Chapter 15 top 10 - designing and managing integrated marketing concepts

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Chapter 15 top 10 - designing and managing integrated marketing concepts

  1. 1. Crisostomo, Kathleen Lizette C.MARKMACHAPTER 15:DESIGNING AND MANAGINGINTEGRATED MARKETING CHANNELS
  2. 2. Top 10 Concepts1. Marketing Channel System: Push and Pull2. Categories of Buyers3. Decisions in Designing a Marketing Channel System4. Analyzing customer needs: Channel Service Outputs5. Identifying Channel Alternatives: Three Elements6. Channel-Management Decisions7. Channel Power8. Channel Integration and Systems9. Channel Coordination / Channel Conflict10. E-Commerce Marketing Practices
  3. 3. Top 10 Concepts1. Marketing Channel System: Push and Pull2. Categories of Buyers3. Decisions in Designing a Marketing Channel System4. Analyzing customer needs: Channel Service Outputs5. Identifying Channel Alternatives: Three Elements6. Channel-Management Decisions7. Channel Power8. Channel Integration and Systems9. Channel Coordination / Channel Conflict10. E-Commerce Marketing Practices
  4. 4. • Push strategy uses the manufacturer’s sales force, trade promotion money, and other means to induce intermediaries to carry, promote, and sell the product to end users. - used for low brand loyalty in categories or impulse items
  5. 5. • A pull strategy uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries. - used when consumers can differentiate brands well and brand are chosen prior to purchase
  6. 6. Top 10 Concepts1. Marketing Channel System: Push and Pull2. Categories of Buyers3. Decisions in Designing a Marketing Channel System4. Analyzing customer needs: Channel Service Outputs5. Identifying Channel Alternatives: Three Elements6. Channel-Management Decisions7. Channel Power8. Channel Integration and Systems9. Channel Coordination / Channel Conflict10. E-Commerce Marketing Practices
  7. 7. Categories of Buyers• Habitual Buyers • Same place, same manner• High value deal seekers • They know what they need and they surf before buying at the lowest possible price
  8. 8. Categories of Buyers• Variety-loving shoppers • Gather info through various channels, take advantage of high-touch services, then buy in their favorite channel regardless of price• High-involvement shoppers • Gather info through alls channels and purchase in a low cost channel but takes advantage of customer support from a high-touch channel
  9. 9. Top 10 Concepts1. Marketing Channel System: Push and Pull2. Categories of Buyers3. Decisions in Designing a Marketing Channel System4. Analyzing customer needs: Channel Service Outputs5. Identifying Channel Alternatives: Three Elements6. Channel-Management Decisions7. Channel Power8. Channel Integration and Systems9. Channel Coordination / Channel Conflict10. E-Commerce Marketing Practices
  10. 10. Decisions in Designing a Marketing Channel SystemA. Analyze customer needs* Greater service = greater channel costs = higher prices
  11. 11. Decisions in Designing a Marketing Channel SystemA. Analyze customer needs* Greater service = greater channel costs = higher pricesB. Establish channel objectives* Which market segment to serve and what best channel to use
  12. 12. Decisions in Designing a Marketing Channel SystemA. Analyze customer needs* Greater service = greater channel costs = higher pricesB. Establish channel objectives* Which market segment to serve and what best channel to useC. Identify major channel alternatives* Each channel reaches a different segment and delivers the right product at the least cost
  13. 13. Decisions in Designing a Marketing Channel SystemA. Analyze customer needs* Greater service = greater channel costs = higher pricesB. Establish channel objectives* Which market segment to serve and what best channel to useC. Identify major channel alternatives* Each channel reaches a different segment and delivers the right product at the least costD. Evaluate major channel alternative* vs. economic, control and adaptive criteria
  14. 14. Top 10 Concepts1. Marketing Channel System: Push and Pull2. Categories of Buyers3. Decisions in Designing a Marketing Channel System4. Analyzing customer needs: Channel Service Outputs5. Identifying Channel Alternatives: Three Elements6. Channel-Management Decisions7. Channel Power8. Channel Integration and Systems9. Channel Coordination / Channel Conflict10. E-Commerce Marketing Practices
  15. 15. Analyzing customer needs: Channel Service Outputs– Lot size: How many can be purchased on 1 occasion? ?
  16. 16. Analyzing customer needs: Channel Service Outputs– Lot size: How many can be purchased on 1 occasion?– Waiting and delivery time: The faster, the better
  17. 17. Analyzing customer needs: Channel Service Outputs– Lot size: How many can be purchased on 1 occasion?– Waiting and delivery time: The faster, the better– Spatial convenience: how easy is it to buy the product?
  18. 18. Analyzing customer needs: Channel Service Outputs– Product variety: more choices = more chances of finding what is needed
  19. 19. Analyzing customer needs: Channel Service Outputs– Service back-up: add-ons
  20. 20. Top 10 Concepts1. Marketing Channel System: Push and Pull2. Categories of Buyers3. Decisions in Designing a Marketing Channel System4. Analyzing customer needs: Channel Service Outputs5. Identifying Channel Alternatives: Three Elements6. Channel-Management Decisions7. Channel Power8. Channel Integration and Systems9. Channel Coordination / Channel Conflict10. E-Commerce Marketing Practices
