distinct opportunities and its own
new rules.
The advent of the new economy was first noticed as far back as 1969, when
Peter Drucker perceived the arrival of knowledge workers. The new economy is
often referred to as the Information Economy, because of information`s superior
role (rather than material resources or capital) in creating wealth.
Some prefer the term Network Economy, because information isn`t enough to
explain the discontinuities we see. We have been awash in a steadily increasing
tide of information for the past century. Many successful knowledge businesses
have been built on information capital, but only recently has a total
reconfiguration itself shifted the whole economy.
The grand irony of our times is that the era of computers is over. All the major
consequences of stand-alone computers have already taken place. Computers
have speeded up our lives a bit, and that`s it.
In contrast, all the most promising technologies making their debut now are
chiefly due to communication between computers ? that is, to connections rather
than to computations. A since communication is the basis of culture; business
needs to get the e-marketing act together.
The technology first invented to crunch spreadsheets has been hijacked to
connect our isolated selves instead. Information`s critical rearrangement is the
widespread, relentless act of connecting everything to everything else. We are
now engaged in a grand scheme to augment, amplify, enhance, and extend the
relationships and communications between all beings and all objects. That is
why the Network Economy is a big deal.
The new rules governing this global restructuring revolve around several
axes. First, wealth in this new regime flows directly from innovation, not
optimisation; that is, wealth is not gained by perfecting the known, but by
imperfectly seizing the unknown. Second, the ideal environment for cultivating
the unknown is to nurture the supreme agility and nimbleness of networks.
Third, the domestication of the unknown inevitably means abandoning the
highly successful known ? undoing the perfected. And last, in the thickening
web of the Network Economy, the cycle of find, nurture, and destroy happens
faster and more intensely than ever before.
The network Economy is not the end of history. Given the rate of
change, this economic arrangement may not endure more than a generation or
two. Once networks have saturated every space in our lives, an entirely new set
of rules will take hold. Take these principles, then, as rules of thumb for the
interim.
SUMMARY
Marketers have been using electronic tools for many years but the use of
Internet and other information technologies has created a flood of interesting
and innovative ways to provide customer values.
The Internet is an extremely important and new technology. One of the
biggest advantages of Internet is its ability to link one activity with another and
make real time data widely available. Today`s state of e-business technology
and environment is even providing opportunities to the marketers to identify
prospects and customers-irrespective of geographical limits for their products
and services.
Selling and distribution are the two important marketing functions and
when internet and other information technology are used to perform these
functions, it is called e-enabled selling and distribution. E-enabled selling and
distributions functions are part of e-marketing.
E-marketing is still quite a controversial subject to talk about since no
one has so far succeeded to unify the various theories around it. Due to adoption
of the concept of e-marketing by many business companies, customers have
access to full and free data. In some ways, e-marketing is traditional marketing
which uses information technology with some twists. E-marketing has brought
in radical changes in the overall marketing mix.
E-marketing is part of e-commerce or e-business. E-commerce is the
umbrella term used for the entire spectrum of activities such as electronic data
interchange; electronic payment systems order management, information
exchange and other business applications` with electronic/ paperless
documentation.
E-marketing is the sum of all activities a business conducts through the
internet with the purpose of finding, attracting, winning and retaining customers.
E-marketing is undertaken by using internet and internet usage is
increasing rapidly throughout the world but the rate of usage is much lower in
underdeveloped countries in comparison to the developed countries.
E-marketing strategy affects traditional marketing in two ways. It
enhances the efficiency in traditional marketing functions and the technology of
e-marketing transforms many marketing strategies.
The marketing mix of e-marketing is an extended one. Instead of the four
components in the traditional marketing mix (product, price, place and
promotion), e-marketing has seven components with the addition of people,
process and proof to the four components of the traditional marketing mix.
IMPORTANT QUESTIONS
1. What do you understand by the term E-enabled Selling and Distribution?`
2. Distinguish between an e-broker and e-distributor.
3. What is e-marketing? Discuss with the help of some suitable examples.
4. Discuss the importance of e-marketing. Elaborate on the size of e-marketing
in the various countries of the world.
5. Discuss the use of e-marketing for e-selling and e-distribution.
6. Discuss the various e-marketing strategies.
7. Discuss the various functions performed by e-marketing.
8. Discuss the salient features of e-marketing.
9. How e-enabled selling and distribution functions are different from the
traditional selling and distribution functions?
10. Write an elaborated note on the need for e-marketing.
UNIT V
ON
S
2 E-COMMERCE AND E-RETAILING AS A CHANNEL OF
S
E
DISTRIBUTION
L
LESSON OUTLINE
E commerce
Size of E-market
Development of E-commerce
E-commerce as a channel of
distribution
Highlights of e-retailing
LEARNING OBJECTIVES
Feature of e-retailing
After reading this lesson you
Online retailers
should be able to:
Online retailing
Understand
the
meaning
of
e-
Digital products
commerce and the size
Tangible products
of e-market
E-retailing as a channel of distribution
Understand about the
Summary
development of E-
commerce with regard
to
various
geographical areas.
Learn
about
the
features
of
e-
commerce as a channel
of distribution.
Understand
the
meaning of e-retailing,
online retailing and
online retail
Know
about
the
features of the e-
retailing as a channel
of distribution
The term e-commerce describes a variety of electronic platforms, such as
the sending of purchase orders to suppliers via electronic data interchange (ED),
the use of fax and e-mail to conduct transactions, the use of ATMs, EFT-POS,
and smart cards to facilitate payment and obtain digital cash; and the use of the
Internet and on-line services. All of these involve doing business in a market`s
pace as compared to a physical market place.
E-COMMERCE
The cutting edge of business today is electronic commerce (e-
Commerce). Broadly, defined, electronic commerce is modern business
methodology that addresses the needs of organizations, merchants and
consumers to cut cost while improving the quality of goods and services. The
term also applies the use of computer networks to search and retrieve
information in support of human and corporate decision-making. There is a
range of e-Commerce opportunities that depend on the nature of the business
and the customers it serves.
E-Commerce is also referred to as online transactions i.e. goods and
services are sold through internet, either in one transaction or over time with an
ongoing subscription price.
According to Ramaswamy and Namakumari, E-commerce involves the
exchange of products, services, information and payment through the electronic
medium of computers/networks. E-commerce means business done on line. E-
commerce is the umbrella term used for the entire spectrum of activities such as
electronic data inter-change (EDI), electronic payment systems, order
management, information exchange and other business applications, with
electronic/paperless documentation.1
1. Ramaswamy V.S. and Namakumari S., "Marketing Management". Macmillan
India Ltd., New Delhi, 2002, p.458.
SIZE OF E-MARKET
Internet usage varies from country to country and is growing rapidly. It
is creating opportunities and challenges for e-marketers to target and operate in
countries that are less developed. Some of the most recent researches indicate
the continuing rapid global growth of Internet connection and e-business
generation.
According to the Internet audience measurement service, Nielsen/Net
Ratings, a total of 498 million people had Internet access in their home by the
end of 2001. The analysis showed that 24 million people gained Internet access
from home during the last quarter of 2001.
Table 2.1 below depicts the percentage of households with Internet
access
Table 2.1:Percentage of Households with Internet Access
Country
Percentage Connection
Country
Percentage Connection
households
rate %
households
rate %
with
with
internet
internet
access via
access via
home PC
home PC
Argentina
20
55
Italy
34
80
Australia
51
77
Mexico
14
56
Austria
38
70
Netherlands
52
82
Belgium
32
68
New
52
84
Luxembourg
Zealand
Brazil
21
77
Norway
47
78
Denmark
51
82
Singapore
60
89
Finland
42
81
South
17
59
Africa
France
20
53
South
58
83
Korea
Germany
35
72
Spain
18
48
Hong Kong
56
90
Sweden
57
87
Ireland
34
76
Switzerland
43
78
India
07
66
Taiwan
50
83
Israel
35
61
UK
38
78
Source: Nielsen/NetRatings (2002).
From the above table it is noticed that the access to internet varies with
the overall level of economic development of a country and it is higher for
highly developed countries and goes down with the lowering of the level of
development of the country. India has a very low-rate of access to Internet.
Despite the lower expectations that followed the burst of the dot com bubble,
e-retailing continues to grow at a rapid rate. By 2004, worldwide Business to
Consumer (B2C) e-commerce revenues had reached US $428 billion, up
from just $60 billion in 2000.
As with any technology shift, adoption rates differ by region. E-retailing
is quickly growing in Western Europe, Japan and North and South America.
Global markets will develop in varied ways, sometimes using PC-based
access to the Web, sometimes through mobile devices or kiosks, sometimes with
credit cards, other times with cash or prepaid stored value cards. Also the e-
payment software enables many styles of e-retailing around the world. In most
parts of the world, there continues to be ample evidence that e-retailing is alive
and well. A rapidly growing number of consumers are online and while there,
many are shopping and buying. Even so, the sentiment surrounding e-retailing
has gone from one of all blue skies and unlimited possibility to one that may
more accurately reflect the business realities of e-retailers` future. E-retailing
has become an accepted mode of retailing ? albeit one that will ultimately
capture a very small share of total retail sales ? in most part of the developed
world. The current mode of thinking certainly reflects a more tempered outlook.
One of the most important lessons of a post Internet euphoria world is
that technologies afforded by the Internet only work for good merchants.
