COSTS OF MARKETING CHANNELS FLOWS: BUSINESS CASES APPLYING A CHANNEL VALUE CAPTURE ANALYSIS TOOL
Abstract
Distribution channels are a union of independent organizations involved in the process of making available products and services to consumers. In this process, members of a channel perform marketing flows like storage, promotion, service, negotiation, financing, risk, information, order and payment. The channel members like producers, intermediates and consumers fall within costs to perform these marketing flows. The purpose of this paper is to show and apply a system for distribution channels value capture analysis, based in the marketing flows performance. This was done after a literature review and the study of some models, theories and systems that take into consideration aspects of marketing flows performance and added value as a service output determinant, and contemplates the following steps: 1. weighted marketing flows scores and division of members activities to calculate the normative channel profit share; 2. channel members costs and margins surveys to calculate the real channel profit share and compare to normative profit share; and 3. results analysis and managerial implications for planning and management of marketing channels. The tool was applied on two companies of two different industries, one in the animal feed and the other in the dairy industry, focusing channels structured for selling to retailers. It was possible verify some advantages and limitations of the system as a tool for analyzing and planning marketing channels. In this way, the research outcomes are a channel analysis and evaluation system that could be applied for any company that pursue a conventional channel system, with necessary adaptations to companies or market segment specificities.
KEYWORDS: Distribution channel; Marketing flows; Channel value capture; Channel costs; Distribution efficiency.
Downloads
Published
Issue
Section
License
Once the papers have been approved, the authors will assign their copyrights to this Journal. The Copyright Assignment Conditions include:
1. The Mackenzie Administration Journal holds the rights to all the papers published therein through assignment of copyright.
2. The author retains moral rights to the paper, including the right to identify the author whenever the article is published.
3. As of July 1, 2015 RAM adopted the CC-BY license standard (Creative Commons– BY). Authors are allowed to copy, distribute, display, transmit and adapt articles. Authors must attribute to RAM explicitly and clearly an article’s original publication (with reference to the journal’s name, edition, year and pages in which the article was originally published), yet without suggesting that RAM endorses the author or its use of the article. Contents are released by means of the CC-BY license to fully inter-operate with a variety of different systems and services, including for commercial purposes. In case of an article’s reuse or distribution, authors must make the article’s licensing terms clear to third parties. CC-BY criteria follow open access policies by major OA (Open Access) publishers and journals, such as PLoS, eLife, Biomed Central and Hindawi, among others.
4. When formally requested by the author, this Journal may allow the paper to be published as a chapter or part of a book. The only requirement is that prior publication in this Journal (Journal name, issue, year and pages) must be clearly and explicitly shown as a reference.
