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Similar to Cosla chapter 15 designing and managing marketing channels (channeling your way to your target clients) godofredo dungca iii v78 3rd version
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Cosla chapter 15 designing and managing marketing channels (channeling your way to your target clients) godofredo dungca iii v78 3rd version
- 2. Godofredo V. Dungca, III, M.D. Ateneo Graduate School of Business Central Luzon Doctors’ Hospital Designing and Managing Integrated MARKETING CHANNELS Channeling Your Way to Your Target Clients The What, Why & How of Marketing Channels
- 3. Learning Objectives : 1. WHAT are they and what do they do ? 2. WHY do companies use them ? 3. HOW do companies use them effectively? MARKETING CHANNELS
- 4. 1. WHAT are they ? MARKETING CHANNELS • Sets of Interdependent Organizations participating in making products and services available for use or consumption of the costumer.
- 6. The Olympic Torch Relay
- 18. 2. WHY do companies use them ? MARKETING CHANNELS • To BRING their products /service to their TARGET market The Olympic Torch Relay
- 19. EFFICIENTLY 2. WHY do companies use them ? MARKETING CHANNELS • To BRING their products /services to their TARGET market EFFECTIVELY
- 20. 1. WHAT do they do ? MARKETING CHANNELS • Gather Market Information • Advertise to create product demand • Negotiate and order products from manufacturers • Assume financial and physical risks for storage and transport of goods • Oversee transfer of product ownership and payment
- 21. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 15.2 Marketing Channel Flows
- 22. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 15.2 Marketing Channel Flows
- 23. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 15.2 Marketing Channel Flows
- 24. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 15.2 Marketing Channel Flows
- 25. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 15.2 Marketing Channel Flows
- 26. WHAT do they do ? HMO’s as MARKETING CHANNELS
- 27. WHAT do they do ? HMO’s as MARKETING CHANNELS • Gather market information • Advertise • Negotiate with providers & subscribers • Assumes financial risks • Oversees transfer of services to Patients
- 28. WHAT do they do ? HMO’s as MARKETING CHANNELS • Gather market information • Advertise • Negotiate with providers & subscribers • Assumes financial risks • Oversee payment of pre-paid services
- 29. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 15.3 Consumer Marketing Channels
- 30. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 15.3 Consumer Marketing Channels
- 31. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 15.3 Consumer Marketing Channels
- 32. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 15.3 Consumer Marketing Channels
- 33. CHANNEL Levels in Healthcare
- 34. CHANNEL Levels in Healthcare 0 – Level
- 35. CHANNEL Levels in Healthcare 0 – Level 1 – Level
- 36. CHANNEL Levels in Healthcare 0 – Level 1 – Level 2 – Levels
- 37. 1. WHAT do they do ? MARKETING CHANNELS
- 38. 3. HOW do companies use them effectively? MARKETING CHANNELS • Through CHANNEL DESIGN decisions
- 39. CHANNEL DESIGN DECISIONS • Analyze Customer Needs,Wants and Demands 3. HOW do companies use them effectively? 1. Manner of Delivery 2. Speed of Delivery 3. Payment Options 4. After Sales Service 5. Value Added Options
- 40. CHANNEL DESIGN DECISIONS • Analyze Customer Needs,Wants and Demands 3. HOW do companies use them effectively? • Establish Objectives and Constraints
- 41. CHANNEL DESIGN DECISIONS • Analyze Customer Needs,Wants and Demands 3. HOW do companies use them effectively? • Establish Objectives and Constraints • Identify Major Channel Alternatives • Evaluate Major Channel Alternatives
- 42. MARKETING CHANNELS The Olympic Torch Relay 3. HOW do companies use them effectively? • Through CHANNEL DESIGN decisions • Widely Recognized • Very Good reputation • Has Symbolic Value • Preferably Olympic Athlete
- 43. MARKETING CHANNELS The Olympic Torch Relay 3. HOW do companies use them effectively? • Through CHANNEL DESIGN decisions • Experienced Archer • With Good Equipment • Proven performance under pressure
- 44. MARKETING CHANNELS The Olympic Torch Relay 3. HOW do companies use them effectively? • Through CHANNEL DESIGN decisions
- 46. CHANNEL DESIGN DECISIONS • Analyze Customer Needs,Wants & Demands 3. HOW do companies use them effectively? • Comprehensive APE Package • Competent Doctors & Med Techs • Affordable & Reliable Tests • Fast Turn-around time of Results • Minimal Disruption of Production
- 47. CHANNEL DESIGN DECISIONS • Establishing Objectives & Constraints 3. HOW do companies use them effectively? • Reputable institution • Established business connections • Able to Provide Doctors Logistical support • Good Negotiator
- 48. CHANNEL DESIGN DECISIONS Identifying Major Channel Alternatives 3. HOW do companies use them effectively? • Reputable institution • Established business connections • Able to Provide Doctors Logistical support • Good Negotiator
- 49. CHANNEL DESIGN DECISIONS Evaluating Major Channel Alternatives 3. HOW do companies use them effectively? Established Connection Good Negotiator Good Support Custom Reqt’s Others
- 50. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 15.6 The Hybrid Grid
- 51. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 15.4 The Value Added vs Cost of Channels
- 52. WHAT is MULTIchannel marketing? MARKETING CHANNELS Slide created by Shubham Verma http://www.IIMInternship.com.
- 53. CHANNEL DESIGN DECISIONS Choosing Channel Alternatives 3. HOW do companies use them effectively?
- 54. Learning Objectives : 1. WHAT are they and what do they do ? 2. WHY do companies use them ? 3. HOW do companies use them effectively? MARKETING CHANNELS
- 55. Learning Objectives : 1. Are interdependent organizations that make available products & service to costumers. 2. Companies use them and their resources to EFFECTIVELY and EFFICIENTLY reach their target markets. 3. Companies make channel design decisions to use them effectively? MARKETING CHANNELS
- 56. Godofredo V. Dungca, III, M.D. Ateneo Graduate School of Business Central Luzon Doctors’ Hospital Designing and Managing Integrated MARKETING CHANNELS Channeling Your Way to Your Target Clients The What, Why & How of Marketing Channels