Furthermore, the outlandish outlays and unrealistic business models of the
Internet`s early years have given way to business plans with more prudent cost
controls and rationalized go to- market strategies.
In many ways, the United States has the most developed e-retailing
landscape. That is not to say, however, that it is mature. The landscape continues
to evolve, in large part, as a result of the new economic realities epitomizing the
industry, as well as because of e-retailers` desires to differentiate themselves
from competitors. So, as the rest of the world watches the US e-retailing
landscape unfold, US-based retailers wait to see what lessons other countries`
unique paths of development have to offer.
In reviewing the current state of e-retailing across the globe, a number of
themes materialize:
?
E-commerce, including e-retailing, is growing rapidly worldwide.
Worldwide e-commerce revenues are escalating year by year. By 2004,
worldwide B2C e-commerce revenues reached $428 billion, up from $60
billion in 2000.
?
Internet-based commerce will not look the same from country to country,
especially in terms of mode of access. For example, in the U.S. and
Canada, it seems that PC-Internet access is likely to be the preferred
mode; in places like Northern Europe, wireless is an important
technology; and in some countries such as the UK, interactive TV may
develop into a force to be reckoned with.
?
As on land, there is only room for a few retailers online to operate
profitably in each merchandise category. Shakeout is likely to continue
to occur among players as each market develops. Already, rationalization
of e-retailers is occurring around the globe in the form of a spate of
acquisitions and business failures.
?
Telecommunications costs are likely to continue to fall as competition
increases and government/consumer pressures mount. Lower costs of
telecommunications will likely improve the level of online penetration
and/or the frequency and length of online visits.
?
Similarly, the development of e-commerce will force countries in Europe
to further deregulate their retail markets. This is already beginning to
occur in Germany relative to its prohibitive promotional regulations.
?
Despite growing Internet access, a digital divide remains. In many areas
of the world, poverty will prevent a sizable share of the population from
gaining Internet access for the foreseeable future. Computers in
workplaces will allow some people to access the Internet who might not
otherwise have the means. Yet, a rift will continue to exist between the
world`s technology-haves versus its technology have-nots. The Internet
has not yet become the great equalizer many touted it would, but another
medium used by people with education and money.
?
Diversity will grow on the Internet. Countries that are minor global
players today will narrow the gap going forward. The dominance of the
English language on the Internet will become less pronounced. For
example, China is one of the world`s fastest growing Internet markets.
The number of Internet users in China grew by 73% from June 2001 to
June 2002, according to the China Internet Network Information Center.
In total, the country`s Internet users number nearly 46 million. The
number of Web sites in China grew by 21% in the same period, to over
293,000.
?
Bricks-and-clicks players and alliances will play a major role in e-
commerce. The collapse of the dot-com bubble in the US has proved
what few predicted at the start of the Internet E-commerce will remain
largely in the hands of established retailers. Multi-channel players are
already well-known entities, creating a higher level of trust and a lower
need for advertising and marketing expenditures, compared to pure-play
retailers. A land-store presence allows customers an additional venue to
shop, to pay, and to pick up merchandise. In the US, a substantial portion
of e-commerce growth worldwide can be attributed to cataloguers
actively encouraging their customers to use the Web, rather than dialing
into a call center or mailing an order form, as an order-entry mechanism.
?
E-retailers will stimulate further development of value-oriented retailing
in many regions of the world. Online retailers are offering bargain-
basement prices to build their customer bases, often combined with
generous shipping and handling promotions. And, pricing across retailers
will become more transparent as consumers can check prices online
quickly and easily. Shopping comparison sites are providing assistance
in this area as well.
?
Each region`s market forces will create an idiosyncratic path of
development.
?
Change comes quickly. High-profile players can vanish overnight.
Technologies that seem advanced now will soon be eclipsed by
competitors` new developments. And, there will continue to be
tremendous momentum from consumers, businesses, and governments to
boost the economy through ongoing e-business progress.
Development of E-Commerce
E-commerce development varies widely by geography. For example
Western Europe can be segmented into three regions: North (the Scandinavian
countries of Denmark, Finland, Norway, and Sweden), Central (including
France, Germany, the United Kingdom, among other countries), and the South
(Greece, Italy, Spain and Portugal). The countries in the north are by far the
most advanced in terms of Internet development; the countries in the south, the
least developed, with the countries in central Western Europe generally falling
somewhere in between in terms of Internet development and sophistication.
The northern region of Western Europe, Scandinavia, has the highest
Internet penetration rates in the world. One of the contributors to the area`s high
rates of Internet access is the area`s cold climate, which encourages indoor
activity. Furthermore, mobile technologies, including mobile Internet access, are
relatively widespread in the region, given that Finland and Sweden are home to
mobile phone giants Nokia and Ericsson, respectively. Finally, much of the
area`s population is fluent in English, the predominant language of today`s Web.
Overall, Western Europe has advantages over other regions of the world
in that it has a standard mobile technology and a common currency that brings
better competition, price transparency and improved deals for consumers.
Conversely, the widespread presence of narrowband connections discourages
consumers from browsing e-retailing sites for extended periods of time.
E-retailing in Western Europe is following much the same
developmental path as it did in the US ? but with a time lag that is perhaps 12-
to 18-months long. Rationalization is occurring as stronger players consolidate
through mergers and acquisitions and weaker players cease operations
altogether, while multi-channel retailing is becoming the preferred go-to-market
strategy.
E-Commerce as a Channel of Distribution
E-commerce channels of distribution are of two types:
1.
Commercial channels: In this the various companies have set up on-line
information and marketing services that can be accessed by those who
have signed up for the service and pay a monthly fee. These channels
provide information (news, libraries, education, travel, sports, reference),
entertainment like fun & games, shopping services, dialogue
opportunities and e-mail etc.
2.
The internet: The internet is a global web of computer networks that has
made instantaneous and decentralized global communication possible.
Internet usage has surged with the recent development of the user
friendly world wide web and web browser software such as netscope
navigator and micro soft internet explorer. Users can surf the internet and
experience fully integrated text, graphics, images and sound. Users can
send e-mail, exchange views, shop for products, and access news,
recipes, art and business information. The internet itself is free, though
individual users need to pay an internet service provider to be hooked to
it.
Features of E-commerce as a channel of distribution:
It allows to sell to a geographically disperse market.
It makes the firms able to target and focus on specific segments.
It has relatively low set-up costs.
It makes possible the use of e-commerce technology (for payment,
shopping software, etc).
It brings in a paradigm shift in commerce and consumption.
E-RETAILING
E-retailing means using of interactive computer technology to present a
sales message and consummate the sale. E-retailing includes all the activities
involved in selling goods or services directly to final consumers for personal,
non-business use. E-retailer or retail store is any business enterprise whose sales
volume comes primarily from e-retailing.
E-retailers need to consider the following issues in developing a business
model:
Product/content issues: what kind of products are suited for online
retailing?
Software interface issues: what kind of features will constitute an effective
interface? What features make it easy to find and select items for online
purchase?
Process issues: What are the specific steps in the shopping process for, a
consumer`s perspective? What kind of processes should companies develop
to fulfill orders efficiently?
Pricing issues: How much will consumers be willing to pay for
convenience?
Payment issues: What payment methods would consumers use for online
purchases?
Market penetration issues: Would an online channel be popular with
consumers? How long will such a system take to attract a critical mass and
become profitable?
Highlights of E-retail
A complete package to suit the businesses` entire sales related requirements
such as order, purchase, payment, delivery, customer service, returns and
replacements.
Good prices and continuous stock availability. Immediate pre-sales
information on product quality, prices etc. Satisfying the buyer`s curiosity
about the product.
Provides knowledge about the psychological needs, motives and choices of
the customers.
Features of E-retail
E-retail facilitates :
Electronic interface between retailer and manufacturer.
Customer interaction and personalization.
Order processing and order tracking.
Shopper self service option.
Product management.
Service integration (payment systems, tax and shipping).
Post-sales customer service.
Inventory management.
ONLINE RETAILERS
Online retailers are business firms that buy products and resell them
online. Here the consumers can access pictures of products, read the specs, shop
among online retailers for the best prices and terms, and click to order and pay.
Business-to-business purchasing is growing fast on the internet. Purchasing
agents can use book-marked websites to shop for routine items. Personal selling
can increasingly be conducted electronically, with buyer and seller seeing each
other on their computer screens in real time.
Underlying electronic business undergoes two phenomena
a)
digitization and
b)
connectivity.
a) Digitization consists of converting text, data, sound and image into a
stream of bits that can be dispatched at incredible speed from one
location to another.
b) Connectivity involves building networks and expresses that fact that
much of the world`s business is carried over networks connecting people
and companies. These networks are intranets when they connect people
within a company, extranets when they connect a company with its
suppliers and customers, and the internet when they connect users to an
amazingly large information highway.
ONLINE RETAILING
Online retailing is one of the most visible e-business models. Merchants
set up online storefronts and sell to businesses and/or consumers. Digital goods
may be delivered directly over the Internet while physical goods are shipped via
logistics provider such as UPS, USPS, or FedEx. Firms selling physical goods
online can make any level of commitment from pure play to barely dabbling.
Well-known electronic storefronts include CDNOW (www.cdnow.com) and
Dell Computer (www.dell.com).
