This document discusses different types of integrated marketing channels. It describes horizontal marketing systems (HMS) which integrate related businesses to achieve economies of scale, though they can lack coordination. Vertical marketing systems (VMS) allow for better control of behavior and elimination of conflicts between members. Multi-channel distribution systems combine different channels and provide increased coverage but also more conflicts. The document provides examples of common channel structures for consumer goods, industrial goods, and services.

1. Integrated Marketing Channels
Prepared By,
Sagar Gadekar

2. Importance of Channel Integration
 Bridge the Gap.
 Streamline the Physical and Information.
 Reduces the Levels of Opportunism.
 Reduce the Uncertainty, cost and Risk.
 Degree of Integration.
 Better Management.
 Better Co-ordination.
 Barrier of other Competitors.

3. Types of Channel Integration.
 Horizontal Marketing Systems.(HMS)
 Vertical Marketing Systems.(VMS)
 Multi channel Distribution Systems/
Hybrid Marketing System.

4. Horizontal Marketing Systems.(HMS)
 Advantages of HMS
 Horizontal integration of related businesses allows them to achieve
economies of the scale by selling more of the same product
through geographic expansion.
 Horizontal marketing system includes the economies of the scope
through synergies achieved by sharing of resources common to
different products, and reduction in the cost of international trade
by operating factories in foreign countries.
 Disadvantages of VMS
 The integration of business may result in problems related to size
such as lack of coordination.
 Conflicts between members.
 Decrease in Flexibility.

5. Vertical Marketing Systems
 Advantages of VMS
 It is easier to control channel behavior.
 It is easier to eliminate conflicts that results when
independent channel members pursue their own
objectives.
 It improves distribution efficiency by combining the
efforts of individual channel members.
 The economies of scale through the size, bargaining
power and eliminating of duplicating services can be
achieved.

6. Multi channel Distribution Systems/ Hybrid
Marketing System.
 Advantages.
 Increasein Market Coverage.
 Lower Channel Cost.
 More Customized Selling.
 Disadvantages
 More channel conflicts.
 Problem in Controlling.
 Degree of Freedom.
 Non cooperation among the different channel.

7. Consumers Goods
 Channel Alternatives for Consumer
Goods.
 Producer – Consumer (0 level Channel).
 Producer –Retailer– Consumer (1 Level)
 Producer– Wholesaler– Retailer– Consumer(2Level)
 Producer –Agent– Wholesaler—Retailer—Consumer
(3 Level)
 Producer—Wholesalers –Agent—Jobbers—Retailers–
Consumers (4 Level)

8. Industrial Goods
 Producer – User.
 Producer– Industrial –User.
 Producer –Industrial Distributor—Reseller—
User.
 Producer– Agent– User.
 Producer—Agent—Industrial Distributors—
User.

9. Channel Alternative for Services.
 Producer– Consumer.
 Produces – Agent– Consumer.

10. Thank You.