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Kotler framework 5e_13_sppt
1.
Framework for Marketing
Management 13 Designing and Managing Integrated Marketing Channels 1
2.
Chapter Questions What
is a marketing channel system and value network? What work do marketing channels perform? What decisions do companies face in designing, managing, and integrating their channels? What key issues do marketers face with e- commerce and m-commerce? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-2
3.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-3 What is a Marketing Channel? A marketing channel system is the particular set of interdependent organizations involved in the process of making a product or service available for use or consumption.
4.
Intermediaries Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-4
5.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-5 Channels and Marketing Decisions A push strategy uses the manufacturer’s sales force, trade promotion money, and other means to induce intermediaries to carry, promote, and sell the product to end users A pull strategy uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries
6.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-6 Buyer Expectations for Channel Integration Ability to order a product online and pick it up at a convenient retail location Ability to return an online-ordered product to a nearby store Right to receive discounts based on total online and offline purchases
7.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-7 Table 13.1 Channel Member Functions Gather information Develop and disseminate persuasive communications Reach agreements on price and terms Acquire funds to finance inventories Assume risks Provide for storage Provide for buyers’ payment of their bills Oversee actual transfer of ownership
8.
Figure 13.1 Marketing
Flows in the Marketing Channel for Forklift Trucks Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-8
9.
Marketing Channel Levels Copyright
© 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-9
10.
Figure 13.2 Consumer
Markets Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-10
11.
Figure 13.2 Industrial
Markets Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-11
12.
Reverse-Flow Channels Copyright ©
2011 Pearson Education, Inc. Publishing as Prentice Hall 13-12
13.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-13 Designing a Marketing Channel System Analyze customer needs Establish channel objectives Identify major channel alternatives Evaluate major channel alternatives
14.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-14 Identifying Channel Alternatives Types of intermediaries Number of intermediaries Terms and responsibilities
15.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-15 Number of Intermediaries Exclusive Selective Intensive
16.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-16 Terms and Responsibilities of Channel Members Price policy Condition of sale Distributors’ territorial rights Mutual services and responsibilities
17.
Figure 13.3 The
Value-Adds versus Costs of Different Channels Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-17
18.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-18 Channel-Management Decisions Selecting channel members Training channel members Motivating channel members Evaluating channel members Modifying channel members
19.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-19 Channel Power Coercive Reward Legitimate Expert Referent
20.
Channel Integration and
Systems Vertical marketing systems Corporate VMS Administered VMS Contractual VMS Horizontal marketing systems Multichannel systems Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-20
21.
Integrated Marketing Channel System Copyright
© 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-21
22.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-22 Channel Conflict What types of conflict arise in channels? What causes conflict? What can marketers do to resolve it?
23.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-23 Causes of Channel Conflict Goal incompatibility Unclear roles and rights Differences in perception Intermediaries’ dependence on manufacturer
24.
E-Commerce Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-24 Pure-click Brick-and-click
25.
M-Commerce Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 13-25
26.
For Review What
is a marketing channel system and value network? What work do marketing channels perform? What decisions do companies face in designing, managing, and integrating their channels? What key issues do marketers face with e- commerce and m-commerce? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-26
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