While a pre-Internet presence carries brand equity, it does not guarantee
online success. Often the pure plays are free from the cultural constraints of the
established businesses and can innovate more quickly in response to customer
needs. Now some internet pure plays are establishing brick-and-mortar
operations to enhance branding through additional exposure and an additional
channel for customers to experience their products.
DIGITAL PRODUCTS
One great hope for the internet is to serve as a medium for the physical
distribution of goods and services. Although great strides are being made, there
is still a way to go. Yet, as mentioned earlier, content that can be digitized can
be transmitted over the internet. The New York Times (www.nytimes.com)
digitally distributes an online version of its newspaper, thousands of radio
stations broadcast live programming over the internet; software has a long
history of online distribution. Clearly, distribution costs are significantly lower
for digital products, compared with physical distribution.
TANGIBLE PRODUCTS
Many products sold online are still distributed through conventional
channels. For example, most major record labels will not allow their music to be
distributed online.
The Internet consumer may make the purchase online but the physical
product will arrive via the any physical channel like postal service, courier,
transport etc. or through some other carrier. This type of distribution is relatively
inefficient.
Furthermore, local regulations sometimes impede the direct distribution
of product. For example, Wine.com (the former Virtual Vineyards at
www.wine.com), a wine distributor, has been forced by some state regulations
to operate through local intermediaries ? which lengthens its distribution
channel.
Features of E-retailing as a channel of distribution
Much stronger personal relationship with the consumer.
Hold a variety of products.
Offer consumers credit.
Promote and merchandise products.
Price the final product.
SUMMARY
E-commerce or E-business means business done by using internet
technologies to perform the key business processes. Assess to internet
various geographical locations of the world. It directly varies with the
overall level of economic development of a country and it is higher for
highly developed countries and goes down with lowering of the development
of the country. India has a very low rate of access to internet.
E-commerce channels of distribution are of two types viz. : commercial
channels and the internet. Various companies set up their own online
information and marketing services that can be accessed by those who have
signed up for the services and pay a monthly fee. The internet is a global
web of computer internet that has made instantaneous and decentralize
global communication possible.
E-commerce as a channel of distribution enables the companies to sell to
a geographically disperse markets, allows specific segment at a relatively
low cost.
E-retailing includes all the activities involved in selling goods or services
directly to final consumers for personal, non-business use. E-retailer is any
business entrepreneur whose sales volume comes primarily from e-retailing.
E-retail facilitates electronic interface between retailers and
manufacturers, order processing and tracking, product management, post
sales customer service and inventory management.
Online retailers are business firms that buy products and resell them
online. Personal selling can be conducted electronically with buyers and
sellers where they can see each other on their computer screen in real time.
Online retailing is one of the most visible e-business models. Merchants
setup online store fronts and sell to business and or consumers.
E-retailing as a channel of distribution helps in developing stronger
relationship between the buyer and retailer, promotes and merchandise
products, price the final product and build the retailers brand in the high
esteem.
IMPORTANT QUESTIONS
1.
What is e-commerce? What are its basic benefits to the consumers.
2.
Discuss the size of e-market w.r.t various countries of the globe. Explain
the reasons for the varying rate of number of households with internet
access.
3.
Discuss the development of e-commerce.
4.
Discuss the salient features of e-commerce as a channel of distribution.
5.
What is e-retailing? Discuss the various issues retailing to it.
6.
Discuss the various features of e-retail.
7.
Discuss the terms online retailer and online retailing`.
8.
Distinguish the salient features of digital products and tangible products.
Differentiate between the two.
9.
Briefly discuss the various salient features of e-retailing as a channel of
distribution.
10.
Discuss the future of e-commerce and e-retailing.
UNIT V
ON
S
3 ELECTRONIC INTERMEDIARIES
S
E
L
LESSON OUTLINE
Intermediaries
Types of Intermediaries
Distribution channels
Intermediaries models
Electronic Marketing Structure
Brokerase model
Online Exchange
Online Auction
LEARNING OBJECTIVES
Agent Models
After reading this lesson you
Matamediary
should be able to:
Know
about
the
various
types
of
intermediaries
Understand
the
importance
of
distribution
channel
length and functions
Understand
the
meaning and the types
of the agent models
Understand
the
meaning and functions
of matamediaries
In the present era of fastly taking technological advancements, the
business competition for most of the product categories is becoming very hard.
Out of the four components of the marketing mix, distribution is considered the
most important because it determines how the customer actually receives a
product or service. A customer`s experience about how to gain access to the
product often bears an impact about the brand image. The manufacturers now
want to maintain complete control of the distribution. So if the customers buy
directly from the manufactures, it helps the companies to set up strategies for
availability, access, and distribution service. For most part of the firms` total
distribution functions, intermediaries play a very important role.
Intermediaries
Intermediaries are one or more individuals or firms which perform some
of the distribution functions for the sellers or the buyers in order to enable the
actual sales/exchanges to take place. These intermediaries are called distribution
channels.
Types of Intermediaries
Channel intermediaries include wholesalers, retailers, brokers, and agents.
Wholesalers buy products from the manufacturer and resell them to
retailers. Both brick-and-mortar and online retailers (sometimes called e-
tailers) buy products from wholesalers and sell them to consumers.
Brokers facilitate transactions between buyers and sellers without
representing either party. They are market makers and typically do not take
title to the goods.
Agents usually represent either the buyer or seller, depending upon who
hires and pays them. They facilitate transactions between buyers and sellers
but do not take title to the goods. Manufacturer's agents represent the
seller whereas purchasing agents represent the buyer.
For some digital products, such as software, the entire distribution channel
may be internet based. When a consumer buys software online, the supplier
often delivers it over the internet to the buyer`s computer. In most cases,
however, only some of the firms in the channel are wholly or partially Web
enabled. For example, non-digital products such as flowers and wine may be
purchased online but must be delivered via truck. Nonetheless, the exact
location of that shipment can be tracked using a web-based interface (the
informational role of distribution). Intermediaries are everywhere. In fact,
these days, the Web seems to be a constant ebb and flow of aggregators.
Distribution Channel
A distribution channel is a group of interdependent firms that work
together to transfer product and information from the supplier to the consumer.
It is composed of the following participants:
Producers, manufacturers, or originators of the product or service,
Intermediaries ? the firms that match buyers and sellers and mediate the
transactions among them; and
Consumers, customers, or buyers who consume or use the product or
service.
Each channel member performs some of the marketing functions needed to
get the product from the point of origin to the point of consumption. In
addition to matching buyers and sellers, intermediaries exist in the channel
to perform some of these functions perhaps more effectively and efficiently
than other channel participants. Some benefits of intermediaries include
mediating transactions between parties, as well as providing cost savings in
the form of lowered search, monetary, transaction, and energy costs.
The structure of the distribution channel can either make or impede possible
opportunities for marketing on the internet. For example, when a consumer
purchases online, he must perform the search function himself, and if the
transaction is automated he could save money by performing some
distribution functions himself. Four major elements combine to form a
company`s channel structure.
1.
Types of channel intermediaries.
2.
Length of the channel.
3.
Functions performed by members of the channel.
4.
Physical and informational systems that link the channel members and
provide for coordination and management of their collective effort to
deliver the product or service.
Distribution Channel Length
The length of a distribution channel refers to the number of
intermediaries between the supplier and the consumer. The shortest
distribution channel has no intermediaries ? the manufacture, deals directly
with the consumer, the way Dell Computer sells directly to consumers. This
is known as a direct-distribution channel. Most distribution channels
incorporate one or more intermediaries in an indirect channel. A typical
indirect channel includes suppliers, a manufacturer, wholesalers, retailer, and
end consumers. Intermediaries help to perform the following important
functions.
Functions of a Distribution Channel
Many functions must be performed in moving products from producer to
consumer, regardless of which intermediary performs them. One important
property of internet is market deconstruction ? removing distribution
channel functions from the players that normally perform them, and
reconstruction ? reallocating those functions to other intermediaries in novel
ways. For example, online retailer normally hold inventory and performs the
pick, pack, and ship functions in response to a customer order. In an
alternative scenario, the retailer might outsource the pick, pack and ship
functions to a logistics provider. Distributors perform many value-added
functions.
The internet channel adds value to the contact process in several ways. First
contact can be customized to the buyer`s needs. For example, the Honda site
(www.honda.com) allows customers to find a dealer in their area where they
can buy Honda vehicles. Second, the internet provides a wide range of
referral sources such as search engines, shopping agents, newsgroups, chat
rooms, e-mail, webpages and affiliate programs. Third, the internet is always
open for business, 24 hours a day, seven days a week.
Intermediary Models
Mainly the following three intermediary models are commonly used on
the Internet:
1.
Brokerage models,
2.
Online retailing,
3.
Online auction and
4.
Agent models.
1.
Brokerage Models
The broker creates a market in which buyers and sellers negotiate and
complete transactions. Brokers typically charge the seller and/or buyer a
transaction fee, but they don`t represent either party for providing exchange and
negotiation services. Some brokers also charge listing fees. Brokers provide
many value-added services to help attract customers and facilitate transactions.
Brokerage models operate Web site exchanges in Business to Business (B2B),
Business to Consumer (B2C), and Consumer to Consumer (C2C) markets.
