Mm20

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Mm20

  1. 1.  Channel management decisions: 1. Selecting channel members: 2. Training channel members 3. Motivating channel members: Channel offering, Channel building programs
  2. 2.  Eliciting power to Co-operate: 1. Coercive power 2. Reward power 3. Legitimate power 4. Expert power 5. Referent power
  3. 3.  Channel Dynamics: distribution channels do not stand still. 1. Conventional Marketing system 2. Vertical Marketing System i. Corporate ii. Administered iii. Contractual
  4. 4. 3. Horizontal Marketing systems: Symbiotic marketing 4. Multi-channel marketing systems
  5. 5.  Conflict , co-operation and Competition: 1. Types: Vertical, Horizontal, Multichannel 2. Causes
  6. 6. 3. Managing Channel Conflict: i. Superordinate goals, ii. Exchange persons, iii. Cooptation, iv. Joint membership, v. Diplomacy vi. Mediation vii. Arbitration
  7. 7.  Legal & Ethical Issues in Marketing: i. Exclusive Dealing ii. Exclusive territories iii. Tying arrangements: Full-line forcing iv. Dealers Rights
  8. 8.  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
  9. 9.  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
  10. 10.  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
  11. 11.  Four broad positioning strategies: i. Bloomingdale ii. Tiffany iii. Sunglass hut iv. Wal-Mart
  12. 12. Bloomingdale Wal-mart Tiffany Sunglass hut Product line Value Added Broad Narrow
  13. 13. Globalisation  Globalization is often used to refer to economic globalization, that is, integration of national economies into the international economy through trade, foreign direct investment, capital flows, migration, and the spread of technology.
  14. 14.  At the company level globalisation means the company commits itself with several manufacturing locations around the world and offers products in several diversified industries  A company which has gone global is called a multinational corporation (MNC).  The global company views the world as one market, minimises the importance of national boundaries, raises capital and markets wherever it can do the job best.
  15. 15.  For a long time businessmen believed that home markets were adequate and safe.  But now the slogan is Globalise or Perish.  Supranational enterprise is a further development chartered by a non-political international body such as IMF or World Bank.
  16. 16.  A global company has six charecteristics: 1. It is a conglomerate of multiple units (located in different parts of the globe). 2. Multiple units draw on a common pool of resources such as money, credit, information, patents, trade names and control systems. 3. The units respond to some common strategy. 4. Product presence in different parts of the world 5. Human resources contain high diversity 6. Transactions involving intellectual properties such as copyrights, patents, trade marks, and process technology across the globe
  17. 17.  Startegies to go global 1. Deciding whether to go global 2. Deciding which markets to enter 3. Deciding how to enter the market 4. Learning to handle differences 5. Adjusting the management process 6. Selecting a managerial approach 7. Deciding organisation structure
  18. 18. Communication strategy  Marketing communication mix: 1. Advertising 2. Sales promotion 3. Public relation 4. Personal selling 5. Direct marketing
  19. 19. Communication  Major Communication Skills 1. Encoding 2. Decoding 3. Response 4. Feedback (Noise)
  20. 20. Developing effective communications: 1. Identify the target audience 2. Determine the communication objective 3. Design the message (AIDA model) 4. Select the communication channel (p & np) 5. Establish the total communication budget 6. Decide on the communication mix 7. Measure the communication results

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