Marketing Channels
Upcoming SlideShare
Loading in...5
×
 

Marketing Channels

on

  • 13,733 views

 

Statistics

Views

Total Views
13,733
Views on SlideShare
13,717
Embed Views
16

Actions

Likes
0
Downloads
241
Comments
0

1 Embed 16

http://www.slideshare.net 16

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Marketing Channels Marketing Channels Presentation Transcript

    • Chapter 16 Selecting and Managing Marketing Channels Marketing Management Tenth Edition Philip Kotler
    • Objectives
      • Work Performed by Marketing Channels
      • Channel-Design Decisions
      • Channel-Management Decisions
      • Channel Dynamics
    • 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
    • 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
    • Distribution Channel Functions Ordering Payments Communication Transfer Negotiation Financing Risk Taking Physical Distribution Information
    • Consumer Marketing Channels Wholesaler Jobber Retailer Consumer     Consumer Retailer Consumer  Manufacturer 0-level channel Wholesaler Retailer Consumer   Mfg 2-level channel Mfg 3-level channel 1-level channel Manufacturer
    • Industrial Marketing Channels Industrial distributors Manufacturer Consumer Manufacturer’s representative Manufacturer’s sales branch
    • Customers’ Desired Service Levels
      • Lot size
      • Waiting time
      • Spatial convenience
      • Product variety
      • Service backup
    • Break-Even Cost Chart Selling costs (dollars) Level of sales (dollars) Company sales force Manufacturer’s sales agency S B
    • Channel Management Decisions Selecting FEEDBACK Motivating Training Evaluating
    • 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
    • Conventional Distribution Channel vs. Vertical Marketing Systems Vertical marketing channel Manufacturer Retailer Conventional marketing channel Manufacturer Wholesaler Consumer Consumer Retailer Wholesaler
    • Causes of Channel Conflict
      • Incompatibility
      • Difference in Perception
      • Dependence
    • Legal & Ethical Issues in Channel Relations
      • Exclusive Dealing
      • Exclusive Territories
      • Tying Agreements
      • Dealers’ Rights
    • Review
      • Work Performed by Marketing Channels
      • Channel-Design Decisions
      • Channel-Management Decisions
      • Channel Dynamics