The primary benefits of brokerage models to the buyer are convenience,
speed of order execution and transaction processing. Cost savings to the buyer
come in the form of lower prices, decreased search time, and savings of energy
and frustration in locating the appropriate seller. The primary benefit to the
seller is the creation of a pool of interested buyers. Cost savings to the seller
come in the form of lowered customer acquisition costs and transaction costs.
2.
Online Retailing
A host of online brokerages allow customers to place trades from their
computers without phoning or visiting a broker. These brokerages pass along the
cost savings to the buyer in the form of lower transaction fees. They also
provide the benefits of executing trades very quickly, providing reference
resources, and allowing for program trading. Some newer services catering to
day traders bypass the Web entirely and connect traders straight to the market.
Carpoint.msn.com, and many other online brokers allow customers to
receive bids from qualified dealers on vehicles available in their area without
first phoning or visiting the dealer. The dealers offer a no-hassle price quote
through the service. Thus, the customer avoids the potentially unpleasant task of
negotiating price with a dealer.
The model is very similar to a stock exchange. Customers contact a
coverage trader on the floor of the exchange with their request (e.g., an order for
100,000 transistors). The trader locates a supplier, completes the purchase, and
pockets the spread between the buy and sell price. Additional revenue comes
from other fixed feeds. The exchange is anonymous: Suppliers ship to an
Converge quality control warehouse where the goods are inspected and then
forwarded to the buyer. Converge guarantees the quality of the products and has
a no-questions-asked return policy. Converge online services include personal
buy-and-sell portfolios, chatlike communication with traders, and multiple
methods for issuing requests including uploading a list of items or searching for
items individually.
3.
Online Auction
Auction are challenging the fixing price model, which has been the norm
for the last 100 years. Auctions are available in the B2B, B2C, and C2C
markets. While some merchants choose to host their own auctions, many more
auction their surplus through auction brokers. When merchants auction items on
their own Web sites, they become direct sellers using dynamic pricing. Third-
party auctioneers are broker intermediaries.
Sellers benefit by obtaining the market price for goods and unloading
surplus inventory. Buyers benefit by obtaining a good deal and, in many cases,
enjoying the support of the auction. Although buyers can use services to
automatically proxy bid buyer, studies show that many repeatedly visit auction
sites to check on bids.
4.
Agent Models
Unlike brokers, agents do represent either the buyer or the seller
depending on who pays their fee. In some cases they are legally obligated to
represent the interests of the party that hires them. In the brick-and-mortar
world, real estate agents who are hired to list a property must represent the
interests of the seller.
Agent models are of the two types:
a.
Agent Models Representing Buyers
b.
Agent Models Representing Sellers
a.
Agent Models Representing Buyers
Purchasing agents represents buyers. In traditional marketing, they often
forge long-term relationships with one or more firms; however, on the
internet they represent any number of buyers, anonymously in many cases.
Shopping agents and reverse auctions help individual buyers obtain the
prices they want, while buyer cooperatives pool buyers for larger volume
buys and, thus, lower prices.
b.
Agent Models Representing Sellers
Selling agents, manufacturer`s agents, metamediaries, and virtual malls
are all agents that represent the seller.
Selling Agent: Selling agents represent a single firm, helping it sell its product;
these agents normally work for a commission. For example, affiliate programs
pay commissions to Web site owners for customer referrals. Normally the
referral must result in a sale in order to qualify for the commission. Some
affiliates demand a share of the lifetime value of the customer as opposed to just
a piece of the first sale.
Manufacturer's Agent: Manufacturer`s agents represent more than one seller.
In traditional marketing, they generally represent only firms that sell
complementary products to avoid conflicts of interest, but in the virtual world
they often create Web sites to help an entire industry sell its products. In e-
marketing, manufacturer`s agents are often called seller aggregators because
they represent many sellers on one Web site.
Almost all of the travel reservation Web sites qualify as manufacturer`s
agents since their commissions are paid by the airlines and hotels they represent.
In some cases the traveler can get a better deal online but often the greatest
benefit is simply convenience.
In the B2B market manufacturer`s agents are often called catalog
aggregators. Each of the sellers these firms represent generally has a broad
catalog of product offerings. Picture a purchasing manager in a small room
surrounded by hundreds of catalogs ? this suggests the origin of the term. The
challenge for the aggregator is to gather the information from all of these
catalogs into a database for presentation on the Web site. Normally the catalog
aggregator offers software that seamlessly interfaces with the suppliers` internal
database systems. The task is made significantly easier when the suppliers use
industry standard software such as Arriba, CommerceOne, Concur, or Alliance
to manage their catalogs. Furthermore the catalogs must be constantly
maintained as product availability and prices change.
The more advanced manufacturer`s agents support catalog customization
and integration with the buyer`s enterprise resource planning (ERP) systems.
The customized catalogs display prenegotiated product offerings and prices.
Some will even maintain spending limits for particular employees and
automatically forward big-ticket orders to the appropriate officer for approval.
Additional services include recommending substitutions, notifying buyers of
production lead times, processing orders, and tracking orders.
With this model, the buyer gains substantial benefits, including shorter
order cycles, reduced inventories, and increased control. Order processing costs
are lowered through paperless transactions, automated request for proposal
(RFP) and request for quote (RFQ), and integration with ERP systems.
Matamediary: An agent that represents a cluster of manufacturers, e-tailers, and
content providers organized around a live event or major asset purchase is called
a matamediary.
Matamediaries solve four major consumer problems :
Reducing search times,
Providing quality assurance about vendors,
Facilitating transactions for a group of related purchases, and
Providing relevant and unbiased content information about the purchase.
Matamediary business partners benefit by having traffic directed to their
sites as well as cobranding with the matamediary.
Matamediaries receive commissions for referrals. Sometimes
commissions are contingent on a completed transaction. The key to a
matamediary`s success is consumer trust. Therefore, these sites must carefully
select the sellers they will represent. Some matamediaries avoid accepting ads so
their recommendations will not be perceived as tainted.
SUMMARY
Intermediaries are one or more individuals firms which perform the some
of the distribution functions for the seller or buyers in order to enable the actual
sale/exchanges to take place. The intermediaries are also called distribution
channels.
Three main intermediary models which are in common use on the
internet are brokerage models, agent models and online retailing.
The broker creates a market in which buyers and sellers negotiate and
complete transactions. Brokers typically charge the seller and/or buyer a
transaction fee, but they don`t represent either party for providing exchange and
negotiation services.
A host of online brokerages allow customers to place trades from their
computers without phoning or visiting a broker. These brokerages pass along the
cost savings to the buyers in the form of lower transactions fees. They also
provide the benefits of executing trades very quickly, providing references
resources, and allowing for programme trading.
Unlike brokers, agents do represent either the buyer or the seller
depending on who pays their fee. In some cases they are legally obligated to
represent the interests of the party that hires them.
Selling agents represent a single firm, helping it sell its product; these
agents normally work for a commission. For example, affiliate programs pay
commissions to Web site owners for customer referrals. Normally the referral
must result in a sale in order to qualify for the commission.
Manufacturer`s agents represent more than one seller. In traditional
marketing, they generally represent only firms that sell complementary products
to avoid conflicts of interest, but in the virtual world they often create Web sites
to help an entire industry sell its products. In e-marketing, manufacturer`s agents
are often called seller aggregators because they represent many sellers on one
Web site.
An agent that represents a cluster of manufacturers, e-tailers, and content
providers organized around a event or major asset purchase is called a
matamediary. Matamediaries solve four major consumer problems ? reducing
search times, providing quality assurance about vendors, facilitating transactions
for a group of related purchases, and providing relevant and unbiased content
information about the purchase.
Matamediary business partners benefits by having traffic directed to their
sites as well as cobranding with the matamediary. Matamediaries receive
commission for referrals.
IMPORTANT QUESTIONS:
1.
What do you understand by the term intermediaries? Discuss its various
types.
2.
What is a distribution channel? Discuss its various functions.
3.
Discuss the various intermediaries models.
4.
Discuss the various benefits of online exchange. How it works?
5.
What do you understand by the term matamediary? Discuss its uses to
manufacturers?
6.
Distinguish between selling agent and manufacturers agent.
7.
What is online selling?
8.
What are the various types of agent models? Discuss the benefits of
each.
9.
Discuss the various benefits of online auctions.
10.
Discuss the future and scope of e-intermediaries in India.
UNIT V
ON
S
4 DISINTERMEDIATION AND REINTERMEDIATION
S
E
L
LESSON OUTLINE
Disintermediation
Reintermediation
Extent of disintermediation
Source of disintermediation
Perceived motivation for
disintermediation
LEARNING OBJECTIVES
Involvement of the retailer in
After reading this lesson you
disintermediation
should be able to:
Benefits of disintermediation to the
Understand
the
retailer
meaning
and
Presence of reintermediation
usefulness
of
disintermediation and
Limiting factors of disintermediation /
reintermediation
reintermediation
Understand about the
Summary
various salient features
of
disintermediation
like its extent, sources,
perceived motivation,
involvement
of
retailer, benefits to
retailer, presence of
reintermediation and
limiting factors for
disintermediation and
reintermediation
Understand the extent
of
use
of
disintermediation and
reintermediation
The hallmark of revolutionary technical change in the marketplace, such
as with the emergence of the Internet, is the destruction of traditional business
practices. Managers are forced to "cannibalize" their own profitable businesses
only to see a diminished return on investment. If they don't, a competitor will do
it for them.
