Intermodal freight terminals: Marketing channels and transport networks

An attempt has been made to combine the current theory about marketing channels with combined transport and logistics in order to develop a customer-based and broadly applicable approach to the study of combined freight transport in Europe. Furthermore, an analytical framework is provided as a starting, point for the analysis of the performance -in terms of quality- of intermodal freight terminals. Much of the current research on transport is based on a comparison of features of distinct transport modes and their (dis)advantages. However, this approach presents a problem, because it fails to take into account the different combined transport solutions that are offered by carriers and terminals. This problem leads to the central research question of this paper: Which opportunities do intermodal freight terminals offer for an efficient functioning of combined transport marketing channels? Towards this end, a description of the theory of marketing channels is given. This theory states that different types of flows are employed in marketing channels (e.g. payment, ordering, promotion, etc.). All these marketing channel flows are, in principle, customer driven. Next, the central position taken by intermodal freight terminals in combined transport marketing channels is examined. Finally, the analysis is combined in a new approach towards combined transport and logistics, named cogistics. Cogistics is the management of marketing channel flows from the point of origin (production) to the point of final consumption, in accordance with customer requirements and focused on using combined transport to the maximum extent possible. Opportunities that terminals offer for an efficient functioning of marketing channels are: (1) focusing on solutions that are customer driven; (2) facilitating extensive communication between marketing channel members; (3) co-ordinating an efficient marketing channel organisation; (4) choosing the right marketing channel partners; (5) introduction of marketing channel commitment, trust, and co-ordination; and (6) equal sharing of benefits.