concept of marketing channel refers to concept, roles, functions and flows of marketing channel. also explains the channel levels and the number of intermediaries used in the channel.
concept of marketing channel refers to concept, roles, functions and flows of marketing channel. also explains the channel levels and the number of intermediaries used in the channel.
A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, from the point of production to the point of consumption.
This PPT waz submitted to IIPM Delhi. Our group i.e. Mehfuz,Manish,Divyank,Shikha,Yuvaraj...
If one needs n e more ppts den contact on mefuz@yahoo.co.in
In this presentation, we will discuss about various aspects of marketing channels, needs and importance, how physical distribution and channel decision are critical for marketing channels, how does marketing channel functions. We will also talk about the various distributions channel structures.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, from the point of production to the point of consumption.
This PPT waz submitted to IIPM Delhi. Our group i.e. Mehfuz,Manish,Divyank,Shikha,Yuvaraj...
If one needs n e more ppts den contact on mefuz@yahoo.co.in
In this presentation, we will discuss about various aspects of marketing channels, needs and importance, how physical distribution and channel decision are critical for marketing channels, how does marketing channel functions. We will also talk about the various distributions channel structures.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
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Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
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Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
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Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
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Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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TL;DR. These are the three themes that stood out to us over the course of last month.
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Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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Understand how search engines work
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Know what is required for each discipline of SEO
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Confidently measure SEO performance
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Understand Why Personal Stories Connect Better
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2. Reference Books
• Marketing Channels (7th Edition), Anne Coughlan (Author), Erin
Anderson (Author), Louis W. Stern (Author), Adel El-Ansary
• Marketing Channel Management: People, Products, Programs, and
Markets, Russell W. McCauley, (Latest Edition)
• Marketing 4.0 by Kotler
• HBR Articles
3. Prologue
• Companies that come together to bring products and services from
their point of origin to their point of consumption
• Marketing channels , the company’s route to the market (RTM), are
the downstream part of value chain
• It is marketing channel through which producers gain access to the
market
4. Chapter #1 Marketing Channels
Structure and Functions
Learning Objective
• What a marketing channel is
• Why manufacturers choose intermediaries between themselves and
end-users
• What marketing flows define the work of the channel
• Who the members of marketing channels are and the flows in which
they can specialize
• The elements of a framework for marketing channel design and
implementation
5. What is marketing Channel
• Routes to market to sell every product and services.
RTM is a gate-keeper between manufacturers and
end-users.
• Is an important asset to overall company’s strategy
• Have a strong impact on end-users, brand image and
perceived risks
• Point of differentiation among competitors
• Continuous monitoring and evaluation of RTM
6. Marketing Channel- Introduction
A set of interdependent organizations involved in the process of making
a product of service available for consumption or use
8. Why do marketing channels exist
• Why not manufacturer directly involves in selling ?
• Two forces – factors Demand side and supply side
9. Demand side factors
• Facilitation of search: for both consumer and producer. Target
markets / availability
• Adjustment of mix discrepancy
Independent mediators (Distributor), preforms sorting function which
are
1) Sorting : separation of heterogeneous products
2) Accumulation: inventory build up
3) Allocation: channel wise (with principles involvement)
4) Variety Assortment (Ready to sell from Distribution to end user)
10. Supply Side factors
• Routinization of transaction
• Use of transaction record, continuous replenishment program both at
intermediate and end user level
• Focus on secondary sales
• Reduction in number of contacts
• (Imagine if no intermediary)
11. Exhibit-Tea Selling in Taiwan
• The key roles of tea middle men
• Started in Mid 18th century when Tea tress were imported from China
• 1920- About 20,000 tea farmers- 280 tea middle mean sold to the 60
tea refineries
• 1923- Introduced tea auction house to remove intermediary
• No of Contacts 60*280*n (SKU)+20,000
13. Selling Through One Wholesaler
Manufacturers
Wholesaler
Retailers
14 Contact
Lines
FIGURE 1.1: CONTACT COSTS TO REACH THE MARKET
WITH AND WITHOUT INTERMEDIARIES
14. FIGURE 1-1: CONTACT COSTS TO REACH THE MARKET WITH AND WITHOUT
INTERMEDIARIES
Selling Directly
Manufacturers
Retailers
40 Contact Lines
Selling Through One Wholesaler
Manufacturers
Wholesaler
Retailers 14 Contact Lines
Selling Through Two Wholesalers
Manufacturers
Wholesalers
Retailers
28 Contact Lines
15. What is the work of Marketing Channels
• Flows: instead of processes, used this term to show flow of work
between intermediaries
• An important flow that permeates all the value added activities of the
channel- the flow of information
• Information can and does flow between every possible pair of
channel members in both routine and specialized ways
17. Who belongs to a marketing channel
• Key members are manufacturer (Principal), Intermediaries
(Distribution set up) and end users (Point of consumption).
• One protagonist in the channel is called Channel captain.
• Intermediaries include Wholesale Intermediary / Merchant
wholesaler or distributors
18. Framework for Channel Analysis
• The channel manager needs to focus on two critical processes
1) Designing the right channel
2) Implementing the design
Outcome is called channel coordination
The goal of a channel manager is to achieve Channel coordination, a
state where all members of channel synergize to a common goal
19. FIGURE 1-3: FRAMEWORK FOR CHANNEL DESIGN AND IMPLEMENTATION
INSIGHTS FOR SPECIFIC CHANNEL INSTITUTIONS:
Retailing, Wholesaling and Logistics, Franchising
Channel Design Process:
SEGMENTATION:
Recognize and respond to target customers’
service output demands
Decisions About
Efficient Channel Response:
CHANNEL STRUCTURE:
What kinds of intermediaries are in my
channel?
Who are they?
How many of them?
SPLITTING THE WORKLOAD:
With what responsibilities?
DEGREE OF COMMITMENT:
Distribution alliance?
Vertical integration/ownership?
GAP ANALYSIS:
What do I have to change?
Channel Management Process:
CHANNEL CONFLICT:
Identify actual and potential
sources
MANAGE/DEFUSE CONFLICT:
Use power sources strategically,
subject to legal constraints
GOAL:
Channel Coordination
CHANNEL POWER:
Identify sources for all
channel members
20. Channel Design- Segmentation
• For channel manager, segmentation is best defined on the basis of
demands for the output of the marketing channels
• The value added activities are called as SERVICE OUTPUTS and
include:-
• Bulk breaking
• Spatial Convenience ( No of Distr Pts)
• Waiting and delivery time
• Assortment and variety
• Customer services and product/market/usage information
21.
22. Channel Design- Channel Structure Decisions
• To decide who are the members of channel:-
1. Whether to take independent distributor , direct sales or
sales reps
2. Second is to decide the exact identity of channel member-
Brand / Local
3. Third is to decide how many of each type of channel
member to include- Channel Intensity decision ; Intensive /
Selective / Exclusive
23. Channel Design
• Splitting the workload- Identity and Intensity should be decided
keeping in mind the goal of minimizing channel flow costs
• Degree of commitment- Transactional versus distribution alliances
• The Gap Analysis – On demand side / Supply Side
24. Channel Implementation
• Channel Power
• Identifying Channel Conflicts- Mainly goal conflict (multi-distribution)
, Domain Conflict (Responsibilities) and Perceptual Conflict
(Difference in the perception of market place)
• The Goal of channel coordination
25.
26. Zero-based Channel
• A zero-based channel design is one that
(a) meets the target market segment's demands for service outputs
(b) at minimum cost of performing the necessary channel flows that
produce those service outputs."