One aspect of the Internet, that has received much attention, is the web's
ability to close the gap between buyer and seller, thereby reducing or even
completely eliminating layers of middlemen or intermediaries in the distribution
channel.
The Internet is having an impact on businesses in various industries in
good and bad ways. Sometimes, it is not clear if specific impacts are good or
bad, and sometimes it very much depends on the perspective taken.
For those in the middle, the notion of "disintermediation" is surely an
unwelcome turn of events. Since the process of disintermediation is usually not
instantaneous, managers find themselves caught in the uncomfortable position of
needing to placate business partners in the distribution channel while taking
steps toward the eventual demise of these relationships.
In their quest to meet the needs of demanding customers, companies
have restructured, reorganized, and reengineered to increase organizational
effectiveness and better satisfy key customers. The goal may be to build the very
best supply chain team possible, which sometimes requires that old channel
members be eliminated or replaced by new players. Thus, disintermediation /
reintermediation can be important issues while designing a world-class supply
chain. Further, the emergence of new technologies in an intensely competitive
global marketplace has led many companies to explore opportunities to improve
their relationship with their customers. These companies recognize that a key to
long-term success is to have direct access to the consumers of their products.
Some times, the new linkage to the customer is more tangible and comes
from the elimination of the retailer. The producer of the product may use web
technologies to go directly to the consumer. For example, Stephen King by-
passed his traditional publisher by posting his book, The Plant directly to the
web. Readers simply pay a dollar per chapter and download it when it is posted.
Many companies in diverse industries from music to power tools to food
packaged goods to medical equipment have begun serious exploration to see if
similar disintermediation opportunities might exist in their channels. It is
possible that parallel channels--the traditional manufacturer-retailer-consumer
channel and the manufacturer-direct-to-customer channel--will emerge.
The bottom line is that disintermediation / reintermediation are important
factor, in supply chain design. Because disintermediation and reintermediation
are the vital issues that must be evaluated, both from a proactive and a
preemptive perspective.
The terms disintermediation and reintermediation have been briefly
discussed below:
DISINTERMEDIATION
Disintermediation describes the process of eliminating traditional
intermediaries. Eliminating intermediaries can potentially reduce costs since
each intermediary must add to the price of the product in order to profit.
Taken to its extreme, disintermediation allows the supplier to transfer goods
and services directly to the consumer in a direct channel. Complete
disintermediation tends to be the exception because intermediaries can often
handle them. An intermediary that specializes in one function, such as
product promotion, tends to become more proficient in that function than a
nonspecialist.
In economics, disintermediation is the removal of intermediaries in a
supply chain: "cutting out the middleman". Instead of going through traditional
distribution channels, which had some type of intermediaties (such as a
distributor, wholesaler, broker, or agent), companies may now deal with every
customer directly, for example via the Internet. One important factor is a drop in
the cost of servicing customers directly.
Disintermediation initiated by consumers is often the result of high
market transparency, in that buyers are aware of supply prices direct from the
manufacturer. Buyers bypass the middlemen (wholesalers and retailers) in order
to buy directly from the manufacturer and thereby pay less. Buyers can
alternatively elect to purchase from wholesalers. Often, a business to a consumer
(B2C) intermediary functions as the bridge between the buyer and the
manufacturer.
The internet has added new intermediaries that did not exist previously.
For example, Yahoo! Broadcast aggregates multimedia content. Yahoo! And
Yahoo! Broadcast together are like a record store, audio bookstore, radio
broadcaster, and TV broadcaster all rolled into one. Other new intermediaries
include shopping agents, buyer cooperatives, and metamediaries.
REINTERMEDIATION
Reintermediation can be defined as the reintroduction of an intermediary
between end users (consumers) and a producer. This term applies especially to
instances in which disintermediation has occurred first.
Although at the beginning of the Internet revolution, electronic
commerce brought the idea of disintermediation to many producers, as a way of
cutting costs or increasing profits, many (if not most) of those producers found
out that it was not so easy. It was thought that the Internet would
"disintermediate" middlemen and drive them out of business by having
producers sell directly to users.
However, what these predictions missed was that cutting out the
middleman brought problems such as the high cost of handling to ship small
orders, dealing with massive amounts of customer service issues and
confronting the wrath of retailers and other channel partners. Producers did not
consider that they had to spend huge resources to accommodate presales and
postsales issues of individual consumers. Before disintermediation, those
middlemen acted as salespeople for the producers. After disintermediation,
somebody had to handle those customers. Furthermore, producers did not
consider that selling online also has high costs which they have to incurr for
developing the web site, maintaining the information and marketing expenses to
draw online customers.
May be most importantly, producers did not consider the fact that being
the only source of their products for online consumers is similar to having only
one store in a city selling a particular brand. Many thousands or even millions of
web middlemen are pushing their own products and spending money to draw
customers to their web sites. So if a producer shuns those middlemen, it gets less
"shelf space" on the web and therefore the decrease of the probability of getting
online sales for their products.
Both reintermediation and disintermediation are results of the dynamic
nature of the Internet.
The most notable example to disintermediation is Dell, which has
succeeded in creating a brand, well recognized by consumers, profitable and
with continuous growth. Likewise, maybe the most notable example to
reintermediation is the Levi Strauss company, who unsuccessfully launched a
multimillion dollar web site and later shut down most of its online operations.
SALIENT FEATURES OF DISINTERMEDIATION /
REINTERMEDIATION
Disintermediation and reintermediation are basically both related to the
reorganization of the supply chain management of a company. If the company
goes in for the complete elemination of the intermediaries then it is called
disintermediation and if it is reorganized on the basis of some important
considerations of bringing in economy in the operations of its supply chain
management, then it is called reintermediation.
Following the salient features of disintermediation have been discussed
which will also be applicable to reintermediation.
(1) Extent of Disintermediation
Disintermediation is the elimination of stages of the supply chain. The
first relative dimension is how much of the supply chain is eliminated. One way
to characterize this is by considering the value added of steps which are
eliminated by the process?a surrogate of which is the percent of the final cost of
the produce to the consumer which was previously captured by the eliminated
supply chain stages. Further, the value that was added by the eliminated steps
may be replaced by other value-adding players at a cost?perhaps more in line
with the actual value added. For example, Compaq Computer Corp. offers to sell
consumers direct to end consumers, which previously were available through
wholesale-retail channels.
An alternate way to measure the extent of disintermediation is to simply
count the number of entities eliminated by the disintermediation. If the
wholesaler and the retailer were eliminated, then it may be called to be a two-
level disintermediation.
(2) Source of the Disintermediation
The second dimension of disintermediation identifies the instigator of the
disintermediation. Disintermediation may originate from a manufacturer, selling
directly to end consumers. It may also originate even from the consumer. So-
called reverse auction sites that allow consumers to specify an item they wish
to purchase, allowing producers and others to bid on the item. Disintermediation
may be instigated by the author or creator of a work, such as Steven King selling
his books directly to the public or musician Peter Breinholt selling his music
directly to consumers. On the flip side, the online book retailer Barns & Noble
touts the service to Publish Your Book, encouraging authors to bypass
traditional publishers in favor of online publishing. Also, disintermediation may
originate from third party aggregators or buyer`s clubs that link consumers
with producers for lower prices.
(3) Perceived Motivation for Disintermediator
This dimension considers the motivation of the disintermediator who
was identified in the prior dimension. It also captures the objective of the
disintermediation. Various motivations can be involved in a specific case of
disintermediation. Nevertheless, some motivations will tend to dominate. The
following motivations may carry weight in many situations:
?
Cost reducing - Disintermediation may sometimes be perceived to
eliminate (or replace) cost-incurring steps of the supply chain. For
example, Dell Computer has been successfully competed in an industry
with frequent margin squeezes by eliminating the traditional retail model
and instead selling directly to consumers.
?
Competitive response ? Some companies may have to go in for
disintermediation because of the actions of a competitor. For example,
the rapid growth of Amazon.com as an on-line bookseller appears to be
the major motivation for the Barns & Noble bookstore chain starting to
sell books on-line. For Barns & Noble, this was a responsive, albeit
somewhat cannibalistic, act.
?
Value improving ? Disintermediation may help to provide greater value
to consumers, even at the same cost. Another way to consider the success
of the Dell on-line model is to see that perhaps their prices are not much
better than many brick and mortar retailers, but that Dell offers custom
configurations of more state-of-the-art models.
?
Rrelationship capturing ? Disintermediation may help to form
relationships where alliances were not previously possible. For example,
Oakley fashion sunglasses can be purchased at retail locations, but can
also
be
purchased
on-line
directly
from
Oakley.
(http://www.Oakley.com) Oakley usually has no idea who consumers are
in retail sales.
However, the on-line sales directly from the company allow Oakley to
gather customer data that may potentially be the best target market they could
have (i.e. former purchasers). Disintermediation will generally involve a variety
of motivations of various weights.
(4)
Involvement of the Retailer in Disintermediation
As retailers are perhaps the most frequently displaced element of supply
chains and if the retailer is displaced, the issue of this dimension is the whether
the retailer is ignored, informed, or involved in the disintermediation by the
disintermediation. It may also capture whether the actions of the
disintermediator are considered friendly or hostile (or neutral) by the retailer. If
by disintermediation there is an incentive for the physical retailer to help
promote the disintermediation, it will be considered as a welcome step by the
retailer otherwise, there exists a great disincentive for the retailer due to
disintermediation.
