The document discusses designing and managing integrated marketing channels. It covers topics such as marketing channel strategy, value networks, channel design decisions, managing conflicts and cooperation between channels, and e-commerce practices. Effective channel management requires selecting and training channel members while addressing potential conflicts between members. Companies must also consider legal issues around exclusive distribution agreements.
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..
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..
Chapter 8 product, service, and brands (building customer value)Lance Üü
Disclaimer: I do not own the right in some few parts of this slide. Some slides credit goes to the individuals who share their slide.
FAIR USE:
"Copyright Disclaimer Under Section 107 of the
Copyright Act 1976, allowance is made for "fair use"
for purposes such as criticism, comment, news
reporting, teaching, scholarship, and research. Fair
use is a use permitted by copyright statute that
might otherwise be infringing. Non-profit,
educational or personal use tips the balance in favor
of fair use.".
Setting Product Strategy
What is a Product?
Components of the Market Offering
Durability and Tangibility
Use
Consumer Goods Classification
The Product Hierarchy (using life insurance example)
Product Systems and Mixes
Product Line Analysis
Packaging , labeling warranties
Packaging Objectives
Functions of Labels
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Chapter 8 product, service, and brands (building customer value)Lance Üü
Disclaimer: I do not own the right in some few parts of this slide. Some slides credit goes to the individuals who share their slide.
FAIR USE:
"Copyright Disclaimer Under Section 107 of the
Copyright Act 1976, allowance is made for "fair use"
for purposes such as criticism, comment, news
reporting, teaching, scholarship, and research. Fair
use is a use permitted by copyright statute that
might otherwise be infringing. Non-profit,
educational or personal use tips the balance in favor
of fair use.".
Setting Product Strategy
What is a Product?
Components of the Market Offering
Durability and Tangibility
Use
Consumer Goods Classification
The Product Hierarchy (using life insurance example)
Product Systems and Mixes
Product Line Analysis
Packaging , labeling warranties
Packaging Objectives
Functions of Labels
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Keegan, W. J. & Green, M. C. (2013). Global Marketing 7th ed. Pearson Publishing.
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This slides shows the overview of Acer in 2015, their development stages and a brief of their global marketing strategy.
Based on a Harvard Business Review with same title by Ramon Casadesus-Masanell and Joan E. Ricart.
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A group assignment for International Business Management class. The case is about a motorbike company from US that selecting the right country for investment. The options are Indonesia, India, Thailand, Australia & China.
Management Strategy: The Core Competence of the Corporation.
Based on Harvard Business Review with same title article written by C.K. Prahalad and Gary Hamel
ANALISIS KEPATUHAN PETUGAS TERHADAP PROSEDUR MUTU LABORATORIUM SESUAI ISO 170...Benny Herlambang
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Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
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It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
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Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
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Model Attribute Check Company Auto PropertyCeline George
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Kotler-Keller - Marketing Management : Delivering Value
1. DELIVERING VALUE
we expanded the brand to include a whole line of
apparel and accessories, but we quickly learned that it
was not good to have one channel of distribution…
1
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Kathy Ireland
Chief Designer of RFA, Founder of KIWW, Author, Model
“
“
4. MARKETING CHANNELS
AND VALUE NETWORKS
Marketing Channel
“the set of firms and individuals that
take title, or assist in transferring title,
to a good or service as it moves from
the producer to the final consumer or
industrial user”
Kotler, P., and Armstrong (1989) Principles of Marketing. Prentice-Hall
4
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5. MARKETING CHANNELS
AND VALUE NETWORKS
Why It’s Important
• Affect not only marketing decisions
but also non-marketing’s
• Convert potential buyers to
profitable customers
• Not only serve market but also make
market
5
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6. MARKETING CHANNELS
AND VALUE NETWORKS
Marketing Channel Strategy
6
Push Strategy
Producer Intermediaries Consumer
When intermediaries can be persuaded to stock the product, in preference to
those of competitors, then when customers visit a sales outlet and ask for a
product by its generic name it is the product of the company which is supplied.
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inducing
ordering
Pull Strategy
Producer Intermediaries Consumer
Creating such a strong preference for the product among end users that the
resulting demand pulls the product through the channel of distribution.
