 Customers desired service output
levels:
1. Lot size
2. Waiting time
3. Spatial convenience
4. Product Variety
5. Servic...
 Identifying major channel alternatives:
1. Types of intermediaries : The firm
need to identify the types of
intermediari...
2. Number of intermediaries: Exclusive
distribution
i. Exclusive
ii. Selective
iii. Intensive
 Terms and responsibility of channel
partners:
 Each channel member must be
treated respectfully and given
opportunities...
 Trade-relation mix:
1. Price policy
2. Conditions of sale
3. Territorial rights
4. Mutual services and responsibilities
 Evaluating channel members:
1. Economic
2. Control
3. Adaptive
 Channel management decisions:
1. Selecting channel members:
2. Training channel members
3. Motivating channel members: C...
 Eliciting power to Co-operate:
1. Coercive power
2. Reward power
3. Legitimate power
4. Expert power
5. Referent power
 Channel Dynamics: distribution
channels do not stand still.
1. Conventional Marketing system
2. Vertical Marketing Syste...
3. Horizontal Marketing systems:
Symbiotic marketing
4. Multi-channel marketing systems
 Conflict , co-operation and
Competition:
1. Types: Vertical, Horizontal,
Multichannel
2. Causes
3. Managing Channel Conflict:
i. Superordinate goals,
ii. Exchange persons,
iii. Cooptation,
iv. Joint membership,
v. Dipl...
 Legal & Ethical Issues in Marketing:
i. Exclusive Dealing
ii. Exclusive territories
iii. Tying arrangements: Full-line f...
 Wholesaling includes all the activities
involved in selling goods or services to
those who buy for resale or business
us...
 Functions of wholesalers;
i. Selling and promoting
ii. Buying and assortment building
iii. Bulk breaking
iv. Warehousing...
 Retailing includes all activities involved in
selling goods or services directly to final
consumers for personal, non bu...
 Four broad positioning strategies:
i. Bloomingdale
ii. Tiffany
iii. Sunglass hut
iv. Wal-Mart
Bloomingdale Wal-mart
Tiffany Sunglass hut
Product
line
Value Added
Broad
Narrow
Communication
 Major Communication Skills
1. Encoding
2. Decoding
3. Response
4. Feedback
Developing effective communications:
1. Identify the target audience
2. Determine the communication objective
3. Design th...
Communication strategy
 Marketing communication mix:
1. Advertising
2. Sales promotion
3. Public relation
4. Personal sel...
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Mm19a

  1. 1.  Customers desired service output levels: 1. Lot size 2. Waiting time 3. Spatial convenience 4. Product Variety 5. Service backup
  2. 2.  Identifying major channel alternatives: 1. Types of intermediaries : The firm need to identify the types of intermediaries available to carry on its channel work
  3. 3. 2. Number of intermediaries: Exclusive distribution i. Exclusive ii. Selective iii. Intensive
  4. 4.  Terms and responsibility of channel partners:  Each channel member must be treated respectfully and given opportunities to be profitable.
  5. 5.  Trade-relation mix: 1. Price policy 2. Conditions of sale 3. Territorial rights 4. Mutual services and responsibilities
  6. 6.  Evaluating channel members: 1. Economic 2. Control 3. Adaptive
  7. 7.  Channel management decisions: 1. Selecting channel members: 2. Training channel members 3. Motivating channel members: Channel offering, Channel building programs
  8. 8.  Eliciting power to Co-operate: 1. Coercive power 2. Reward power 3. Legitimate power 4. Expert power 5. Referent power
  9. 9.  Channel Dynamics: distribution channels do not stand still. 1. Conventional Marketing system 2. Vertical Marketing System i. Corporate ii. Administered iii. Contractual
  10. 10. 3. Horizontal Marketing systems: Symbiotic marketing 4. Multi-channel marketing systems
  11. 11.  Conflict , co-operation and Competition: 1. Types: Vertical, Horizontal, Multichannel 2. Causes
  12. 12. 3. Managing Channel Conflict: i. Superordinate goals, ii. Exchange persons, iii. Cooptation, iv. Joint membership, v. Diplomacy vi. Mediation vii. Arbitration
  13. 13.  Legal & Ethical Issues in Marketing: i. Exclusive Dealing ii. Exclusive territories iii. Tying arrangements: Full-line forcing iv. Dealers Rights
  14. 14.  Wholesaling includes all the activities involved in selling goods or services to those who buy for resale or business use.  They are also called as distributors
  15. 15.  Functions of wholesalers; i. Selling and promoting ii. Buying and assortment building iii. Bulk breaking iv. Warehousing v. Transportation vi. Financing vii. Risk bearing viii. Market information ix. Management services and counselling
  16. 16.  Retailing includes all activities involved in selling goods or services directly to final consumers for personal, non business use.  Levels of service: i. Self-service ii. Self selection iii. Limited service iv. Full service
  17. 17.  Four broad positioning strategies: i. Bloomingdale ii. Tiffany iii. Sunglass hut iv. Wal-Mart
  18. 18. Bloomingdale Wal-mart Tiffany Sunglass hut Product line Value Added Broad Narrow
  19. 19. Communication  Major Communication Skills 1. Encoding 2. Decoding 3. Response 4. Feedback
  20. 20. Developing effective communications: 1. Identify the target audience 2. Determine the communication objective 3. Design the message 4. Select the communication channel 5. Establish the total communication budget 6. Decide on the communication mix 7. Measure the communication results 8. Manage the integrated marketing communication approach.
  21. 21. Communication strategy  Marketing communication mix: 1. Advertising 2. Sales promotion 3. Public relation 4. Personal selling 5. Direct marketing
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