As both physical as well as direct channels can work simultaneously and
even the role of the existing retailers can be given a new dimension, if it is done
it will keep intact the involvement of the retailer.
(5) Benefits of Disintermediation to the Retailer
The fact that a retailer is bypassed through disintermediation does not
imply that the retailer is given no consideration in the process. In fact, the
disintermediator may provide benefits to the displaced retailer for either
benevolent or self-serving reasons. In the case of a partial disintermediation, the
retailer may be publicized by the disintermediator. Further, the disintermediator
may refer customers to the displaced retailer for similar or other product.
Complex products that require installation or other support might be best
handled by physical retailers. In that case, it can be to the disintermediator`s
advantage to refer those purchases to the traditional retailer, and focus on low-
support products for online sales. In extreme cases, the disintermediator may
actually compensate the displaced retailer for lost business.
(6) Presence of Reintermediation
Just as disintermediation eliminates the need for specific elements of a
supply chain, reintermediation adds new element(s) to the supply chain. In
some cases, a new element of a supply chain simply replaces a single displaced
element. In such cases, reintermediating entity replaces multiple supply chain
elements. The question of this dimension is whether the disintermediated supply
chain was subsequently reintermediated and who is doing the reintermediating.
Was the reintermediator an entity that was originally part of the supply chain
(internally reintermediated)? Or, was the reintermediation accomplished by an
entity that is new to the supply chain (externally reintermediated)? A common
example of the latter is aggregators, which are organizations that gather
product information from a number of suppliers and provide consumers with
feature
and
price
comparisons.
(e.g.
http://www.addall.com,
http://www.bestbookdeal.com, http://www.pricescan.com, etc.)
(7) Limiting Factors of disintermediation / reintermediation
Those factors which limit the extent to which disintermediation is practical
or possible may limit disintermediation e.g. copyright law. Nevertheless, it is
clear that in the flagrant violation of copyrights is motivating efforts to
reduce or control that disintermediation. There may be other cases of
disintermediation that are governed by legislation other then copyright law.
An example of regulation is the distribution of prescription drugs. The
potential for drug manufacturers to disintermediate drug retailers is likely to
be limited by the strict regulations about the distribution of drugs. Related
supply chains may be resistant to disintermediation, not by regulation, but by
the safety needs that are met by current supply chain members. For example,
there might be cost advantages to disintermediation physicians in the
delivery of basic medical advice. Attempts have been made to develop
knowledge bases of medical knowledge. (e.g. http://www.webmb.com)
However, the complexity and variety of medical conditions may lead to
safety concerns that may in turn prevent online medical advice from ever
being an adequate substitute for physicians.
CONCLUSION
It may be concluded that internet-related disintermediation has occurred
less frequently than many expected during the dot com boom because retailers
and wholesalers provide essential functions such as the extension of credit,
aggregation of products from different suppliers, and processing of returns. In
addition, shipping goods to and from the manufacturer can in many cases be far
less efficient than shipping them to a store where the consumer can pick them up
(if the consumer's trip to the store is ignored). In response to the threat of
disintermediation, some retailers have attempted to integrate a virtual presence
and a physical presence in a strategy known as bricks and clicks.
Thus for the time being, for most of the companies complete
disintermediation is not the most appropriate solution to cut down their costs on
supply chain. It will be better off if they go in for reintermediation i.e.
reorganise the supply chain management by making the most requisite changes.
SUMMARY
One aspect of the Internet, that has received much attention, is the web's
ability to close the gap between buyer and seller, thereby reducing or even
completely eliminating layers of middlemen or intermediaries in the distribution
channel. In their quest to meet the needs of demanding customers, companies
have restructured, reorganized, and reengineered to increase organizational
effectiveness and better satisfy key customers.
Disintermediation describes the process of eliminating traditional
intermediaries. Eliminating intermediaries can potentially reduce costs since
each intermediary must add to the price of the product in order to profit.
Taken to its extreme, disintermediation allows the supplier to transfer goods
and services directly to the consumer in a direct channel. Complete
disintermediation tends to be the exception because intermediaries can often
handle them. An intermediary that specializes in one function, such as
product promotion, tends to become more proficient in that function than a
nonspecialist.
Reintermediation can be defined as the reintroduction of an intermediary
between end users (consumers) and a producer. This term applies especially to
instances in which disintermediation has occurred first.
Both reintermediation and disintermediation are results of the dynamic
nature of the Internet. Disintermediation and reintermediation are basically both
related to the reorganization of the supply chain management of a company. If
the company goes in for the complete elemination of the intermediaries then it is
called disintermediation and if it is reorganized on the basis of some important
considerations of bringing in economy in the operations of its supply chain
management, then it is called reintermediation.
The various noteworthy features of disintermediation may be cost
reducing, competitive response, value improving, relationship capturing,
involvement of the retailer in disintermediation and benefits of disintermediation
to the retailer.
There may be some limiting factors for disintermediation /
reintermediation like copyright act, drug supply act etc.
For the time being, for most of the companies complete
disintermediation is not the most appropriate solution to cut down their costs on
supply chain. It will be better off if they go in for reintermediation i.e.
reorganise the supply chain management by making the most requisite changes.
Important Questions
Q.1: What do you understand by the concepts of Disintermediation and
Reintermediation?
Q.2: Discuss the various persumed motivations for Disintermediation and
Reintermediation?
Q.3: What are the factors which limit the scope of Disintermediation and
Reintermediation?
Q.4: Discuss the various benefitsof Disintermediation to the retailer?
Q.5: Discuss the need and importance of involvement of retailers in the
process of disintermediation?
Q.6: Briefly discuss the salient features of Disintermediation?
Q.7: Discuss the various sources of Disintermediation.
Q.8: Discuss the various limiting factors for Disintermediation.
Q.9: Discuss the importance of retaining the existing middlen in the new
setup of supply chain required by Disintermediation.
Q.10: Write an elaborated note on the future of Disintermediation for Indian
companies.
UNIT V
ON
S
5 E-ENABLED LOGISTICS MANAGEMENT
S
E
AND TRACKING SYSTEMS
L
Lesson Outline
Logistic Management
Physical Distribution
Inventory Management
Customer Service Level
E-enabled Logistics Management
E-enabled Tracking System
Radio Frequency Identification
LEARNING OBJECTIVES
Device
After reading this lesson you
should be able to:
Business Opportunities for
Logistics Tracking in India
Understand the meaning of e-
enabled logistics and tracking
Transactional Functional of
system
Distribution
Know about the need of
Logistic Functions of Distribution
selecting
the
optimum
Third Party Logistics
logistics level.
Possible measure to improve
customer service performance.
Understand
about
the
functioning and usage of RFID
for logistic management.
No about the various business
opportunities
for
logistics
tracking in India.
Learn about the need of IT for
supply chain integration.
Know the meaning and user of
transport logistics.
Know about the various
logistic function performed by
distribution.
In the present era of cut thought competition there is a price war amongst
the manufacturers in various industries. Therefore appropriate inventory
management is the most hot area. It extends a great deal of help if the supplies
are received in the right time. It helps the buyers in maintaining inventories at
just the right level so that they do not run out inventory or order too much of it.
It results into savings due to reduce stock requirements.
The application of Internet technology has propelled the SCM concept to
a new dimension. Originating as a management method to optimize internal
costs and productivities, SCM has evolved through the application of e-business
technologies into a powerful strategic function capable of engendering radically
new customer value propositions through the architecting of external, Internet
enabled collaborative channel partnerships. The emerging strategic capabilities
of SCM and the empowering technologies to be found in the Internet provide the
concept of logistics.
These days carrier`s use of Internet based technologies in their
operations is increasing. As organizations realizethe benefits of using the
Internet for various business processes, they are demanding greater visibility and
flexibility in their logistics operations. Carriers are working to turn that demand
to their advantage, leveraging the Itnernet to reduce overhead, increase
integration with partners and enhance customer service in a highly competitive
logistics industry.
With the development of RFID and other related technologies, the
electronic enabled supply chain will become part of every organization.
A supplier`s/manufacturer`s logistics system directly affects the
middlement`s ability to control costs and services to end users/customers. If
a manufacturer/supplier provides erratic delivery service to distributor`s
manufacture`s representatives, they are forced to carry higher inventory in
order to provide a satisfactory level of product availability to end users. The
inefficient logistics service results in increasing costs i.e. larger inventories
for the distributors. This is also likely to create stockouts of the supplier`s
products at the distributor level. Neither result is beneficial, because
distributor loyalty and marketing efforts will surely suffer and secondly, end
users will eventually change suppliers.
LOGISTICS MANAGEMENT
Logistics management involves the integration of transportation, inventory,
facilities, and communications to provide a level of logistics service desired
by customers and middlemen at the lowest possible cost.
A framework for selecting the optimum logistics system has been
portrayed in Figure 5.1 below.
Figure 5.1
Framework for Selecting the Optimum Logistic System
Desired/Required
service levels
Incremental
revenue
Contribution to
Profit
Incremental cost
of goods
ROI
Resource variables
Investment
Operating Costs
Inventory facilities
Inventory
Carrying Costs
Transportation
Bricks and
Warehousing Costs
information
Mortar Equipment
Transportation Costs
and Leases Systems
Clerical/Operating
Development & Hardware
Costs
Source: Adapted from "A Logistics Hotseat; Customer Service Redefined",
Cleveland Consulting Associates, Cleveland, Ohio, 1978.
