ch08.docx
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ch08.docx
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ch08
Chapter8
TARGETMARKETSANDCHANNELDESIGNSTRATEGY
TeachingNotes
Thefocusofthischapterisanunderstandingofwhobuysproductsandhowthe“who”affectschannelstrategy.Thechapterleansheavilyonconsumerbuyingbehaviorthatstudentsnewtomarketingmaynotbefullyfamiliarwith.Asaresult,perhapsabriefexplanationofconsumerbuyingbehaviorliteratureisappropriatebeforediscussingthischapter.
ChapterObjectives
Marketconsiderationsareakeydeterminantofchannelstructurebecausemarketingchannelsmustreflecttheneedsandwantsofthecustomer–customercentric.
Marketvariablesarethemostfundamentalofallthevariablesaffectingchanneldesign.Marketingchanneldesignstrategyshouldbemarketdrivensoastomeetascloselyaspossiblethedemandsofthefirm’stargetmarkets.
Fourbasicdimensionsareusedtoanalyzemarketseffectivelyforchanneldesignpurposes.Theseare
(1)marketgeography,
(2)marketsize,(3)marketdensity,and(4)marketbehavior.
Channelmanagersmustunderstandthesedimensionsandsubdimensionsandhowtheyoperateinvariousmarketsandplanchannelstructurestoservethesemarketseffectivelyandefficiently.
Learningobjectives
1)Appreciatetheimportanceofmarketvariablesasthemostfundamentalandsignificantvariablestoconsiderforchanneldesignstrategy.
2)Befamiliarwiththeframeworkformarketanalysisanditsfourbasicdimensions.
3)Recognizetheimportanceofkeepingtrackofchangesinmarketgeographyasitmightaffectchanneldesignstrategy.
4)Knowhowmarketsizerelatestochanneldesignstrategy.
5)Knowtheconceptofefficientcongestionasitrelatestomarketdensity.
6)Understandthemeaningofmarketbehaviorintermsofthewhen,where,howandwhosubdimensions.
7)Realizethatanyorallofthesubdimensionsofmarketbehavioraresubjecttochange.
8)Becognizantoftheimplicationsofchangesinmarketbehavioronchanneldesignstrategy.
ChapterTopics
1)AFrameworkforMarketAnalysis
2)MarketGeographyandChannelDesignStrategy
3)MarketSizeandChannelDesignStrategy
4)MarketDensityandChannelDesignStrategy
5)MarketBehaviorandChannelDesignStrategy
ChapterOutline
AFrameworkforMarketAnalysis
Markets,whetherconsumerorindustrial,arecomplex.Frameworksconsistingoffourbasicdimensionsfordiscussingmarketsare:
1.Marketgeography
2.Marketsize
3.Marketdensity
4.Marketbehavior
Figure8.1illustratesthismarketframework.
Theemphasiswillbeonshowinghowthesemarketdimensionsinfluencechanneldesignstrategy.
MarketGeographyandChannelDesignStrategy
KeyTermandDefinition
▪Marketgeography:
Referstothegeographicalextentofmarketsandwheretheyarelocated.
Thechannelmanagerischargedwiththetaskofevaluatingmarketgeographyrelativetochannelstructuretomakesurethatthestructureisabletoservethemarketseffectivelyandefficiently.Changingmarketlocationsresultingfromexpandinggeographicalboundariesortheopeningupofnew,moredistantmarketsshouldsignalthechannelmanagerthatmodificationsinchannelstructuremaybeneeded.
1)LocatingMarkets
Thechannelmanagermaybecalledupontodelineatethegeographicallocationsoftargetmarkets.
Table8.1providesdefinitionsofthesegeographicalentitiesandTable8.2listssomeusefulsourcesforobtainingadditionalgeographicalmarketdata.
Asanin-classexercise,youmaywanttohavethestudentsexploretheamountofinformationobtainablefromthesesourcesforaparticularareacodeorZIPcode(suchastheschool’sorstudent’sresidence)toseehowpertinenttheinformationisthatisobtained.
Whatisrequiredofthechannelmanagerisanawarenessofandsensitivitytochangesinmarketgeographyreflectedinthedataandawillingnesstoexaminetheirpossibleimplicationsforchanneldesigndecisions.
MarketSizeandChannelDesignStrategy
KeyTermandDefinition
▪Marketsize:
Referstothenumberofbuyersorpotentialbuyers(consumerorindustrial)inagivenmarket.
Bucklindevelopedamodelrelatingmarketsizetochannelstructure,whichprovidessomeinsightforusingmarketsizedata.
Figure8.2showstheeffectofthenumberofbuyersontherelativecostofdirectchannelversusmiddlemanchannels.ThekeyteachinglessonhereisthatwhenthemarketsizereachespointUe,thecostoftheintermediarystructureisequaltothedirectstructure.
MarketDensityandChannelDesignStrategy
KeyTermsandDefinitions
▪Marketdensity:
Referstothenumberofbuyersorpotentialbuyersperunitofgeographicalarea.
Ausefulconceptthathelpstoillustratetherelationshipisthatofefficientcongestion.
▪Efficientcongestion:
Accordingtothisconcept,congested(high-density)marketscanpromoteefficiencyintheperformanceofseveralbasicdistributiontasks,particularlythoseoftransportation,storage,communication,andnegotiation.
