유통관리 9 1

Summary

This lecture focuses on the design of distribution channel structures, detailing essential steps such as recognizing the need for a new distribution channel, analyzing market characteristics, and understanding product influences. Key factors include consumer preferences, purchasing behaviors, and product types (e.g., luxury, pre-sale, and mass-market goods). The lecture also explores how product life cycles, legal and technological environments, and market-specific regulations influence channel design. Emphasizing adaptability, the discussion provides practical insights into creating effective and efficient distribution strategies for various product categories and market conditions.

Takeaways

• 😀 Distribution channel design is crucial when launching new products, entering new markets, or responding to competition and market changes.
• 😀 Market characteristics, such as consumer behavior, influence distribution channel design, especially the preferred buying channels for different customer segments (e.g., women buying men's clothing).
• 😀 In business-to-business markets, distribution channel design should focus on the preferences and values of the purchasing company, such as the importance of fast service or low price.
• 😀 Product characteristics, such as luxury vs. everyday items, determine the distribution strategy. Luxury products often require exclusive channels, while everyday products benefit from intensive distribution.
• 😀 The product life cycle influences distribution strategies. In the introduction stage, direct sales or limited distribution channels are used, while the growth stage may require more channels to expand the customer base.
• 😀 In the maturity stage of the product life cycle, intensive distribution is crucial to reach a broader audience, whereas in the decline stage, cost-effective channels like the internet should be utilized.
• 😀 Product characteristics like size, weight, and customization require tailored distribution strategies, such as direct or specialized channels for high-touch or complex products.
• 😀 The legal environment can significantly impact distribution channel design, as seen with US alcohol laws and direct sales regulations in China, where companies must adapt to local laws.
• 😀 The technological environment, particularly advancements in information technology, plays a key role in efficient inventory and supply chain management, improving communication between channel members.
• 😀 Product features such as technical complexity or customization also influence the choice of distribution channel, with high-tech or customized products often requiring specialized channels with expert salespeople.

Q & A

What is the first step in designing a distribution channel?

The first step in designing a distribution channel is recognizing the need for it. This is often triggered by the launch of a new product, market expansion, competitive challenges, or changes in broker policies.

How do market characteristics affect the design of distribution channels?

Market characteristics, such as consumer behavior and market size, play a significant role. Understanding who the buyers are, such as whether they are men or women, can influence the channels used. In B2B markets, the preferences of purchasing companies, such as the need for quality or service support, also determine the channel design.

How do product characteristics influence distribution channel design?

Product characteristics, such as the level of service required, price point, and customer interaction, influence channel design. Luxury products require exclusive channels with high-touch service, while mass-market products often use intensive distribution through broad networks.

What is the distribution strategy for premium products?

Premium products, like luxury cars or specialty items, typically use exclusive distribution, meaning the product is available through limited retailers or directly from the manufacturer. These products often require significant customer service and interaction.

What is selective distribution, and when is it used?

Selective distribution is a strategy where products are sold through a limited number of carefully chosen retailers. It is used for products that are not mass-market but still need wider availability than exclusive products, such as high-end electronics or home appliances.

What is the role of distribution in the product life cycle?

Distribution channels should evolve with the product life cycle. During the introduction stage, direct sales and intensive service are important. As the product moves to the growth stage, distribution expands through agents and franchises. In the maturity stage, mass distribution is used, while in the decline stage, cost-effective channels like online sales are preferred.

How does the size and weight of a product affect distribution channel design?

Larger and heavier products usually require shorter, more direct distribution channels to minimize handling costs and complexities. Fragile products, on the other hand, may need channels that reduce the number of transactions to minimize the risk of damage.

How do legal environments impact distribution channel design?

Legal environments can significantly influence how distribution channels are structured. For example, U.S. laws governing the sale of alcohol or restrictions on pyramid schemes in some countries dictate how companies can sell their products, often leading to changes in distribution strategies.

What technological factors affect distribution channel design?

Technological factors such as inventory management systems and communication technologies enable more efficient distribution. Real-time sales data from POS (Point of Sale) systems help manufacturers and distributors manage inventory, reduce waiting times, and improve coordination.

Why is understanding buyer behavior crucial for designing a distribution channel?

Understanding buyer behavior is essential because it directly impacts how a company should design its distribution channels. For example, knowing that women are more likely to purchase men's clothing in department stores can lead to a channel design centered around those stores. In B2B markets, understanding the needs of purchasing companies allows for the creation of tailored channels.