7. HYBRID CHANNEL
& MULTICHANNEL MARKETING
7
Multichannel Marketing
“marketing using many different
marketing channels to reach a
customer”
Rangaswamy, Arvind; Gerrit H. Van Bruggen (2005). Opportunities and challenges in
multichannel marketing
PRODUCER INTERMEDIARIES CONSUMER
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8. HYBRID CHANNEL
& MULTICHANNEL MARKETING
8
Channel Integration
“the merging of retail operations in
such a manner that enables the
transacting of a customer via many
connected channels”
https://www.boundless.com/marketing/marketing-channels/marketing-channel-relationships/
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channel-integration/
ONLINE ORDER OUTLET DELIVERY
9. VALUE NETWORKS
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Value Network
“a system of partnerships and alliances
that a firm creates to source, augment
and deliver its offerings”
Kotler, P., and Keller (2012) Marketing Management. Pearson Education Limited
May Includes
• Suppliers
• Customer
• Consumer
• Media
• Etc.
10. THE ROLE OF MARKETING CHANNEL
10
Channel Function
• Forward flow functions:
– From company to customers
– Develop / disseminate communication
– Store and move the physical products
– Oversee transfer of ownership
• Backward flow functions:
– From customers to company
– Place orders with manufacturers
– Facilitate payment of bills
• Forward and backward flow functions:
– Gather information
– Negotiate price and transfer of ownership
– Finance inventories
– Assume risk
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11. THE ROLE OF MARKETING CHANNEL
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Channel Levels
– Zero level channel
– One level channel
– Two level channel
– Three level channel
12. THE ROLE OF MARKETING CHANNEL
12
Service Sector Channel
Service sector channels use agencies and
locations to access population to be served
• Banking
• Insurance
• Travel
“Kodak offers its customers four ways to print their digital
photos-minilabs in retail outlets, home printers, online services
at its Ofoto Website, and self-services kiosks. The world leader
with 80.000 kiosks, Kodak makes money both by selling the
units and by supplying the chemical and paper they use to
make the prints.”
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13. CHANNEL DESIGN DECISIONS
13
Designing A Channel System Requires…
– Analyzing consumer needs
– Setting channel objectives
– Identifying major channel alternatives
– Evaluation
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14. Analyzing Consumer Needs And Wants
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LOT SIZE - the number of units the channel permits a typical
customer to purchase on one occasion.
WAITING AND DELIVERY TIME - the average time customers wait
for receipt of goods. costumer increasingly prefer faster delivery
channels.
SPATIAL CONVENIENCE - the degree to which the marketing
channel makes It easy for customers to purchase the product.
PRODUCT VARIETY - the assortment provided by the marketing
channel.
SERVICE BACKUP - add on services (Credit, delivery, installation,
repairs) provided by the channel. the greater the service backup,
the greater the work provided by the channel.
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15. Establishing Objectives and Constraints
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Purpose:
– In order to develop channel structure,
manager should decide some goals trying to
be achieved.
– These goals must be in line with some other
component of marketing mix, to anticipate
collision among them.
– These goals must be congruent with marketing
and other general objectives and strategies of
the firm
16. IDENTIFYING MAJOR CHANNEL
ALTERNATIVES
16
• TYPES OF INTERMEDIARIES
• Number of Intermediaries
– Exclusive distribution
– Selective Distribution
– Intensive Distribution
• Terms and Responsibilities of Channel
Members
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17. EVALUATING
17
Evaluation Criteria…
– Economic criteria compares the likely sales
costs and profitability of different channel
members
– Control refers to channel members’ control
over the marketing of the product
– Adaptive criteria refers to the ability to remain
flexible to adapt to environmental changes
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18. CHANNEL MANAGEMENT DECISION
18
What Company Should Do…
• Selecting channel members
• Training channel members
• Motivating channel members
• Evaluating channel members
• Modifying channel arrangements
• Considering global expansion
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19. CHANNEL INTEGRATION & SYSTEM
19
• Vertical marketing systems
– Corporate VMS
– Administered VMS
– Contractual VMS
• Horizontal marketing systems
• Multichannel marketing systems
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20. CONFLICT, COOPERATION &
COMPETITION
20
• Conflict happens when an action by
a channel member prevent the
other member to achieve its goal.
• Channel Coordination occurs when channel
members are brought together to advance the
goals of the channel, as opposed to their own
potentially incompatible goals.
