Markma Chapter 15 Individual Presentation

1. Designing & Managing
Integrated Marketing Channels
Kristoffer Z. Jongco
Marketing Management
www.kristofjongco.blogspot.com

2. Outline:
n Defining Marketing Channels
n Importance of Marketing Channels
n Understand Customer Needs
n Role of Marketing Channels
n Channel Design Decisions
n Establish Objectives & Constraints
www.kristofjongco.blogspot.com

3. Outline:
7. Identify & Evaluate Major Channel
Alternatives
8. Channel Management Decisions
9. Channel Integration & Systems
10. Channel Conflict, Cooperation & Competition
www.kristofjongco.blogspot.com

4. Designing and Managing
Integrated Marketing
Channels
(10 Things to Remember)
www.kristofjongco.blogspot.com

5. Outline:
n Defining Marketing Channels
n Importance of Marketing Channels
n Understand Customer Needs
n Role of Marketing Channels
n Channel Design Decisions
n Establish Objectives & Constraints
www.kristofjongco.blogspot.com

6. 1. Marketing Channels
Means by which firms attempt to inform, persuade,
and remind consumers, directly or indirectly, about
the products and brands they sell

7. Outline:
n Defining Marketing Channels
n Importance of Marketing Channels
n Understand Customer Needs
n Role of Marketing Channels
n Channel Design Decisions
n Establish Objectives & Constraints
www.kristofjongco.blogspot.com

8. 2. Importance of Marketing
Channels
New Ideas Increase Profits
www.kristofjongco.blogspot.com

9. Outline:
n Defining Marketing Channels
n Importance of Marketing Channels
n Understand Customer Needs
n Role of Marketing Channels
n Channel Design Decisions
n Establish Objectives & Constraints
www.kristofjongco.blogspot.com

10. 3. Understand Customer Needs
Customers Product/Services
www.kristofjongco.blogspot.com

11. Outline:
n Defining Marketing Channels
n Importance of Marketing Channels
n Understand Customer Needs
n Role of Marketing Channels
n Channel Design Decisions
n Establish Objectives & Constraints
www.kristofjongco.blogspot.com

12. 4.Role of Marketing
Channels
0 Level
1 Level
2 Level
Manufacturer 3 Level
Manufacturer’s Industrial Industrial
Sales Branch Distributor Customer
www.kristofjongco.blogspot.com

13. Outline:
n Defining Marketing Channels
n Importance of Marketing Channels
n Understand Customer Needs
n Role of Marketing Channels
n Channel Design Decisions
n Establish Objectives & Constraints
www.kristofjongco.blogspot.com

14. 5.Channel Design Decisions
Analyze Customer Needs Decisions
www.kristofjongco.blogspot.com

15. Outline:
n Defining Marketing Channels
n Importance of Marketing Channels
n Understand Customer Needs
n Role of Marketing Channels
n Channel Design Decisions
n Establish Objectives & Constraints
www.kristofjongco.blogspot.com

16. 6.Establish Objectives &
Constraints
Channel
Objective
Product
Prepare for larger environment
www.kristofjongco.blogspot.com

17. Outline:
7. Identify & Evaluate Major Channel
Alternatives
8. Channel Management Decisions
9. Channel Integration & Systems
10. Channel Conflict, Cooperation & Competition
www.kristofjongco.blogspot.com

18. 7.Identify & Evaluate Major
Channel Alternatives
Selective Distribution Exclusive Distribution Intensive Distribution
www.kristofjongco.blogspot.com

19. Outline:
7. Identify & Evaluate Major Channel
Alternatives
8. Channel Management Decisions
9. Channel Integration & Systems
10. Channel Conflict, Cooperation & Competition
www.kristofjongco.blogspot.com

20. 8.Channel Management
Decisions
Select
Train
Motivate CHANNEL
Evaluate MEMBERS
Modify www.kristofjongco.blogspot.com

21. Outline:
7. Identify & Evaluate Major Channel
Alternatives
8. Channel Management Decisions
9. Channel Integration & Systems
10. Channel Conflict, Cooperation & Competition
www.kristofjongco.blogspot.com

22. 9.Channel Integration &
Systems
Vertical System Horizontal System Multi Channel System
www.kristofjongco.blogspot.com

23. Outline:
7. Identify & Evaluate Major Channel
Alternatives
8. Channel Management Decisions
9. Channel Integration & Systems
10. Channel Conflict, Cooperation &
Competition
www.kristofjongco.blogspot.com

24. 10. Channel Conflict,
Cooperation & Competition
Conflict
Cooperate
Competition
www.kristofjongco.blogspot.com

25. Summary:
Designing and Marketing
Integration Marketing Channels
Think
Profit
Cooperate
Channels Decision
Customer Needs
www.kristofjongco.blogspot.com

26. Designing & Managing
Integrated Marketing Channels
Kristoffer Z. Jongco
Marketing Management
www.kristofjongco.blogspot.com