Marketing 360. Capítulo 5 - Canales de distribución
Summary
TLDRThe video script discusses the critical role of distribution channels in marketing strategies, explaining how they connect products and services to consumers through intermediaries. It highlights the benefits of distribution channels in saving time and providing convenience to customers. The script also covers different types of distribution channels, including direct and indirect channels, and their levels, such as consumer goods, industrial goods, and services. It emphasizes the importance of selecting the appropriate channel based on the product type and desired market coverage.
Takeaways
- 🔄 **Distribution Channels Defined**: A distribution channel is a series of businesses or intermediaries through which a product or service travels to reach the end consumer.
- 🕒 **Time Saving**: Channels provide the benefit of saving time for consumers by reducing the distance they need to travel to obtain a product or service.
- 📍 **Place and Utility**: Channels provide the convenience of making products available where, when, and in the quantities that customers want.
- 🚚 **Logistical Functions**: Channels are responsible for functions such as assembly, storage, sorting, and transportation.
- 🔄 **Wholesalers and Retailers**: They buy in bulk from manufacturers and sell smaller quantities to other channels or customers, sharing risks with manufacturers.
- 🛒 **Direct and Indirect Channels**: Direct channels allow consumers to buy directly from manufacturers, while indirect channels involve intermediaries like wholesalers or retailers.
- 🏬 **Types of Channels**: Include consumer goods distribution channels with varying levels of intermediaries, direct channels with no intermediaries, and industrial goods distribution channels.
- 🏭 **Industrial Goods Channels**: These channels are designed to deliver raw materials and components to businesses that transform them into finished products.
- 🤝 **Service Channels**: Services are intangible but often involve direct contact with the service provider, such as doctors or transportation services.
- 📈 **Channel Selection**: The choice of distribution channels depends on the type of product, service, or desired coverage; not all channels are suitable for every business.
- 🌐 **Channel Control and Coverage**: Shorter channels offer more control but may have limited coverage and higher prices.
Q & A
What is a distribution channel?
-A distribution channel, also known as a marketing channel, is a key element in marketing strategies that revolve around a product. It is a chain of businesses or intermediaries through which a good or service travels until it reaches the end consumer.
Why are distribution channels important?
-Distribution channels are important because they provide benefits to consumers in terms of saving time when large distances have to be covered to satisfy their needs through a product or service. They also handle various logistical and distribution functions.
What are the functions of distribution channels?
-Distribution channels are responsible for assembly, storage, classification, and transportation. They facilitate pre-sale and post-sale services, creating efficiencies.
What is the difference between a wholesaler and a retailer?
-Wholesalers buy large quantities of products from manufacturers and then sell smaller quantities to many others, such as other channels or customers. Retailers, on the other hand, sell directly to consumers.
How do distribution channels share risks with manufacturers?
-Most distribution channels buy products in advance, sharing the risk with manufacturers and doing their best to sell the products.
What are direct and indirect distribution channels?
-A direct distribution channel allows consumers to make purchases directly from the manufacturer. An indirect channel allows consumers to buy products from a wholesaler or retailer.
What are the types of distribution channels for consumer goods?
-There are different types of distribution channels for consumer goods, including direct channels with no intermediaries, and channels with one or two levels of intermediaries, such as minoristas (retailers) or both minoristas and mayoristas (wholesalers).
What is the distribution channel for industrial goods?
-The distribution channel for industrial goods is designed to deliver raw materials and components to companies that transform them into a final product. The most common channel is from manufacturers to industrial clients.
How do distribution channels work for services?
-For services, the purpose of distribution channels is to deliver products to consumers through intermediaries. Services are intangible and often involve direct contact with the service provider, such as with medical professionals or transportation services.
Why is it important for companies to select the right distribution channel?
-It is important for companies to select the right distribution channel because the use of distribution channels depends on the type of product or service and the coverage they aim to achieve. Not all distribution channels work for every business.
How does the length of a distribution channel affect control and price?
-Shorter distribution channels allow for more control but may have more limited coverage and higher prices. Longer channels can cover a broader area but may be less controllable.
Outlines
🛍️ Distribution Channels in Marketing
This paragraph discusses the critical role of distribution channels in marketing strategies. It explains that these channels are a series of businesses or intermediaries through which products or services travel to reach the end consumer. The benefits to consumers include saving time by not having to travel long distances to satisfy their needs. Channels provide time, place, and possession utility, ensuring products are available when, where, and in the quantities desired by customers. They handle various logistical and physical distribution functions, such as assembly, storage, classification, and transportation. Channels also facilitate pre-sale and post-sale services, creating efficiencies. Wholesalers and retailers buy in bulk from manufacturers and sell smaller quantities to other channels or customers, sharing risks as most channels purchase products upfront. There are direct and indirect channels; direct channels allow consumers to buy from manufacturers, while indirect channels involve purchasing from wholesalers or retailers. The paragraph outlines different types of distribution channels, including consumer goods distribution, which may involve different levels of intermediaries, and industrial goods distribution, which focuses on delivering raw materials and components to businesses for transformation into final products. It also touches on service distribution, emphasizing that services, despite being intangible, often involve personal contact with the service provider.
