The document provides an overview of place and channels to market. It defines place as the location where goods and services can be purchased and the distribution channels through which they pass from producer to final user. It discusses different types of marketing channels for consumer and business products. It also covers channel functions like specialization and overcoming discrepancies. The document discusses channel strategies including selection, intensity and integration. It provides examples of push and pull strategies and considerations for developing an effective channel strategy.
This document discusses the re-launch of the TV show "The Street Hawk" by analyzing the target audience, positioning strategy, SWOT analysis, gaps in service quality, marketing mix, Porter's five forces, and competition. It aims to reposition the show as an action-adventure mystery by appealing to audiences interested in thrill and entertainment. Key aspects that led to the previous failure are identified such as not meeting consumer expectations, demand, and supply issues. The summary focuses on high-level insights and avoids copying significant portions of the source text.
1. The document discusses various aspects of marketing channels including marketing channel design, market testing, and segmentation for marketing channel design.
2. It provides definitions of marketing channels and discusses important concepts like marketing flows in channels, who belongs to a marketing channel, and the work of marketing channels.
3. The document also discusses channel analysis framework including channel design process, channel implementation process, and concepts like channel power and channel conflict.
Segmentation is a key challenge for marketers that can increase commercial effectiveness and efficiency. While many companies primarily use basic segmentation methods like firmographics, segmentation aims to identify and quantify customer segments with similar profiles, needs, behaviors and expectations to develop tailored value propositions and go-to-market strategies. There are four main segmentation methods - firmographic, needs-based, usage-based, and value-based - that can be used together based on specific business objectives like sales, marketing, finance, and organization. Benefits of segmentation include higher efficiency and effectiveness of initiatives, enhanced marketing focus and optimal budget allocation.
The document discusses marketing channels and supply chain management. It covers topics such as types of marketing channels, channel strategy decisions, channel management and conflict, vertical marketing systems, logistics, physical distribution systems, transportation, and warehousing. The key aspects are selection and management of marketing channels, integrating the supply chain, and efficient physical distribution of goods.
This document discusses vertical integration in mass media industries. It begins by outlining the three vertical stages of production, distribution, and exhibition. It then provides examples of vertical integration in different media like movies, newspapers, and TV programs.
The document goes on to define vertical integration as merging the ownerships of two successive operations so they are no longer separate entities. It discusses the economic efficiencies of vertical integration like reducing multiple markups and increasing retail consumption through lower prices.
Finally, the document analyzes vertical integration and its impact in the Singapore cinema market. It discusses how integration allows firms to gain competitive advantages in distribution and exhibition through control of theater outlets.
The document outlines a strategy for shifting from company-driven communications to customer-centric engagement using multi-channel approaches. It proposes segmenting and profiling customers to customize solutions, messages, timing of communications, and channels based on customers' usage, needs, and behaviors. Sample messaging guidelines, solution plans, and a communication stream map are provided as examples of how to synchronize personalized engagements across multiple touchpoints over time. The goal is to build ongoing relationships through relevant, targeted interactions on the most effective channels.
The document provides an overview of planning the delivery and content of marketing messages and incentives. It discusses conducting a brand audit to understand brand contacts and customer experiences. It also covers developing customer insights, a message and incentive strategy, and an overall communication strategy. The goal is to identify the strongest customer motivations and opportunities to connect messaging and incentives with what customers want to acquire.
4 Proftiable Growth, Service Enabled Cust ExpAnees Gopalani
This document discusses how manufacturers can leverage services to create competitive advantage through a strategy called Service Enabled Customer Experience (SECE). SECE involves targeting unique services to customer needs throughout the ownership lifecycle, integrating services into operations, and positioning services centrally in marketing. Implementing SECE requires understanding customer needs, developing a tailored service program, and measuring results. Benefits include stronger customer relationships, increased repurchases, and advocacy. The case studies show how SECE differentiated brands and improved customer satisfaction.
