MARKETING CHANNELS DELIVERING CUSTOMER VALUE Yesenia Anaya Mendez

MARKETING CHANNELS: DELIVERING CUSTOMER VALUE Yesenia Anaya Mendez Maria Preciado Avery Suazo-Greathouse Martha Vidauri

Marketing / Distribution Channels • Interdependent organizations that help make a product or service available to consumers • Channel members add value

Supply Chain Concept • Upstream Partners • Supplies needed to create product • Downstream Partners • Marketing or Distribution Channels • Supply Chain • “Make and Sell” • Demand Chain • “Sense and Respond”

Supply Chain Concept • Value Delivery Network • Partnerships improve performance of entire system

Adding Value Through Channel Memberships Informatio n Matching Promotion Contact Negotiatio n Physical Distributio n Financing Risk Taking

Intermediaries • Intensive • As many outlets as possible • Exclusive • Limited number of dealers • Selective • Use of some intermediaries

Direct & Indirect Channels Producer Producer Manufacturer’s representatives or sales branch Wholesale r Retailer Consumer Producer Business Consumer Business Distributor Business Consumer

Channel Behavior • Horizontal Conflict • Vertical Conflict

Vertical Marketing Systems • Three Types of Systems • Corporate • Administered • Contract Producer Retailer Wholesaler Consumer

Horizontal Marketing System • Creating New Opportunities through Partnerships &

Multi-Channel Distribution System Producer Consumer Segment 1 Retailers Distributor Consumer Segment 2 Dealers Business Segment 1 Business Segment 2

Direct Indirect Farmers Market Cooling / Processing Facility Retailer Consumer

Driscoll’s Marketing Logistics • Supply Chain Management & Logistics • • Warehousing Inventory Management Transportation Logistics Information Management

Tracking the Product from Farm to Consumer

Tracking the Product from Farm to Consumer

REFLECTION

Sources Kotler, P. & Armstrong, G. (2014). Principles of Marketing. Upper Saddle River, New Jersey: Pearson. Follow Us To The Farm. (n. d. ). Driscoll's: Only the Finest Berries. Retrieved October 23, 2014, from http: //www. mydriscolls. com/ Where to Buy. (n. d. ). Driscoll's: Only the Finest Berries. Retrieved October 22, 2014, from http: //www. driscolls. com/berries/where-to-buy