09. marketing channels and managaing retails

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Marketing Channels and managing retails by Tharaka DIas

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09. marketing channels and managaing retails

  1. 1. THARAKA DIAS MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
  2. 2. A marketing channel system is the particular set of interdependentorganizations, involved in the process ofmaking a product or service available for use or consumption. AOT - www.tharakadias.com 2
  3. 3. AOT - www.tharakadias.com 3
  4. 4. A push strategy uses the manufacturer’ssales force, trade promotion money, andother means to induce intermediaries tocarry, promote, and sell the product toend usersA pull strategy uses advertising,promotion, and other forms ofcommunication to persuade consumers todemand the product from intermediaries AOT - www.tharakadias.com 4
  5. 5. AOT - www.tharakadias.com 5
  6. 6. Ability to order a product online and pick it upat a convenient retail locationAbility to return an online-ordered product toa nearby storeRight to receive discounts based on totalonline and offline purchases AOT - www.tharakadias.com 6
  7. 7. Gather informationDevelop and disseminate persuasivecommunicationsReach agreements on price and termsAcquire funds to finance inventoriesAssume risksProvide for storageProvide for buyers’ payment of their billsOversee actual transfer of ownership AOT - www.tharakadias.com 7
  8. 8. AOT - www.tharakadias.com 8
  9. 9. AOT - www.tharakadias.com 9
  10. 10. AOT - www.tharakadias.com 10
  11. 11. AOT - www.tharakadias.com 11
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  13. 13. Analyze customer needsEstablish channel objectivesIdentify major channel alternativesEvaluate major channel alternatives AOT - www.tharakadias.com 13
  14. 14. Lot sizeWaiting and delivery time Spatial convenience Product variety Service backup AOT - www.tharakadias.com 14
  15. 15. Types of intermediariesNumber of intermediariesTerms and responsibilities AOT - www.tharakadias.com 15
  16. 16. Price policyCondition of saleDistributors’ territorial rightsMutual services and responsibilities AOT - www.tharakadias.com 16
  17. 17. AOT - www.tharakadias.com 17
  18. 18. Selecting channel membersTraining channel membersMotivating channel membersEvaluating channel membersModifying channel members AOT - www.tharakadias.com 18
  19. 19. Coercive Reward Legitimate Expert ReferentAOT - www.tharakadias.com
  20. 20. AOT - www.tharakadias.com 20
  21. 21. What types of conflict arise in channels?What causes conflict?What can marketers do to resolve it? AOT - www.tharakadias.com 21
  22. 22. Goal incompatibilityUnclear roles and rightsDifferences in perceptionIntermediaries’ dependence on manufacturer AOT - www.tharakadias.com 22
  23. 23. Pure-click Brick-and-clickAOT - www.tharakadias.com 23
  24. 24. AOT - www.tharakadias.com 24
  25. 25. Retailing encompasses the business activitiesinvolved in selling goods and services toconsumers for their personal, family, orhousehold use. It includes every sale to thefinal consumer. AOT - www.tharakadias.com 25
  26. 26. How can we best serve our customers whileearning a fair profit?How can we stand out in a highly competitiveenvironment where consumers have toomany choices?How can we grow our business, whileretaining a core of loyal customers? AOT - www.tharakadias.com 26
  27. 27. Retailers can best address these questions byfully understanding and applying the basicprinciples of retailing, as well as the elementsin a well-structured, systematic, and focusedretail strategy. AOT - www.tharakadias.com 27
  28. 28. AOT - www.tharakadias.com 28
  29. 29. Be a people personBe flexibleBe decisiveHave analytical skillsHave stamina AOT - www.tharakadias.com 29
  30. 30. Manufacturer Retailer Final Wholesaler Consumer AOT - www.tharakadias.com 30
  31. 31. AOT - www.tharakadias.com 31
  32. 32. A retailer sells to consumers through multipleretail formats Web sites Physical stores AOT - www.tharakadias.com 32
  33. 33. AOT - www.tharakadias.com 33
  34. 34. Disagreements may occur: control over channel profit allocation number of competing retailers product displays promotional support payment terms operating flexibility AOT - www.tharakadias.com 34
  35. 35. Exclusive: suppliers make agreements withone or few retailers that designate the latteras the only ones in a specified geographicarea to carry certain brands or productsIntensive: suppliers sell through as manyretailers as possibleSelective: suppliers sell through a moderatenumber of retailers AOT - www.tharakadias.com 35
  36. 36. Small ImpulseAverage Purchase Sale Retailer’s Strategy Popularity of Stores AOT - www.tharakadias.com 36
  37. 37. An overall plan for guiding a retail firmInfluences the firm’s business activitiesInfluences firm’s response to marketforces AOT - www.tharakadias.com 37
  38. 38. Customer Orientation Coordinated Effort Retailing Retail Concept Strategy Value driven Goal Orientation AOT - www.tharakadias.com 38
  39. 39. AOT - www.tharakadias.com 39
  40. 40. Activities undertaken by a retailer inconjunction with the basic goods andservices it sells. Store hours Parking Shopper-friendliness Credit acceptance Salespeople AOT - www.tharakadias.com 40
  41. 41. Seek to establish and maintain long-termbonds with customers, rather than act as ifeach sales transaction is a completely newencounter Concentrate on the total retail experience Monitor satisfaction Stay in touch with customers AOT - www.tharakadias.com 41
  42. 42. Use a win-win approach It is harder to get new customers than to keep existing ones happyDevelop a customer database Ongoing customer contact is improved with information on people’s attributes and shopping behavior AOT - www.tharakadias.com 42
  43. 43. Thank youAOT - www.tharakadias.com 43

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