This document discusses the re-launch of the TV show "The Street Hawk" by analyzing the target audience, positioning strategy, SWOT analysis, gaps in service quality, marketing mix, Porter's five forces, and competition. It aims to reposition the show as an action-adventure mystery by appealing to audiences interested in thrill and entertainment. Key aspects that led to the previous failure are identified such as not meeting consumer expectations, demand, and supply issues. The summary focuses on high-level insights and avoids copying significant portions of the source text.
1. The document discusses various aspects of marketing channels including marketing channel design, market testing, and segmentation for marketing channel design.
2. It provides definitions of marketing channels and discusses important concepts like marketing flows in channels, who belongs to a marketing channel, and the work of marketing channels.
3. The document also discusses channel analysis framework including channel design process, channel implementation process, and concepts like channel power and channel conflict.
Segmentation is a key challenge for marketers that can increase commercial effectiveness and efficiency. While many companies primarily use basic segmentation methods like firmographics, segmentation aims to identify and quantify customer segments with similar profiles, needs, behaviors and expectations to develop tailored value propositions and go-to-market strategies. There are four main segmentation methods - firmographic, needs-based, usage-based, and value-based - that can be used together based on specific business objectives like sales, marketing, finance, and organization. Benefits of segmentation include higher efficiency and effectiveness of initiatives, enhanced marketing focus and optimal budget allocation.
The document discusses marketing channels and supply chain management. It covers topics such as types of marketing channels, channel strategy decisions, channel management and conflict, vertical marketing systems, logistics, physical distribution systems, transportation, and warehousing. The key aspects are selection and management of marketing channels, integrating the supply chain, and efficient physical distribution of goods.
This document discusses vertical integration in mass media industries. It begins by outlining the three vertical stages of production, distribution, and exhibition. It then provides examples of vertical integration in different media like movies, newspapers, and TV programs.
The document goes on to define vertical integration as merging the ownerships of two successive operations so they are no longer separate entities. It discusses the economic efficiencies of vertical integration like reducing multiple markups and increasing retail consumption through lower prices.
Finally, the document analyzes vertical integration and its impact in the Singapore cinema market. It discusses how integration allows firms to gain competitive advantages in distribution and exhibition through control of theater outlets.
The document outlines a strategy for shifting from company-driven communications to customer-centric engagement using multi-channel approaches. It proposes segmenting and profiling customers to customize solutions, messages, timing of communications, and channels based on customers' usage, needs, and behaviors. Sample messaging guidelines, solution plans, and a communication stream map are provided as examples of how to synchronize personalized engagements across multiple touchpoints over time. The goal is to build ongoing relationships through relevant, targeted interactions on the most effective channels.
The document provides an overview of planning the delivery and content of marketing messages and incentives. It discusses conducting a brand audit to understand brand contacts and customer experiences. It also covers developing customer insights, a message and incentive strategy, and an overall communication strategy. The goal is to identify the strongest customer motivations and opportunities to connect messaging and incentives with what customers want to acquire.
4 Proftiable Growth, Service Enabled Cust ExpAnees Gopalani
This document discusses how manufacturers can leverage services to create competitive advantage through a strategy called Service Enabled Customer Experience (SECE). SECE involves targeting unique services to customer needs throughout the ownership lifecycle, integrating services into operations, and positioning services centrally in marketing. Implementing SECE requires understanding customer needs, developing a tailored service program, and measuring results. Benefits include stronger customer relationships, increased repurchases, and advocacy. The case studies show how SECE differentiated brands and improved customer satisfaction.
KD Services is a third party logistics provider specializing in packaging, assembly, compliance, and distribution services for the cosmetic, pharmaceutical, and retail industries. With over 15 years of experience and sustained 30% annual growth, KD Services has completed thousands of projects for loyal clients. The company utilizes state-of-the-art technology across its 70,000 square foot facility to efficiently handle projects of any size or complexity with a dedicated team of over 100 experts.
