Yesenia Anaya MendezMaria Preciado

Avery Suazo-GreathouseMartha Vidauri

MARKETING CHANNELS:DELIVERING CUSTOMER

VALUE

Marketing / Distribution Channels

•Interdependent organizations that help make a product or service available to consumers

•Channel members add value

Supply Chain Concept

•Upstream Partners• Supplies needed to create product

•Downstream Partners• Marketing or Distribution Channels

•Supply Chain• “Make and Sell”

•Demand Chain• “Sense and Respond”

Supply Chain Concept

•Value Delivery Network• Partnerships

improve performance of entire system

Adding Value Through Channel Memberships

Information

Promotion Contact

Matching Negotiation

Physical Distributi

on

Financing

Risk Taking

Intermediaries

•Intermediaries• Intensive• As many outlets

as possible

• Exclusive• Limited number of

dealers

• Selective• Use of some

intermediaries

Direct & Indirect Channels

Producer Producer Producer Producer Producer Producer

Wholesaler

Manufacturer’s representative

s or sales branch

Retailer RetailerBusiness Distribut

or

Business Distribut

or

Consumer

Consumer

Consumer

Business Consume

r

Business Consume

r

Business Consume

r

Channel Behavior

•Horizontal Conflict •Vertical Conflict

Vertical Marketing Systems

•Three Types of Systems•Corporate•Administered•Contract

Consumer

Wholesaler

Retailer

Producer

Horizontal Marketing System

•Creating New Opportunities through Partnerships

&

Multi-Channel Distribution System

Producer

Consumer Segment 1

Retailers

Consumer Segment 2

Distributor

Dealers

Business Segment 1

Business Segment 2

Direct

Farm

Farmers Market

Indirect

Farm

Cooling / Processing Facility

Retailer

Consumer

Driscoll’s Marketing Logistics

•Supply Chain Management & Logistics• Warehousing• Inventory Management• Transportation• Logistics Information

Management

Tracking the Product from Farm to Consumer

Tracking the Product from Farm to Consumer

REFLECTION

Sources

Kotler, P. & Armstrong, G. (2014). Principles of Marketing. Upper Saddle River, New Jersey: Pearson.

Follow Us To The Farm. (n.d.). Driscoll's: Only the Finest Berries. Retrieved October 23, 2014, from http://www.mydriscolls.com/

Where to Buy. (n.d.). Driscoll's: Only the Finest Berries. Retrieved October 22, 2014, from http://www.driscolls.com/berries/where-to-buy