The document discusses channels of distribution and the key considerations in designing a distribution channel strategy. It outlines the different types of intermediaries that can be used like wholesalers, retailers, and agents. It also examines factors to consider when selecting a distribution channel like product characteristics, market factors, company capabilities, and the services offered by potential middlemen.
Distribution Channel/Marketing Channels by Amitabh MishraAmitabh Mishra
This presentation talks about Place decision of marketing strategy. It presents fundamentals of Distribution Channels or Marketing Channels, functions of intermediaries, types and levels of channels, and channel management.
Distribution Channel/Marketing Channels by Amitabh MishraAmitabh Mishra
This presentation talks about Place decision of marketing strategy. It presents fundamentals of Distribution Channels or Marketing Channels, functions of intermediaries, types and levels of channels, and channel management.
It includes the different tool/methods/means of promotion mix, namely, advertising, sales promotion, personal selling and publicity.
A highly illustrative presentation.
Distribution channels marketing management pptGanesh Asokan
Distribution channels - their Nature and importance of channels, Channel behavior & organization, Channel design decisions and Channel Management decisions.
Presentation done by the management students of D.G Vaishnav school of management for marketing internals..
Factors effecting selection of distribution channelsShubhanjali -
introduction to distribution
distribution channel
market intermediaries
factors affecting selection of distribution channels:-
1. Nature of product
2. Nature of market
3. Nature of middle men
4. Nature of manufacturing units
5. Competition
6. Govt. rules & policies
conclusion
references
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
Sales organization is a part of the total organization which is given the responsibility of selling of products manufactured by a company
It is another organization within the larger organization which is given the responsibility of selling function
It involves people working together for attaining the sales objectives of the company
It is concerned with planning, organizing, leading and controlling the activities of the sales force
It includes the different tool/methods/means of promotion mix, namely, advertising, sales promotion, personal selling and publicity.
A highly illustrative presentation.
Distribution channels marketing management pptGanesh Asokan
Distribution channels - their Nature and importance of channels, Channel behavior & organization, Channel design decisions and Channel Management decisions.
Presentation done by the management students of D.G Vaishnav school of management for marketing internals..
Factors effecting selection of distribution channelsShubhanjali -
introduction to distribution
distribution channel
market intermediaries
factors affecting selection of distribution channels:-
1. Nature of product
2. Nature of market
3. Nature of middle men
4. Nature of manufacturing units
5. Competition
6. Govt. rules & policies
conclusion
references
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
Sales organization is a part of the total organization which is given the responsibility of selling of products manufactured by a company
It is another organization within the larger organization which is given the responsibility of selling function
It involves people working together for attaining the sales objectives of the company
It is concerned with planning, organizing, leading and controlling the activities of the sales force
Role of Marketing Channels – Channel Design & Channel Conflicts Venkat. P
Role of Marketing Channels – Channel Design Decisions – Channel Management Decisions – Types, Causes & Management of Channel Conflicts (See class Notes)– Concept of Logistics. Definition & Components of Marketing Communication mix – Characteristics of Marketing Communication Mix – Developing Effective Communication mix.
The concept generation process begins with a set of customer needs and target specifications and results in a set of product concepts from which the team will make a final selection.
Global firms plan, operate and coordinate their activities on a worldwide basis.The firm will price its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way.,
The firm will price its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way.,
It operates in more than one country and captures R & D, production, logistical, marketing, and financial advantages not available to purely domestic competitors.
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
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In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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
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.
Key Takeaways:
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
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.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
2. Marketing channels and distribution
A distribution channel consists of the set of people and firms
involved in the transfer of title to a product as the product moves
from the producer to the ultimate consumer.
They are the set of pathwaysa product or service
follow after production.
There may be several intermediaries or middlemen who
operate to facilitate the flow of the physical product or its
ownership from the producer to the consumer.
3. Importance of channels
Decisions about the marketing channels are among the most
critical management decisions.
They just not serve markets, they make market.
Channels chosen affects all other marketing
decisions.
Firm’s sale depends upon training and motivation of
dealers.
5. Analyzing Customer Needs
Lot size
Waiting and delivery time
Spatial convenience
Product variety
Service backup
Establishing Channel Objective
Based on – Product characteristics
perishable products and
Non-perishable products
- Company ‘s size and financial situations
- Competitors
6. Identify The Major Channel Alternatives
Four basic types of marketing intermediaries:
Agents
Wholesalers
Distributors
Retailers
Number of intermediaries:
Companies have to decide on the number of intermediaries to use. Three
strategies available:
Exclusive distribution – for specialty products e.g Roll Royce car
Selective distribution – outlets are chosen selectively
Intensive distribution – use of all the available outlets
7. Evaluate The Major Channel Alternatives
a) ECONOMIC CRITERIA
Company need to estimate the costs of selling different volumes through
each channel and the next step is comparing sales, profitability and costs.
a) CONTROL CRITERIA
Using intermediaries usually means giving them some control over the
marketing of the product, and some intermediaries take more control than
others.
a) ADAPTIVE CRITERIA.
