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INTEGRATED MARKETING CHANNELS
VALUE
DELIVERING
LESLIE BAYONA
ATENEO GRADUATE SCHOOL OF BUSINESS
14 MARCH 2017
DESIGNING & MANAGING
Q&A
1. What is a marketing channel
system and value network?
2. What work do marketing
channels perform?
3. How should channels be
designed?
4. What decisions do companies
integrate channels and
manage channel conflict?
5. What are the key issues with
e-commerce / m-commerce?
?
?
Source: Marketing Management 14th Edition by Kotler Keller
1. Marketing Channels and Value Networks
1.1.The Importance of Channels
1.2.Hybrid Channels and Multichannel Marketing
1.3.Value Networks
2. The Role of Marketing Channels
2.1.Channel Functions and Flows
2.2.Channel Levels
2.3.Service Sector Channels
4. Channel-Design Decisions
4.1.Analyzing Customer Needs and Wants
4.2.Establishing Objectives and Constraints
4.3.Identifying Major Channel Alternatives
4.3.1.Types of Intermediaries
4.3.2.Number of Intermediaries
4.4.Evaluating Major Channel Alternatives
5. Channel-Management Decisions
5.1.Selecting Channel Members
5.2.Training and Motivating Channel Members
5.3.Evaluating Channel Members
5.4.Modifying Channel Design and Arrangements
5.5.Channel Modification Decisions
5.6.Global Channel Considerations
6. Channel Integration and Systems
6.1.Vertical Marketing Systems
6.2.Horizontal Marketing Systems
6.3.Integrating Multichannel Marketing Systems
7. Conflict, Cooperation, and Competition
7.1.Types of Conflict and Competition
7.2.Causes of Channel Conflict
7.3.Managing Channel Conflict
7.4.Dilution and Cannibalism
7.5.Legal and Ethical Issues in Channel Relations
8. eCommerce Marketing Practices
8.1.Pure-Click Companies
8.2.Brock=and-Click Companies
9. M-Commerce Marketing Practices
DESIGNING & MANAGING
INTEGRATED MARKETING CHANNELS
Source: Marketing Management 14th Edition by Kotler Keller
PART 1: INTRODUCTION
#ChannelTheMarket
#BestNetValue
PART 2: DESIGNING & MANAGING
#RiseOfTheOmnipotents
PART 3: INTEGRATING
#3CS
#EvsMCommerce
Image Source: behance.net
HOW DO YOU REACH YOUR CUSTOMERS?
#ChannelTheMarket
Image Source: behance.net
MULTICHANNEL
MARKETING
#ChannelTheMarket
Source: Google Images
#ChannelTheMarket
Source: Google Images
VALUE
NETWORKS
The effectiveness of a value network
is determined by how well the
network produces benefits and
increases assets for the company.
#BestNetValue
Sources: 

smallbusiness.chron.com

behance.net
•implements sustainable practices
•reduces greenhouse gases
•uses renewable energy in many of its stores
•reduced waste with new packaging techniques
CASE STUDY
“THE LARGEST (SUSTAINABLE) COMPANY EVER”
HUFFINGTON POST
#BestNetValue
Sources: 

Google Images

Huffington Post
#BestNetValue
Source: Google
#BestNetValue
Source: Google
#BestNetValue
Source: Google
#BestNetValue
Source: Google
OMNICHANNEL
Retail marketing is changing.
The way we think about and approach
retail marketing is changing. Today,
success means reaching consumers
wherever they are, on whatever device
they may be using. Success means
connecting with your most important
customer: the omni-channel shopper.
Julie Krueger

MARCH 2015
#RiseOfTheOmnipotents
Source: Think With Google
A DAY IN THE LIFE OF OMNICHANNEL USERS
#RiseOfTheOmnipotents
Source: Google
OMNICHANNEL
#RiseOfTheOmnipotents
Source: Google
#3CS
1. CONFLICT
2. COOPERATION
3. COMPETITION
Image Source: behance.net
PART 4: BONUS
E-COMMERCE vs M-COMMERCE
Image Source: behance.net
B2C
Business-to-
Consumer
BUY
B2B
Business-to-
Business
BUY
C2C
Consumer-to-
Consumer
BUY
#EvsMCommerce
#EvsMCommerce
Source: PayMaya
MCOMMERCE
#EvsMCommerce
Image Source: Google
MOBILE
IS KING
#EvsMCommerce
Image Source: Google
HOTTEST MCOMMERCE
TRENDS IN 2017
Augmented and Virtual Reality

Coupons and rewards

Flash Sales	

Mobile payments today, 

hands-free tomorrow

One-finger shopping
#EvsMCommerce
Source: moovweb.com
BLUETOOTH
LOCATOR
SMARTPHONE
SIGNALS
FETCH CONTENT
FOR USER PROFILE
DISPLAYS
PERSONALIZED ADS
#EvsMCommerce
Source: estimote.com
VALUE
DELIVERING
THANK YOU!

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