Chapter 16: Selecting & Managing Marketing Channels Otterbein College Winter 2000
Objectives <ul><li>Work Performed by Marketing Channels </li></ul><ul><li>Channel-Design Decisions </li></ul><ul><li>Chann...
How a Distributor Reduces the Number of Channel Transactions = Customer = Manufacturer A. Number of contacts  without a di...
How a Distributor Reduces the Number of Channel Transactions = Distributor = Customer = Manufacturer B. Number of contacts...
Distribution Channel Functions Ordering Payments Communication Transfer Negotiation Financing Risk Taking Physical Distrib...
Consumer Marketing Channels Wholesaler Jobber Retailer Consumer     Consumer Retailer Consumer  Mfr. 0-level channel ...
Industrial Marketing Channels Industrial distributors Manufacturer Consumer Manufacturer’s representative Manufacturer’s s...
Customers’ Desired Service Levels <ul><li>Lot size </li></ul><ul><li>Waiting time </li></ul><ul><li>Spatial convenience </...
Channel Management Decisions Selecting FEEDBACK Motivating Training Evaluating
Types of Vertical Marketing Systems Corporate Common Ownership at Different  Levels of the Channel Contractual Contractual...
Upcoming SlideShare
Loading in...5
×

hello

703
-1

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
703
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

hello

  1. 1. Chapter 16: Selecting & Managing Marketing Channels Otterbein College Winter 2000
  2. 2. Objectives <ul><li>Work Performed by Marketing Channels </li></ul><ul><li>Channel-Design Decisions </li></ul><ul><li>Channel-Management Decisions </li></ul><ul><li>Channel Dynamics </li></ul>
  3. 3. How a Distributor Reduces the Number of Channel Transactions = Customer = Manufacturer A. Number of contacts without a distributor M x C = 3 X 3 = 9 1 3 2 4 5 6 7 8 9
  4. 4. How a Distributor Reduces the Number of Channel Transactions = Distributor = Customer = Manufacturer B. Number of contacts with a distributor M x C = 3 + 3 = 6 Store 1 2 3 4 5 6
  5. 5. Distribution Channel Functions Ordering Payments Communication Transfer Negotiation Financing Risk Taking Physical Distribution Information
  6. 6. Consumer Marketing Channels Wholesaler Jobber Retailer Consumer     Consumer Retailer Consumer  Mfr. 0-level channel Wholesaler Retailer Consumer   Mfr. 2-level channel Mfr. 3-level channel 1-level channel Mfr.
  7. 7. Industrial Marketing Channels Industrial distributors Manufacturer Consumer Manufacturer’s representative Manufacturer’s sales branch
  8. 8. Customers’ Desired Service Levels <ul><li>Lot size </li></ul><ul><li>Waiting time </li></ul><ul><li>Spatial convenience </li></ul><ul><li>Product variety </li></ul><ul><li>Service backup </li></ul>
  9. 9. Channel Management Decisions Selecting FEEDBACK Motivating Training Evaluating
  10. 10. Types of Vertical Marketing Systems Corporate Common Ownership at Different Levels of the Channel Contractual Contractual Agreement Among Channel Members Administered Leadership is Assumed by One or a Few Dominant Members

×