An appropriate logistics system requires an appropriate physical
distribution design, efficient inventory management and an excellent customer
service level.
Physical Distribution
Physical distribution activities are concerned with the storage and the
movement of the finished products after their production and before their
consumption.
According to Saxena, The term physical distribution refers to the
outbound logistics or to the flow of products, services and information from the
firm to the consumer through a defined network of transportation links,
distribution nodes and a dedicated network of computers linking the firm to the
customer. This network may tie the firm to an individual customer or to other
firms that may either use the product for further value addition or to distribute it
to a larger market.1
According to Kotler, Physical distribution involves planning,
implementing and controlling the physical flows of materials and final goods
from points of use to meet customer requirements at a profit.2
According to perreault and McCarthy, Physical distribution concept the
requires that transporting, storing and product handling activities of a business
and a whole channel system should be co-ordinated as one system that seeks to
minimize the cost of distribution for a given service level.3
From the various definitions, it can be said that physical distribution
relates to the physical flow of goods from the manufacturers to the consumers
and also between the producers to the marketing middlemen.
In the present day industrial set up there is the need for an efficient
logistics system, which should enable quick deliveries and also be capable of
easy tracing of inventory.
1.
Saxena Rajan, Marketing Management, Tata McGraw Hill Publishing Company Ltd.,
New Delhi, 2002, p.413.
2.
Kotler Philip, Marketing Management ? Analysis, Planning, Implementation and
Control, Prentice Hall of India, New Delhi, 1994, p.585.
3.
Perreault William D. and McCarthy Jerome E., Basic Marketing, Tata McGraw Hill
Publishing Company Ltd., New Delhi, 2005, p.323.
According to Taff, The main activity centers of physical distribution are
transportation, inventory warehousing, unitization and order processing.4
According to Agrawal, Physical distribution function refers to the
movement of finished goods from the last point of production to consumers or
end users. In other words, this function of logistics facilitates marketing and
sales performance of the enterprise by means of timely and economical product
availability.5
Thus the various physical distribution considerations are important in the
design of new channels of distribution and in the modification of existing
systems because channel arrangements become physical distribution operating
parameters.
Importance of Physical Distribution Management
Physical distribution provides place-utility and time-utility to a product.
In other words, it is physical distribution that makes the product available at the
right place and at the right time, thereby maximizing the company`s chance to
sell the product and strengthening its competitive position.
Physical Distribution Costs
The costs of physical distribution rank third in the total cost of goods and
are exceeded only by costs of raw materials and labour. Economies achieved in
physical distribution of goods will go a long way in reducing the total logistics
costs.
According to Ramaswamy and Namakumari, Physical distribution is a
fertile area for cost savings. Over the years, in most businesses, physical
distribution costs have grown into a sizable chunk of the total costs and now
4.
Taff Charley C., Management of Physical Distribution and Transportation, Richard
D. Irwin Homewood, 1972, pp.3-20.
5.
Agrawal, D.K., Logistics and Supply Chain Management, Macmillan India Ltd., New
Delhi, 2003, p.36.
ranks second among all cost elements, next only to material costs. And
surprisingly, it has remained one of the neglected areas of cost control.6
Till recently, cost reduction has been being adopted in the production
and the marketing functions. Now, it is being adopted even in physical
distribution management. Savings effected thereby lead to a healthy bottom line.
Physical distribution efficiency is closely related to customer service.
Inventory Management
Inventory management is the buffer in the logistic system. It is another
important elements of physical distribution management. Inventories are needed
in industrial channels because of three important reasons. First, production and
demand for industrial products are not perfectly matched. Secondly, operating
deficiencies in the logistics system often would result in product unavailability
e.g. delayed shipments, inconsistent carriers` performance. Thirdly, industrial
customers cannot predict their product needs with certainty e.g. a machine
breakdown or a sudden need to expand production. Inventory is an alternative
method for providing the level of service required by industrial users. The level
of inventory is determined on the basis of cost, investment and revenue.
Customers Services Level
The service level and physical distribution system (PDS) design, that
yield the highest contribution of sales minus physical distribution costs must be
identified. The principal constraint in doing this is the difficulty of measuring
customer service and estimating sales response to service level. A predetermined
customer service level is selected as a minimum, and the system is designed to
meet this level with a minimum of cost.
Several possible measures of customer service can be glanced from
Fig.5.2. The choice of an appropriate measure or measures is situation specific
and is based on the service factor(s) most closely linked to customer satisfaction.
6.
Ramaswamy V.S. and Namakumari S., Marketing Management, MacMillan India
Ltd., New Delhi, 202, p.373.
The pre-transaction elements use measures that designate service capability
before it is provided. A target delivery data indicates the planned time of
delivery. The transaction elements gauge service performance for various
components of buyer-seller transactions. The post-transaction elements measure
customer service based on results or outcomes. (David W. Cravens et al.
Marketing Management, Homewood, Illinois, Richard D. Irwin, INC. 1988,
p.444). It must not be lost sight of that establishing communications between
buyers and sellers is an important factor in customer service.
Figure 5.2
Possible Measures of Customer Service Performance
Pre-transaction
Inventory
elements
availability
Target delivery
dates
Order status
Order tracing
Backorder status
Customer
Transaction
Shipment shortages
service
elements
Shipment delays
Product
substitutions
Routing change
Post-transaction
Actual delivery
elements
dates
Returns/adjustments
Source: Douglas M. Lambert and James R. Stock, Strategic Distribution
Management (Homewood, III, Richard D., Irwin, 1982), p.75.
E-ENABLED LOGISTICS MANAGEMENT
The logistics industry is undergoing a transformation as it is becoming
more and more e-enabled. It is becoming more dependent on information
technology to optimise storage and movement of inventory. This has provided
many an opportunity for software, hardware and services organisations targeting
the logistics segment. To meet these demands, the general tendency has been to
outsource service providers like third party service. To build up strength, many
third party service providers are going in for collaborations with fourth party
logistics mainly for consultancies and technology. The logistics services were
being offered on cost plus basis. Using fourth party logistics as the base, e-
Logistics has developed `eTrack' -- an innovative GSM based tracking system
for tracking mobile assets such as trucks, buses and vans, trailers, containers as
well as personal and public utility transport. The device along with applicable
software tools would enable truckers and shippers to exactly pinpoint the
location of their vehicles To begin with, e-Logistics industry had signed up with
various truck owners and shippers for installing, maintaining and providing
web-enabled information on the location of the trucks. Companies such as HLL,
Castrol, Maruti, Ford, Hyundai and the like had already finalized the alliance
with e-Logistics industry for supply of tracking devices to their transporters.
E-enabled Tracking System
The need for tracking is necessary for knowing about the exact location
of the inventories and to take some decisions on the basis of this information.
The term tracking` in logistics management means getting information about
the status of inventory and the location of inventory carrying vehicles etc. When
this information or tracking system uses some electronic devices for it then it is
called e-enabled tracking system.
The orders can be tracked by order number, waybill number, customer's
name or telephone number. Status information includes inventory on hand,
delivery information, purchase order validation, shipment transit information,
EDD (estimated delivery dates) and other information that enhances product
visibility through the supply chain. As part of ongoing commitment to develop
supply chain applications, new advances to increase velocity of critical
information include: 1) An Order Management System that improves ability to
manage the product procurement process on a global scale, 2) A
Transportation/Operation Planning System that offers the dynamic capability to
manage inbound and outbound orders, 3) A central managed inventory that
provides a global view of inventory across the network, either by product or
location, 4) Integration applications that allow connectivity across trading
partners, 5) Merge-in-transit that allows for single source consolidation of
multiple orders into a single delivery.
An e-enabled tracking system enables the company to provide a wide
variety of information such as the precise location of a truck, idle time and
estimated time of arrival at destination.
The tracking solution does not require any intervention of the truck
driver and data gets automatically transferred to E-Logistics as the truck passes
through a cellular tower.
Two-way communication between the truck owner and driver can be
provided through telemetric services.
RADIO FREQUENCY IDENTIFICATION DEVICE (RFID)
Radio Frequency Identification Device (RFID) is the technology that is
associated with tracking wildlife or enabling drivers to speed past electronic
tollbooths on the highway. Its working is simple. A radio frequency transponder
that contains a microchip (RFID tag) is placed on something being tracked and it
will emit or reflect a signal whenever it passes under a scanner. Decreasing chip
prices have made RFID technology cost effective for the supply chain.
RFID Technology and Tracking Systems
RFID Technology has an improvement over the bar-code technology.
Bar-code technology requires the forklift driver or warehouse operator to scan
the label on each carton manually to track what's being moved. RFID
technology would enable the same tracking by equipping an archway or
doorway with an RFID scanner that registers what's in the load when the forklift
drives through. The scanner simply reads the signals of tags within radio
transmission range. No human effort is required to track the load, except to drive
it through.
RFID is an automated form of bar-code tracking. Though both are used
for tracking the movement of goods, RFID can provide much more detailed
information on what the product is, where it's going, and how to handle it. RFID
tags have far greater capacity than bar-code labels for storing information.
