This presentation talks about the evolution of marketing channels and how to deliver value to where your customers are now: Online.  Visual inspiration: quirkified version of Picasso's continuous line drawings (Image credits: Be.net, ThinkwithGoogle.com, moovweb)

1. INTEGRATED MARKETING CHANNELS
VALUE
DELIVERING
LESLIE BAYONA
ATENEO GRADUATE SCHOOL OF BUSINESS
14 MARCH 2017
DESIGNING & MANAGING

2. 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

3. 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

4. PART 1: INTRODUCTION
#ChannelTheMarket
#BestNetValue
PART 2: DESIGNING & MANAGING
#RiseOfTheOmnipotents
PART 3: INTEGRATING
#3CS
#EvsMCommerce
Image Source: behance.net

5. HOW DO YOU REACH YOUR CUSTOMERS?
#ChannelTheMarket
Image Source: behance.net

6. MULTICHANNEL
MARKETING
#ChannelTheMarket
Source: Google Images

7. #ChannelTheMarket
Source: Google Images

8. 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

9. •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

10. #BestNetValue
Source: Google

11. #BestNetValue
Source: Google

12. #BestNetValue
Source: Google

13. #BestNetValue
Source: Google

14. 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

15. A DAY IN THE LIFE OF OMNICHANNEL USERS
#RiseOfTheOmnipotents
Source: Google

16. OMNICHANNEL
#RiseOfTheOmnipotents
Source: Google

17. #3CS
1. CONFLICT
2. COOPERATION
3. COMPETITION
Image Source: behance.net

18. PART 4: BONUS
E-COMMERCE vs M-COMMERCE
Image Source: behance.net

19. B2C
Business-to-
Consumer
BUY
B2B
Business-to-
Business
BUY
C2C
Consumer-to-
Consumer
BUY
#EvsMCommerce

20. #EvsMCommerce
Source: PayMaya

21. MCOMMERCE
#EvsMCommerce
Image Source: Google

22. MOBILE
IS KING
#EvsMCommerce
Image Source: Google

23. 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

24. BLUETOOTH
LOCATOR
SMARTPHONE
SIGNALS
FETCH CONTENT
FOR USER PROFILE
DISPLAYS
PERSONALIZED ADS
#EvsMCommerce
Source: estimote.com

25. VALUE
DELIVERING
THANK YOU!