Top 10 Learning concepts: Chapter 15

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Top 10 Learning concepts: Chapter 15

  1. 1. TOP 10 Learning Concepts Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. 15 April 2011 http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  2. 2. Contents: <ul><li>Concept 1: Importance & Development of Channels </li></ul><ul><li>Concept 2: Types of Customers </li></ul><ul><li>Concept 3: Channel Functions & Flows </li></ul><ul><li>Concept 4: Channel Levels </li></ul><ul><li>Concept 5: Channel – Design Decision </li></ul><ul><li>Concept 6: Identifying & Evaluating Major Channel Alternatives </li></ul><ul><li>Concept 7: Channel-Mangement Decisions </li></ul><ul><li>Concept 8: Channel Integration & Systems </li></ul><ul><li>Concept 9: Channel Conflict </li></ul><ul><li>Concept 10: E-Marketing </li></ul>http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  3. 3. Concept 1: Importance & Development of Channels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Role of Marketing Channels: potential buyers  profitable customers
  4. 4. Concept 1: Importance & Development of Channels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. <ul><li>PUSH STRATEGY : </li></ul><ul><li>Example: Trade Promotion </li></ul><ul><li>Intermediaries / executions that carry, </li></ul><ul><li>promote, advocate or sell to end users </li></ul><ul><li>Common with products that have low brand </li></ul><ul><li>loyalty </li></ul>
  5. 5. Concept 1: Importance & Development of Channels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. <ul><li>PULL STRATEGY : </li></ul><ul><li>Example: Advertising & Promotion </li></ul><ul><li>Appropriate for high brand loyalty </li></ul><ul><li>and involvement in the category </li></ul>
  6. 6. Concept 2: Types of Customers http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  7. 7. Concept 3: Channel Functions http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Channel Member Functions Gather Info Persuasive Comm. Price & Terms Finance Inventories Assume Risks Provide Storage Buyers Payment Of bills Oversee Actual Transfer Of ownership
  8. 8. Concept 3: Channel Flows http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. 2 Types Forward Flow: Activity stems from the company  Consumer Backward Flow: Activity from the Consumer  Company
  9. 9. Concept 4: Channel Levels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Zero level Channel One level Channel Three level Channel Manufacturer Final Customer e.g. Mail order, Telemarketing, Internet selling etc Retailer Customer e.g. Wholesaler & Retailer 3+ Intermediaries Customer e.g. Wholesalers  Jobbers  small retailers
  10. 10. Concept 5: Channel – Design Decision http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  11. 11. Concept 6: Identifying & Evaluating Major Channel Alternatives http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. <ul><li>Exclusive Distributorship: </li></ul><ul><li>Distributed exclusively in one intermediary </li></ul>
  12. 12. Concept 6: Identifying & Evaluating Major Channel Alternatives http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. <ul><li>Selective Distributorship: </li></ul><ul><li>Brands are only carried in two or three intermediaries </li></ul>
  13. 13. Concept 6: Identifying & Evaluating Major Channel Alternatives http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. <ul><li>Intensive Distribution: </li></ul><ul><li>can be found in sari-sari stores, groceries and S&R </li></ul>
  14. 14. Concept 7: Channel Management Decisions http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Selecting Channel Members Training and Motivating Channel Members Evaluating Channel Members Modifying Channel Design And Arrangements
  15. 15. Concept 8: Channel Integration & Systems http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. WHAT IS WHAT IS
  16. 16. Concept 9: Channel Conflict http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  17. 17. Concept 10: E-Commerce Marketing Practices http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Pure – Click & Brick ClickCompanies Search Engines Internet Service Provider Commerce Sites Transaction Site Content Site Enabler Sites
  18. 18. Concept 10: E-Commerce Marketing Practices http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Brick and Click Companies Search Engines Internet Service Provider Commerce Sites Transaction Site Content Site Enabler Sites
  19. 19. Summary: <ul><li>Marketing channel decissions are critical </li></ul><ul><li>There are many ways / approaching in reaching your market </li></ul><ul><li>Marketing channels are characterized by continous change </li></ul><ul><li>Marketing channel trends: VMS, Horizontal Marketing and Multichannel marketing systems </li></ul><ul><li>All marketing channels have the potential for conflict and competition </li></ul><ul><li>E-Commere: We must recognize the strength of on-line and off-line selling </li></ul>http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.
  20. 20. TOP 10 Learning Concepts Chapter 15:Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. 15 April 2011 http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.

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