Marketing Channels

Paper Summary:

This paper explains the eight step marketing channel flow design and applies this model to mass merchandiser Tesco Lotus and retail banker Bangkok Bank. The paper points out that Tesco Lotus relies on their series of supply chain management (SCM), logistics, order management, and pricing enterprise-wide computer systems to synchronize each of the eight flows; whereas, for Bangkok Bank, their eight flows of marketing channels are all direct as they own the entire distribution channel. The paper concludes that, while Bangkok Bank and Tesco Lotus are from significantly different industries, they share several common characteristics with regard to how they manage the eight flows of their marketing channels. The paper includes three figures.

Table of Contents:
Introduction
Discussion
Conclusion

From the Paper:

"Tesco Lotus must also strive to make each of the eight marketing channel flows as efficient as possible yet cannot be so focused on performance they lose sight of customer service and satisfaction. One of the key performance indicators (KPIs) that Tesco Lotus relies on to see how their business is performing is Inventory Turns. This measure how often their inventory is replaced every year, and it is common for mass merchandisers the size of Wal-Mart or Tesco to average between six and eight per year."

Sample of Sources Used:

• Howar Bellin "Best Practice Channel Management: The Channel Management Framework." Journal of Marketing Channels 14, no. 1/2 (July 1, 2006): 117
• Wei-yu Kevin Chiang, Dongsong Zhang, Lina Zhou. "Predicting and explaining patronage behavior toward web and traditional stores using neural networks: a comparative analysis with logistic regression." Decision Support Systems 41, no. 2 (January 1, 2006): 514-531.
• Yan Dong, Venkatesh Shankar, Martin Dresner. "Efficient replenishment in the distribution channel." Journal of Retailing 83, no. 3 (August 1, 2007): 253-278.
• Stephen James Kelly "Measuring attitudinal commitment in business-to-business channels." Marketing Intelligence & Planning 22, no. 6/7 (September 20, 2004) 636-651
• Tommi Laukkanen "Customer preferred channel attributes in multi-channel electronic banking." International Journal of Retail & Distribution Management 35, no. 5 (May 1, 2007): 393-412.

More papers on Marketing Channels:

• Research Paper # 98955 : "Marketing Channels for Franchising"
• Term Paper # 144012 : "Marketing Channels"
• Marketing Plan # 25908 : "Coca-Cola Company Marketing Plan"

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