Marketing 360. Capítulo 5 - Canales de distribución

Mercadotecnia Total

14 Feb 202105:02

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

00:00

🛍️ 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

A distribution channel refers to the network of intermediaries through which a product or service travels from the producer to the end consumer. It is central to marketing strategies as it facilitates the availability of goods and services to consumers. In the script, it is mentioned as a chain of businesses that save consumers time and effort by making products available when, where, and in the quantities they desire.

💡Time, Place, and Form Utility

Time, place, and form utility are benefits provided by distribution channels that make products available to consumers at the right time, in the right place, and in the form they need. The script explains how distribution channels ensure that products are accessible to customers, thus enhancing the utility of the product.

💡Logistics

Logistics encompasses the activities involved in the movement and management of goods from the point of origin to the point of consumption. The script mentions that distribution channels are responsible for functions such as packing, storage, sorting, and transportation, which are all part of the logistics process.

💡Wholesalers

Wholesalers are intermediaries that purchase goods from manufacturers in bulk and then sell them in smaller quantities to retailers or other businesses. The script discusses how wholesalers share risks with manufacturers by buying products in advance and then selling them in smaller quantities.

💡Retailers

Retailers are businesses that sell goods or services to consumers for personal, family, or household use. They are the final link in the distribution channel before reaching the end consumer. The script refers to retailers as those who sell products to consumers in smaller quantities.

💡Direct Channels

Direct channels are distribution channels where consumers can purchase directly from the manufacturer without any intermediaries. The script explains direct channels as those that allow consumers to buy from the producer, bypassing any middlemen.

💡Indirect Channels

Indirect channels involve one or more intermediaries between the manufacturer and the end consumer. The script mentions that indirect channels can include retailers or wholesalers, where consumers purchase products through these intermediaries rather than directly from the manufacturer.

💡Consumer Goods Distribution

Consumer goods distribution refers to the process of making products available to end consumers through various levels of intermediaries. The script describes different levels of distribution channels, such as direct sales to consumers (no intermediaries), one level of intermediaries (retailers), and two levels (wholesalers and retailers).

💡Industrial Goods Distribution

Industrial goods distribution involves the movement of raw materials and components to businesses that transform them into finished products. The script explains that this type of distribution channel is common for industrial products, as it is the shortest and fastest way to reach industrial customers.

💡Service Distribution

Service distribution refers to the process of delivering services to consumers. Unlike physical goods, services are intangible and often require direct interaction with the service provider. The script mentions examples such as medical services and transportation, where the service provider is directly involved.

💡Channel Selection

Channel selection is the process by which a company chooses the appropriate distribution channels for its products or services. The script emphasizes the importance of selecting the right channel based on the type of product, service, or desired coverage, as not all channels are suitable for every business.

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.