Channels often involve long term commitments, yet the company wants to
keep the channel flexible so that it can adapt to environmental changes.
10. •1) Manufacturer-consumer (Direct selling):
• Shortest and simplest channel
• No middleman betweentheproducer and consumer
• Producers sell directly tocustomers through door-to-door salesmen ,direct mail ,
ownretail stores, e.g..BATA IndiaLtd.
• Used generally for selling shoes ,clothes ,books, etc.
• Veryfast and economical
• Expertservices of middlemen are not available
• Large investmentis required
2) Manufacturer-retailer-consumer:
• This channel is popular whenretailers are big and buy in large quantities ,e.g.
departmentalstores ,super markets.
• Generally used for distribution of consumer durables and products of high value
like automobiles, home appliances, etc.
• Relieves manufacturer of theburden of selling and provides
control over distribution.
11. •3) Manufacturer-wholesaler-retailer-consumer:
• Traditional or normal channel
• Suitable where producers havelimitedfinance and narrow product line
• Channel used in case of consumer durables which are not subject tofrequent
changes in fashion.
4) Manufacturer-agent-retailer-consumer:
• Used whenretailers are fewor geographically concentrated
• Commonly used tosell agricultural products, machinery and equipment,etc.
5) Manufacturer-agent-wholesaler-retailer-consumer:
• Longest channel
• Producer hands over entire outputtotheagent who sales them towholesalers
• In case of cloth this channel is widelyused
• Results in wider distribution of products
13. wholesalers
The wholesalers own the products they sell. Wholesalers purchase product in
bulk and store it until they can resell it. Wholesalers generally sell the products
they have purchased to other intermediaries, usually retailers, for a profit.
Functions of wholesalers:
1) Assembling and buying.
2) Warehousing.
3) Transporting.
4) Financing.
5) Risk bearing.
6) Grading, packing and packaging.
7) Dispersing and selling.
8) Providing market information.
14. Services of wholesalers
1.Service to manufacturers-
Economies of scale.
Saving in time and trouble.
Better use of capital.
Price stabilization.
2. Services to retailers-
Saving in cost and time.
Economy in transport an packing.
Better use of limited factors.
Expert knowledge.
15. RETAILERS
Retailing includes all activitiesdirectly related to the sale of goods and
services to the ultimate consumer for personal or non-personal use.
FUNCTIONS
1. Buying and assembling.
2. Warehousing.
3. Selling.
4. Grading and packing.
5. Financing.
6. Advertising.
16. Services of retailer
TO MANUFACTURER AND WHOLESALER
1. Offer opportunity.
2. A big relief.
3. Provision of information.
4. Reduce the risk of loss.
TO THE CONSUMER
1. Largest choice.
2. Relief from storage.
3. Extra service.
4. Supply of information.
17. Agent middlemen
Agent middlemenare those channel components who
help in the transfer of goods from the hands of ultimate
users without acquiring the ownership of these goods.
They operate for acommission.
18. Types of Agents:
I. Broker : a broker is a agent involved to buying and selling on behalf of
principals for a commission , he does not hold any stock
II. Factor: he is an agent whose function is to receive goods fromhis principal for
sale in commission . He can sell goods in his ownname
III. Commission agent: he acts on behalf of foreign importers hisfunctions is to
buy goods on behalf of clientabroad.
IV. Underwriter:theyenterintoagreementwithpromotersofnewlystartedcompany
whichhave notbeentakenupbythepublic.
V. Auctioneers:itisanagentwhosellsgoodsbyauction.
19. Factors Considering The Choice Of Channel Of
Distribution
FACTORS
Product
factors
Market
factors
Company
factors
Middlemen
factors
20. Product factors
Product nature.
Technical nature: simple or complex.
The length of product line.
The market position: market position of manufacturer.
Middlemenfactors
(a) Availability
(b) Attitudes
(c) Services
(d) Sales Potential
21. Market factors
(a) Consumer or Industrial Market
(b) Number & Location of Buyers
(c) Size & Frequency of Order
(d) Buying Habits
Company factors
(a) Market Standing
(b) Financial Resources
(c) Management
(d) Volume of Production