Mindmap
Keywords
💡Distribution Channel
💡Time, Place, and Form Utility
💡Logistics
💡Wholesalers
💡Retailers
💡Direct Channels
💡Indirect Channels
💡Consumer Goods Distribution
💡Industrial Goods Distribution
💡Service Distribution
💡Channel Selection
Highlights
A distribution channel is a key element in marketing strategies revolving around a product.
It is a chain of businesses or intermediaries through which a good or service travels to reach the end consumer.
The importance of distribution channels lies in the benefit they provide to consumers in terms of saving time.
They make the product available when, where, and in the quantities the customer wants.
Distribution channels are responsible for various logistical and physical distribution functions.
Wholesalers and retailers buy large quantities of products from manufacturers but sell in smaller quantities to many other channels or customers.
Channels share risks with manufacturers since most buy products in advance.
There are direct and indirect distribution channels; direct channels allow consumers to purchase from manufacturers.
Indirect channels allow consumers to buy products from wholesalers or retailers.
There are different types of distribution channels, such as consumer goods channels, which use various levels of intermediaries.
The direct manufacturer-to-consumer channel has no intermediaries.
The channel with producers, retailers, and consumers has one level of intermediaries, known as a two-level channel.
The channel with producers, wholesalers, retailers, and consumers has two levels of intermediaries and is called a three-level channel.
Small merchants of food and medicines often use the three-level channel.
Industrial goods distribution channels deliver raw materials and components to companies that transform them into final products.
The producer-to-industrial-customer channel is the most common for industrial products as it is the shortest and fastest.
Service distribution channels are characterized by intangibility, yet there is often contact with the service provider.
The selection of a distribution channel depends on the type of product or service and the desired coverage.
Not all distribution channels work for everyone, so it is crucial for companies to choose the right one.
Transcripts
[Música]
y canal de distribución también llamado
canal de comercialización es un elemento
clave en todas las estrategias de
marketing que giran alrededor del
producto un canal de distribución es una
cadena de negocios o intermediarios a
través de los cuales viaja un bien o
servicio hasta llegar al consumidor
final la importancia del canal de
distribución radica en el beneficio que
se brinda a los consumidores en cuanto
al ahorro de tiempo cuando hay que
recorrer grandes distancias para
satisfacer sus necesidades mediante un
producto o servicio proporcionan tiempo
lugar y utilidad de propiedad hacen que
el producto esté disponible cuando dónde
y en qué cantidades quiere el cliente
además se encargan de distintas
funciones logística y distribución
física los canales de comercialización
son responsables del montaje
almacenamiento clasificación y
transporte facilitación los canales de
distribución e incluso brindan servicios
de preventa y post compra creando
eficiencias los mayoristas y minoristas
compran grandes cantidades de producto a
los fabricantes pero parten a granel
vendiendo pocos a la vez a muchos otros
canales o clientes
compartiendo riesgos dado que la mayoría
de los canales compran los productos de
antemano también comparten el riesgo con
los fabricantes y hacen todo lo posible
para venderlo finalmente también manejan
el madre a menor medida pero la manera a
todo esto tenemos los canales directos e
indirectos un canal directo permite al
consumidor realizar compras al
fabricante mientras que un canal en
directo permite al consumidor comprar
los productos a un mayorista o minorista
de estos surgen los tipos de canales
tenemos el canal de distribución de
bienes de consumo nuestros canales
tienen la finalidad de hacer llegar los
productos al consumidor final mediante
diferentes niveles de intermediarios
el fabricante consumidor también llamado
canal directo no cuenta con niveles de
intermediarios y los fabricantes venden
directamente a los consumidores canal
productores minoristas consumidores
denominado canal 2 este tipo de canal
solo tiene un nivel de intermediarios
que son los minoristas
canal productores mayoristas minoristas
consumidores este canal tiene dos
niveles de intermediarios y se denomina
canal 3 este lo utilizan con frecuencia
los pequeños comerciantes de alimentos y
de medicinas o bien aquellos fabricantes
que no tienen la capacidad de hacer
llegar sus productos al consumidor
canal de distribución de los bienes
industriales este tipo de canales de
llegar las materias primas y componentes
a las empresas que luego se encargan de
transformarlos para obtener un producto
final canal fabricantes clientes
industriales es el canal más común para
los productos industriales pues es el
más corto y rápido por ejemplo en
relación con los fabricantes de equipos
de construcción canal de distribución de
los servicios como se han mencionado la
finalidad de los canales de marketing o
de distribución es hacer llegar los
productos a los consumidores por
conducto de los intermediarios canal
productor consumidor los servicios son
característica intangible sin embargo
casi siempre se tiene contacto con la
persona que brinde el servicio por
ejemplo médicos transportes entre otros
existen más canales de distribución pero
estos fueron los necesarios para
explicar el tema japonés los canales de
distribución tienen diferentes conductas
y entre más corto sea éste más se puede
controlar aunque la cobertura será más
limitada y el precio más elevado como
seleccionar un canal de distribución la
utilización de los canales de
distribución dependerá del tipo de
producto o servicio o cobertura que
pretenda no todos los canales de
distribución funcionan para todos
por lo que es importante que las
empresas elijan el correcto
[Música]
[Música]
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