  21. 21. Identifying Channel Alternatives: Three Elements 1. Types of intermediaries• Do I need a wholesaler? Retailer? Dealer?
  22. 22. Identifying Channel Alternatives: Three Elements 1. Types of intermediaries * Do I need a wholesaler? Retailer? Dealer? 2. Number of intermediaries* Distribution: Exclusive? Selective? Intensive? * Risk = price wars among retailers
  23. 23. Identifying Channel Alternatives: Three Elements 1. Types of intermediaries * Do I need a wholesaler? Retailer? Dealer? 2. Number of intermediaries* Distribution: Exclusive? Selective? Intensive? * Risk = price wars among retailers 3. Terms and responsibilities * Respect + Opportunity to make profits
  24. 24. Top 10 Concepts1. Marketing Channel System: Push and Pull2. Categories of Buyers3. Decisions in Designing a Marketing Channel System4. Analyzing customer needs: Channel Service Outputs5. Identifying Channel Alternatives: Three Elements6. Channel-Management Decisions7. Channel Power8. Channel Integration and Systems9. Channel Coordination / Channel Conflict10. E-Commerce Marketing Practices
  25. 25. Channel-Management Decisions Because to the customers, the channels are Select the company!
  26. 26. Channel-Management Decisions Because to the customers, the channels are Select the company! Train Because intermediaries are partners in satisfying customers!Motivate
  27. 27. Channel-Management Decisions Because to the customers, the channels are Select the company! Train Because intermediaries are partners in satisfying customers!MotivateEvaluate Is the strategy still working? (external analysis Modify and current channels)
  28. 28. Top 10 Concepts1. Marketing Channel System: Push and Pull2. Categories of Buyers3. Decisions in Designing a Marketing Channel System4. Analyzing customer needs: Channel Service Outputs5. Identifying Channel Alternatives: Three Elements6. Channel-Management Decisions7. Channel Power8. Channel Integration and Systems9. Channel Coordination / Channel Conflict10. E-Commerce Marketing Practices
  29. 29. • Channel Power is the ability to alter channel’s behavior• Cooperation is a huge challenge!
  30. 30. Channel Powera. Coercive power- Withdraw resource or terminate relationshipb. Reward power- Extra benefit for performancec. Legitimate power- Behavior warranted under the contractd. Expert power- Must develop new expertise for them to cooperatee. Referent power- Respect causes intermediaries to have pride in the association
  31. 31. Top 10 Concepts1. Marketing Channel System: Push and Pull2. Categories of Buyers3. Decisions in Designing a Marketing Channel System4. Analyzing customer needs: Channel Service Outputs5. Identifying Channel Alternatives: Three Elements6. Channel-Management Decisions7. Channel Power8. Channel Integration and Systems9. Channel Coordination / Channel Conflict10. E-Commerce Marketing Practices
  32. 32. Channel Integration and SystemsVertical Marketing Systems -Producer + Wholesaler + Retailer = Unified system under channel captain - Corporate (single ownership), administered or contractual (independent firms)
  33. 33. Channel Integration and SystemsVertical Marketing Systems Horizontal - 2 or more unrelated Marketing Systems companies put together resources to exploit an emerging market
  34. 34. Channel Integration and SystemsVertical Marketing Systems - More marketing channels/ strategies of 1 Horizontal channel reflect the Marketing Systems strategies of other channels - Goal: maximum market Integrated Multichannel coverage Marketing Systems
  35. 35. Top 10 Concepts1. Marketing Channel System: Push and Pull2. Categories of Buyers3. Decisions in Designing a Marketing Channel System4. Analyzing customer needs: Channel Service Outputs5. Identifying Channel Alternatives: Three Elements6. Channel-Management Decisions7. Channel Power8. Channel Integration and Systems9. Channel Coordination / Channel Conflict10. E-Commerce Marketing Practices
  36. 36. • Channel Coordination – channel members are brought together to advance the goals of the channel
  37. 37. • Channel conflict - one member’s actions prevent another channel from achieving its goal* Can be vertical, horizontal or multichannel
  38. 38. Top 10 Concepts1. Marketing Channel System: Push and Pull2. Categories of Buyers3. Decisions in Designing a Marketing Channel System4. Analyzing customer needs: Channel Service Outputs5. Identifying Channel Alternatives: Three Elements6. Channel-Management Decisions7. Channel Power8. Channel Integration and Systems9. Channel Coordination / Channel Conflict10. E-Commerce Marketing Practices
  39. 39. * Online retailers provide convenient, informative and personalized experiences without: • Retail floor space • Staff • Inventory* Customer service is critical: no social interaction
  40. 40. E-Commerce Marketing PracticesPure-click Launched a website without any previous experience as a firm
  41. 41. E-Commerce Marketing Practices Pure-click Launched a website without any previous experience as a firmBrick-and-click - Existing companies with an added online site - Risk: conflict with offline intermediaries

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