1
Designing and Managing
Integrated Marketing
Channels
Anthony T. Medalla
Ateneo Graduate School of Business
December 8, 2...
Outline:
Designing and Managing
Integrated Marketing Channels
1. Importance of marketing channels and
values network
2. Un...
Outline:
Designing and Managing
Integrated Marketing Channels
6. Identifying and Evaluating Major Channel
Alternatives
7. ...
Designing and Managing
Integrated Marketing
Channels
Designing and Managing
Integrated Marketing
Channels
Designing and Managing
Integrated Marketing
Channels
1. Importance of marketing
channels and values network
1. Importance of marketing
channels and values network
2. Understanding customer
needs and value network
2. Understanding customer
needs and value network
3.The role of marketing
channels
0 Level
1 Level
2 Level
3 Level
4.Channel Design Decisions
Analyzing
Customer Needs
5.Establishing Objectives
and Constraints
Channels
Objectives
Prepare larger environment
Product
6.Identifying and
Evaluating Major Channel
Alternatives
Exclusive Distribution Selective Distribution Intensive Distributi...
Selecting Channel Members
7.Channel Management
Decisions
8.Channel Integration and
Systems
Vertical Horizontal Integrated Multi Channel
9.Conflict, Cooperation and
Competition
Conflict VS
Cooperate
Competition
10.E-Commerce Marketing
Practices
Pure-Click Brick-Click M-Commerce
Summary:
Designing and Marketing
Integration Marketing Channels
think
Marketing channel
Summary:
Designing and Marketing
Integration Marketing Channels
think
Revenue will knock
Summary:
Designing and Marketing
Integration Marketing Channels
Consider customer needs
Summary:
Designing and Marketing
Integration Marketing Channels
cooperate
think
Revenue will knock
Consider customer needs...
23
Designing and Managing
Integrated Marketing
Channels
Anthony T. Medalla
Ateneo Graduate School of Business
December 8, ...
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Designing And Managing Integrated Marketing Channels Visual Edition

  1. 1. 1 Designing and Managing Integrated Marketing Channels Anthony T. Medalla Ateneo Graduate School of Business December 8, 2009
  2. 2. Outline: Designing and Managing Integrated Marketing Channels 1. Importance of marketing channels and values network 2. Understanding customer needs and value network 3. The role of marketing channels 4. Channel design decisions 5. Establishing objectives and Constraints
  3. 3. Outline: Designing and Managing Integrated Marketing Channels 6. Identifying and Evaluating Major Channel Alternatives 7. Channel management decisions 8. Channel integration systems 9. Conflict, cooperation and competition 10. E-commerce marketing practices
  4. 4. Designing and Managing Integrated Marketing Channels
  5. 5. Designing and Managing Integrated Marketing Channels
  6. 6. Designing and Managing Integrated Marketing Channels
  7. 7. 1. Importance of marketing channels and values network
  8. 8. 1. Importance of marketing channels and values network
  9. 9. 2. Understanding customer needs and value network
  10. 10. 2. Understanding customer needs and value network
  11. 11. 3.The role of marketing channels 0 Level 1 Level 2 Level 3 Level
  12. 12. 4.Channel Design Decisions Analyzing Customer Needs
  13. 13. 5.Establishing Objectives and Constraints Channels Objectives Prepare larger environment Product
  14. 14. 6.Identifying and Evaluating Major Channel Alternatives Exclusive Distribution Selective Distribution Intensive Distribution
  15. 15. Selecting Channel Members 7.Channel Management Decisions
  16. 16. 8.Channel Integration and Systems Vertical Horizontal Integrated Multi Channel
  17. 17. 9.Conflict, Cooperation and Competition Conflict VS Cooperate Competition
  18. 18. 10.E-Commerce Marketing Practices Pure-Click Brick-Click M-Commerce
  19. 19. Summary: Designing and Marketing Integration Marketing Channels think Marketing channel
  20. 20. Summary: Designing and Marketing Integration Marketing Channels think Revenue will knock
  21. 21. Summary: Designing and Marketing Integration Marketing Channels Consider customer needs
  22. 22. Summary: Designing and Marketing Integration Marketing Channels cooperate think Revenue will knock Consider customer needs Good channel partner
  23. 23. 23 Designing and Managing Integrated Marketing Channels Anthony T. Medalla Ateneo Graduate School of Business December 8, 2009

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