Themajorstrategicimplicationofthisdiscussionisthattheopportunitytoachievearelativelyhighlevelofcustomeraccessatlowcostishigherindensemarketsthaninmoredispersedones.Eventhoughdensemarketsaremostoftenlocatedinmajormetropolitanareasandarethemostcompetitive,thelargenumberofcustomersincloseproximitytohugeassortmentsofproductsprovidesthegreatestopportunityandhighestlevelofefficiency.
Figure8.3showsatypicalJapanesechannelofdistributionforaconsumerproductandpointsoutthatduetoJapanesesocioculturalpatterns,Japanesechannelsarelongerthanwouldbeindicatedotherwise.
MarketBehaviorandChannelDesignStrategy
Thefourthdimension,marketbehavior,consistsoffoursubdimensions:
(1)whenthemarketbuys,
(2)wherethemarketbuys,(3)howthemarketbuys,and(4)whobuys.
1)WhentheMarketBuys
Neitherconsumernorindustrialmarketsbuyproductsonapreciselypredictabletimeschedulethatremainsconstantpertimeperiod.Weeklyanddailyvariationsinbuyerbehaviorarecommonattheretaillevelandvaryacrossdifferenttradeareasthroughoutthecountry.
Twoimportantimplicationsforthechannelmanagerarerelatedtothissubdimension:
a.First,seasonalvariationstendtocreatepeaksandvalleysinthemanufacturer’sproductionscheduling.Manufacturerswhoexperiencewideseasonalvariationsinthepurchaseoftheirproductsshouldattempttoselectchannelmemberswhoareamenabletobuyingintheoff-seasontohelpoffsetcarryingcosts.
b.Thechannelmanagershouldattempttoselectchannelmemberswhoareintunewiththechangingpatternsofwhenpeoplebuy.Inotherwords,thechannelmanagershouldtrytoavoidselectingchannelmemberswhoareoutoftouchwiththetimedemandsofthemarketstheyserve.
2)WheretheMarketBuys
Thetypesofoutletsfromwhichfinalbuyerschoosetomaketheirpurchasesandthelocationofthoseoutletsdeterminewherethemarketbuys.
Researchonwhereconsumersbuyisoftenbasedontheassumptionthattheywillbehavesoastomaximizetheirconvenienceintheselectionofretailoutlets.
Anincreasingamountofresearchseekstoexplainconsumerstorechoicebehaviorbasedonfactorsotherthanadesireforlocationalconvenience.Theself-imageoftheconsumer,hisorhersocialstatus,attitudes,values,andbeliefs,andtheoverallimageoftheretailstorehavebeenpostulatedasfactorsaffectingconsumerstorechoice.
Themajorstrategicimplicationforthechannelmanageristodevelopaneffectivechanneldesignstrategybyknowingwherecustomersgenerallybuyparticulartypesofproducts,and,moreimportantly,whetherthesepatternsmaybechanging.
3)HowtheMarketBuys
Customerpreferencesreflectedinpurchasebehaviorindicatehowthemarketbuys.
Table8.3showscontrastingbehaviorsrelatedtohowcustomersbuyattheconsumerlevel.Eachoftheeightbehaviorsinthetablecanvaryacrossdifferentmarketsegmentsandovertimeforanygivenproductcategory.
Atthispointinthelecture,youmaywanttogiveanexampleofaproductandaskthestudentstolisttheirownbehaviorswhenpurchasingthisproduct,wheretheypurchasetheproduct,whentheypurchasetheproductandwhetherornotstoreimageaffectstheirdecisionprocess.
OneofthemostprofoundchangesinhowthemarketbuysmayoccurintherealmofInternetshopping.Akeydeterminantinthepotentialgrowthofelectronicshoppingiswhetherconsumersandindustrialbuyersfindthismodeofshoppingandpurchasingtobesuperiortotraditionalmodes.
Thechangingnatureofhowcustomersbuymeansthatthechannelmanagermustbecloselytunedintowhatchangesarelikelytooccuranddeterminingwhethersuchchangesaretemporaryorlongterm.
4)WhoBuys
Thesubdimensionofwhodoesthebuyinghastwoaspects:
(a)whomakesthephysicalpurchase,and(b)whotakespartinthebuyingdecisions.
A)WhoMakesthePurchases
Fromachanneldesignstandpoint,whoactuallybuystheproductcanaffectthetypeofretailerstochooseintheconsumermarket,andmayalsoinfluencethekindsofchannelmemberstousetoservetheindustrialmarket.
Productpurchasesshouldnotbeconfusedwithproductusage.Careshouldthereforebetakentodistinguishbetweenwhousestheproductandwhomakestheactualpurchase.
Herethetextcomparesandcontraststhepurchasingofmen’sproductsbywomen.Adiscussionamongclassmembersatthispointmayelicitsomeinterestingopinionsandcommentsandcandrivethepointhomebetweenproductusageandproductpurchase.
B)WhoTakesPartintheBuyingDecision
Themoredifficultaspecttoanalyzethanwhoactuallymakesthephysicalpurchaseiswhodecidestomakethepurchaseinthefirs
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