Estolano, mikko. assignment 2. tell and show chapter 15

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Chapter 15: Designing and Managing Integrated Marketing Channels

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Estolano, mikko. assignment 2. tell and show chapter 15

  1. 1. 6 Marketing Concepts as appliedin Philippine AirlinesMikko M. EstolanoAteneo Graduate School of Business09 May 2013Prof. Bong De Ungriawww.mikkoestolano.blogspot.com
  2. 2. 1.Marketing Channels2.Pull Strategy3.Push Strategy4.Buyer’s Expectation5.Types of Shoppers6.Channel Integration and Systemwww.mikkoestolano.blogspot.com6 Marketing Concepts
  3. 3. What are Marketing Channels?-also called trade channels or distribution channels-interdependent organizations involved in the process ofmaking a product or service available for use orconsumption- set of pathways a product or service follows afterproductionwww.mikkoestolano.blogspot.comConcept 1
  4. 4. www.mikkoestolano.blogspot.comExample 1Where can you reach Philippine Airlines?1. PAL Website1. PAL Ticket Offices/ Petron Payment Centers
  5. 5. www.mikkoestolano.blogspot.comExample of Concept 1Where can you reach Philippine Airlines?3. Travel Agencies4. Interline Partners
  6. 6. Strategy: Push or Pull?•Push Strategy uses the manufacturer’s sales force, tradepromotion money, and other means to induceintermediaries to carry, promote, and sell theproduct to end userswww.mikkoestolano.blogspot.comConcept 2
  7. 7. www.mikkoestolano.blogspot.comExample 2PHILIPPINE AIRLINES STRATEGYCorporate Sales/ Passenger Sales WorkforceAdditional incentives/ commissions for the Travel Agents
  8. 8. Strategy: Push or Pull?•Pull Strategy advertising, promotion, and other forms ofcommunication to persuade consumers todemand the product or service fromintermediarieswww.mikkoestolano.blogspot.comConcept 3
  9. 9. www.mikkoestolano.blogspot.comExample 3PHILIPPINE AIRLINES STRATEGYAdvertising and Promotion
  10. 10. Buyer ExpectationsAbility to order a product online and pick it up at aconvenient retail locationAbility to return an online-ordered product to a nearbystoreRight to receive discounts based on total online andoffline purchaseswww.mikkoestolano.blogspot.comConcept 4
  11. 11. www.mikkoestolano.blogspot.comExample 4•Online Booking service:www.philippineairlines.com accepts ticketpurchases and credit card paymentsGiving what is expected…
  12. 12. www.mikkoestolano.blogspot.comExample 4• 9 in Metro Manila• 47 in Domestic points• 34 AbroadAvenue for addressingcustomer concernsGiving what is expected…
  13. 13. www.mikkoestolano.blogspot.comExample 4Giving what is expected…Discounted Rates!!!
  14. 14. Types of Shoppers•Service/quality customersdon’t mind paying a few extra dollars forextra service and better quality•Price/value customersprimary concern is the cost of goods•Affinity customerstight bond a customer has with acompany and its brand (long-term relationship)www.mikkoestolano.blogspot.comConcept 5
  15. 15. www.mikkoestolano.blogspot.comExample 5PAL adjusts to different types of customers
  16. 16. Channel Integration and System1. Vertical Marketing Systemproducers, wholesalers,and retailers acting as a unifiedsystem that seek to maximizeprofits for the whole channelwww.mikkoestolano.blogspot.comConcept 6
  17. 17. Channel Integration and System2. Horizontal Marketing Systemchannel arrangement in which two or morecompanies at one level join together to followa new marketing opportunitywww.mikkoestolano.blogspot.comConcept 6
  18. 18. Channel Integration and System3. Multichannel Systemscompany uses several marketing channels (e.g. direct mail -telemarketing, retailers, distributors, dealers, own sales force)to sell its products to different customer segments.www.mikkoestolano.blogspot.comConcept 6
  19. 19. www.mikkoestolano.blogspot.comExample 6Multichannel Marketing System ofPhilippine AirlinesTicket Office Pal Website Travel Agents Interline Partners Social Media
  20. 20. 1.Marketing Channels2.Pull Strategy3.Push Strategy4.Buyer’s Expectation5.Types of Shoppers6.Channel Integration and Systemwww.mikkoestolano.blogspot.com6 Marketing Concepts
  21. 21. 6 Marketing Concepts as appliedin Philippine AirlinesMikko M. EstolanoAteneo Graduate School of Business09 May 2013www.mikkoestolano.blogspot.com

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