In the future, supply chain management will require more than just
counting boxes. With RFID technology, manufacturers will know more about
their inventories than just numbers.
Additionally, the new generation of RFID technology is being reinvented
to work using the Internet. That unique product identifier could be hyperlinked
to additional information, including manufacturing batch and production history,
product handling instructions, storage or delivery instructions, expiration dates,
and other details. The possibilities are limited only by the imagination.
Business Opportunities for Tracking in India
Significant business opportunities await cellular service providers and
manufacturers of e-logistics devices for vehicle tracking from the public sector
oil companies in India.
As increased quantities of petroleum products are being moved across
the length and breadth of the country in tankers, oil companies are planning to
introduce vehicle tracking systems for better fleet management.
While this means big bucks for companies engaged in manufacture of e-
logistics devices, cellular service providers can also help themselves to a slice of
this pie, since the vehicle tracking systems essentially use the cellular networks
for two-way communication between the tanker owners and drivers.
IOC, which accounts for about 56 per cent of the country's total
petroleum consumption, has taken the lead in this regard, with HPCL and BPCL
putting up similar schemes on their drawing boards.
IOC is launching real-time truck tracking solution with the help of BSNL
and Chennai-based E-Logistics, which has brought out a patented vehicle
tracking system called e-Track.
The truck tracking solution operates on GSM technology, which involves
mounting a tracking device on the truck.
The device operates on the mobile network through auto generation of
SMS messages at pre-determined intervals, which are captured by BSNL's
towers and communicated to the central server of E-Logistics.
HPCL is also planning to launch vehicle tracking systems, having
recently completed a pilot project. BPCL is studying the vehicle tracking
devices market, while initiating dialogues with some of the manufacturing
companies and cellular service providers.
With the concept of fleet management through e-logistics solutions
gaining brisk grounds in the country, industry observers are of the opinion that
new players would enter the market, bring out new tracking devices.
When Wal-Mart required suppliers to track inventories with bar codes
over a decade ago, the results revolutionized supply chain management
practices. At the time, the goal of Wal-Mart's program was to track the flow of
product from dock to stock automatically. With the start of Wal-Mart`s use of
radio frequency identification (RFID) it is about to make history again.
Need of IT in Supply Chain Integration
Owing to the need of increased control and visibility, it is becoming very
necessary to keep track of orders and get visibility into the inventory at each step
in the supply chain. IT based e-enabled logistic and tracking system can prove a
great help to the distributors as they perform many value-added functions. These
functions can be broadly characterized as:
a)
Transactional
b)
Logistical
a)
TRANSACTIONAL FUNCTIONS
Transactional functions refer to making contact with buyers and using
marketing communication strategies to make them aware of products. They also
include matching product to buyer needs, negotiating price, and processing
transactions.
Contact with Buyers
The Internet provides a new channel for making contact with buyers. The
Internet channel adds value to the contact process in several ways. First, contact
can be customized to the buyer`s needs. For example, the Honda site
(www.honda.com) allows customers to find a dealer in their area where they can
buy Honda vehicles. Second, the Internet provides a wide range of referral
sources such as search engines, shopping agents, newsgroups, chat rooms, e-
mail, Web pages, and affiliate programs. Third, the Internet is always open for
business, 24 hours a day, seven days a week.
Marketing Promotion and Communications
The Internet enhances promotional coordination among intermediaries.
Firms e-mail ads and other material to each other, and all firms may view
current promotions on a Web site at any time. In contrast, companies in the
brick-and-mortar world would sometimes run promotions that retailers would
not know about it until consumers begin asking for the special deals.
The Internet adds value to the marketing communications function in
several ways. First, functions that previously required manual labor can be now
automated.
Secondly, communications can be closely monitored and altered minute
by minute. Third, software for tracking a user`s behavior can be used to direct
highly targeted communications to individuals.
Matching Product to Buyer's Needs
The Web excels at matching product to buyer`s needs. Given a general
description of the buyer`s requirements, shopping agents can produce a list of
relevant products. Shopping agents allow consumers to quickly compare prices
and features within product categories. Online retailers can also help consumers
match product to needs.
Negotiating Price
True price negotiation involves offers and counteroffers between buyer
and seller such as might be conducted in person, over the phone, or via e-mail ?
a two-way dialogue. Even so, shopping agents implicitly negotiate prices
downward on behalf of the consumer by listing companies in order of best price
first. Bidding, on the other hand, is a form of dynamic or flexible pricing in
which the buyer gives suppliers an equal opportunity to bid. Many businesses
currently conduct bidding online.
Online bidding has the effect of widening the supplier pool, thereby
increasing competition and lowering prices. Many auction houses allow buyers
to program an agent to represent them in bidding against other buyers or their
agents.
b)
LOGISTICAL FUNCTIONS
Logistical functions include physical distribution activities such as
transportation and inventory storage, as well as the function of aggregating
product. Logistical functions are often outsourced to third-party logistics
specialists.
Physical Distribution
Most products sold online are still distributed through conventional
channels. Yet any content that can be digitized can be transmitted from producer
to consumer over the Internet: text, graphics, audio, and video content etc.
Products currently delivered over the Net include television and radio programs,
magazines, books, newspapers, software, videos, and music. Online distribution
costs are significantly lower. Physical distribution of digital products, is
comparatively expensive. Physical distribution first requires the costly step of
embedding the content in a medium such as newsprint, plastic-coated paper, a
CD, or a diskette. The medium must then be packaged and shipped to the
consumer, further increasing costs.
Aggregating Product
In general, suppliers operate more efficiently when they produce a high
volume of a narrow range of products. Consumers, on the other hand, prefer to
purchase small quantities of a wide range of products. Channel intermediaries
perform the essential function of aggregating product from multiple suppliers so
that the consumer can have more choices in one location.
Third-Party Logistics ? Outsourced Logistics
A major logistics problem in the business to business (B2B) market is
reconciling the conflicting goals of timely delivery and minimal inventory. One
solution for many companies is to place inventory with a third-party logistics
provider. Taking logistics one step further, third parties can also manage the
company`s supply chain and provide value-added services such as product
configuration and subassembly. The logistics providers will even handle the
order processes, replenish stock when needed, and assign tracking numbers so
customers can find their orders.
Summary
Logistics management involves the integration of transportation,
inventory, facilities, and communications to provide a level of logistics service
desired by customers and middlemen at the lowest possible cost.
An appropriate logistics system requires an appropriate physical
distribution design, efficient inventory management and an excellent customer
service level.
The costs of physical distribution rank third in the total cost of goods and
are exceeded only by costs of raw materials and labour. Economies achieved in
physical distribution of goods will go a long way in reducing the total logistics
costs.
The logistics industry is undergoing a transformation as it is becoming
more and more e-enabled. It is becoming more dependent on information
technology to optimise storage and movement of inventory. This has provided
many an opportunity for software, hardware and services organisations targeting
the logistics segment. To meet these demands, the general tendency has been to
outsource service providers like third party service.
The need for tracking is necessary for knowing about the exact location
of the inventories and to take some decisions on the basis of this information.
The term tracking` in logistics management means getting information about
the status of inventory and the location of inventory carrying vehicles etc. When
this information or tracking system uses some electronic devices for it then it is
called e-enabled tracking system.
An e-enabled tracking system enables the company to provide a wide
variety of information such as the precise location of a truck, idle time and
estimated time of arrival at destination.
Radio Frequency Identification Device (RFID) is the technology that is
associated with tracking wildlife or enabling drivers to speed past electronic
tollbooths on the highway. Its working is simple. A radio frequency transponder
that contains a microchip (RFID tag) is placed on something being tracked and it
will emit or reflect a signal whenever it passes under a scanner. Decreasing chip
prices have made RFID technology cost effective for the supply chain.
RFID is an automated form of bar-code tracking. Though both are used
for tracking the movement of goods, RFID can provide much more detailed
information on what the product is, where it's going, and how to handle it. RFID
tags have far greater capacity than bar-code labels for storing information.
Significant business opportunities await cellular service providers and
manufacturers of e-logistics devices for vehicle tracking from the public sector
oil companies in India.
Owing to the need of increased control and visibility, it is becoming very
necessary to keep track of orders and get visibility into the inventory at each step
in the supply chain. IT based e-enabled logistic and tracking system can prove a
great help to the distributors as they perform many value-added functions.
The Internet enhances promotional coordination among intermediaries.
Firms e-mail ads and other material to each other, and all firms may view
current promotions on a Web site at any time. In contrast, companies in the
brick-and-mortar world would sometimes run promotions that retailers would
not know about it until consumers begin asking for the special deals.
Important Questions
Q.1: What do you understand by the term, e-enabled logistics system?
Q.2: Discuss the need and importance of e-enabled logistic system.
Q.3: What is an inventory tracking system? How it can be made e-enabled?
Q.4: What is RFID? Discuss its uses in logistics management.
Q.5: Discuss the various business opportunities for logistics tracking in India.
Q.6: Discuss the various transactional functions of distribution.
Q.7: Discuss the various logistics functions of distribution.
Q.8: What is third party logistics? Discuss its importance.
Q.9: Prepare a sketch of the appropriate framework for selecting the optimum
logistics system.
Q.10: Write a short note on the need and significance of IT for supply chain
integration.
This post was last modified on 14 March 2022