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21. CONFLICT, COOPERATION &
COMPETITION
21
• Type of conflicts:
– Vertical Conflict
“Conflicts between different
levels within the same channel”
– Horizontal Conflict
“Conflicts between same levels
within the different channel”
– Multi-Channel Conflict
“Conflicts when multiple
channels are employed and all
sell to same market
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22. CONFLICT, COOPERATION &
COMPETITION
22
Goal Incompatibility Unclear Roles & Rights
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Differences In
Perceptions
Intermediaries’
Dependence On The
Manufacturer
Cause of
Conflict
24. CONFLICT, COOPERATION &
COMPETITION
24
• Managing channel conflicts:
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– Co-optation
“an effort by one organization to win the
support of the leaders of the another by
including them in advisory councils, BoD, etc.”
– Diplomacy
“process when each side sends a person or
group to meet it counterparts.”
– Mediation
“process that relies on another 3rd party skilled
in conciliatin the two parties’ interest”
25. CONFLICT, COOPERATION &
COMPETITION
25
• Managing channel conflicts:
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– Arbitration
“process where two parties agree to present
their arguments to one or more arbitrators and
accept their decision”
– Legal Recourse
“process to manage the conflict that involving
law suits”
26. CONFLICT, COOPERATION &
COMPETITION
26
Dilution and Cannibalization
– Happens mostly on luxury
brands that has its brand
image built based on
exclusivity and services that
customized based on
customer’s need.
– Their brand image will be
“downgraded” if they sell to
much in a discounted channel.
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27. CONFLICT, COOPERATION &
COMPETITION
27
Legal and Ethical Issues in Channel
Relations:
– Exclusive Distribution
– Exclusive dealing
– Tying agreements
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28. E-COMMERCE
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E-commerce
“a website providing or enabling an
individual to do transactions online”
OR
“a way to sell or shop online or direct
selling that utilize Internet on a
website providing get & deliver
service”
29. E-COMMERCE
29
• E-commerce in general
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• E-Purchasing
• E-Marketing
• E-Commerce type
• Pure click
• Brick n Click
31. RETAILING
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Retailers
“all the activities involved in selling
goods or services directly to final
consumers for personal, nonbusiness
use”
Kotler, P., and Keller (2012) Marketing Management. Pearson Education Limited
32. RETAILING
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Types of Retailers
• Store Retailers
– Specialty store
– Department store
– Supermarket
– Convenience store
– Discount store
– Off-price retailer
– Superstore
– Catalog showroom
• Non-Store Retailers
– Direct selling
– Direct marketing
– Automatic vending
– Buying service
35. PRIVATE LABELS
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Private Labels
“brand owned not by a manufacturer
or producer but by a retailer or
supplier who gets its goods made by a
contract manufacturer under its own
label”
http://www.businessdictionary.com/definition/private-label.html
36. WHOLESALING
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Wholesalers
“the middlemen who operates
between the producers (from whom
they purchase goods) and the retailers
(to whom they sell goods).”
http://business.gov.in/manage_business/wholesalers_retailers.php
38. MARKET LOGISTIC
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Market Logistic
“planning, implementing, and
controlling the physical flows of
materials and final goods from points
of origin to points of use to meet
customer requirements at a profit”
Kotler, P., and Armstrong (1989) Principles of Marketing. Prentice-Hall
39. MARKET LOGISTIC
Market Logistic Decisions
– How should orders be handled?
– Where should stock be located?
– How much stock should be held?
– How should goods be shipped?
Order
Processing Warehousing
MARKET
LOGISTIC
Transportation Inventory
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40. CONCLUSION
40
- Most producers use channels to market their product.
- Effective management should include selection,
training and motivating g channel members.
- All channels have potential to conflict and should be
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managed well.
- Channel selection should consider legal issues.
- E-commerce and other ICT areas are still growing and
can be explored for marketing.
- It should be considered to use retail, wholesaling or
both channel.
- Marketing logistic is on importance decision related to
marketing channels.
41. REFERENCES
• Kotler, P., and Keller (2012) Marketing Management. Pearson Education Limited
• Kotler, P., and Armstrong (1989) Principles of Marketing. Prentice-Hall
• Rangaswamy, Arvind; Gerrit H. Van Bruggen (2005). Opportunities and challenges in
multichannel marketing
• http://www.fao.org/docrep/004/w3240e/w3240e09.htm
• https://www.boundless.com/marketing/marketing-channels/marketing-channel-relationships/
channel-integration/
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