This document discusses distribution channels and channel management decisions. It explains that distribution, or 'place', is a key element of the marketing mix as it is how customers can be reached and served. Effective distribution requires successfully integrating distribution within the overall marketing mix. Distribution channels help organize the exchange process and communications between manufacturers, intermediaries, and customers. Selecting and managing distribution channels, intermediaries, and outlets is important for meeting customer needs and maximizing sales and profits. The document outlines different types of channels and strategies manufacturers can use including intensive, selective, and exclusive distribution. It also discusses vertical marketing systems and factors that influence distribution channel decisions.
International marketing Lecture 3 - The Marketing Mix CRM
2. Analytical Tools
3. Consumer Behaviour Models
4. Channels
5. Consumer, B2B, Direct, Retail Marketing, etc
A revisit to the basic tools of
marketing in the international context
This document discusses strategies for entering international markets. It outlines various entry strategies such as exporting, using distributors or agents, direct sales, licensing or franchising agreements, strategic alliances, and direct foreign investment. It also discusses generic global marketing strategies such as standardizing products and marketing practices globally versus adapting products or marketing to local markets. Additionally, it examines global product standardization approaches.
The document discusses marketing channels and supply chain management. It covers topics such as types of marketing channels, channel strategy decisions, vertical marketing systems, logistics and supply chain concepts, physical distribution components, transportation modes, and warehousing. The key aspects are selection and management of marketing channels, integration of the supply chain, and efficient physical movement of goods from producers to consumers.
Zara is able to achieve high customer loyalty through a logistics strategy focused on segmenting customers, prioritizing quality of service, and rapid replenishment. Zara segments customers into fashion-focused younger buyers and sets priorities around short 10-14 day lead times. This allows Zara to introduce 12,000 new designs annually and keep stock turning over 11 times per year through a supply chain focused on quality of service and responsiveness over lower costs.
An exclusive presentation by Mr. Mayank Sahai, AVP - Corporate Marketing - Tata Teleservices Ltd. on ‘Enhancing Marketing Performance to drive Business Objectives.’ The presentation was made at SAS Forum India 2013.
This document discusses competitive location models and consumer spatial behavior. It motivates the need to extend traditional optimization location models to account for uncertainty and complex consumer trends. An agent-based approach is proposed to model heterogeneous consumers in a dynamic environment. Several chapters are outlined that will use agent-based models and simulations to provide qualitative insights and evaluate solution quality compared to optimization models. A case study application to retail locations in Ghent is also discussed.
This document appears to be part 4 of a marketing course on global integrated marketing communications (IMC). It discusses some of the cultural challenges advertisers face in global marketing, including language and cultural barriers. It also covers topics like brand knowledge, media decisions in a global context, and different types of advertising regulations in different markets. The document is presented by Danny Abramovich and appears to be from a website on developing marketing plans.
The document discusses various types of distribution channels for consumer and business-to-business products. It outlines different channel structures including producer to consumer (Channel A), producer to retailer to consumer (Channel B), and producer to wholesaler to retailer to consumer (Channel C). It also discusses channels for business-to-business including producer to buyer (Channel E) and producer to agent to buyer (Channel F). Additionally, it mentions dual distribution channels, wholesale intermediaries, agents and brokers, and vertical marketing systems. Key factors for selecting distribution channels include organizational goals, market characteristics, product attributes, and environmental forces.
Distribution channels help companies reach more customers by providing time, place and possession utility. They include distributors, wholesalers and retailers who facilitate the flow of goods from producers to consumers. Companies must develop a distribution strategy that determines the appropriate channel structure and intensity based on their products and objectives. The strategy also defines performance indicators and critical success factors to ensure effective distribution management.
This document outlines the branding process for a wine company in 3 stages:
1. Analyze corporate objectives, opportunities, and the competitive environment to confirm the existing or proposed brand strategy.
2. Develop the brand proposition, name, and mission statement, and test consumer reactions to the brand and liquid.
3. Create the liquid proposition by sourcing ingredients, defining the quality, style and blending to build a profitable and sustainable wine brand.
1. The document discusses marketing channels and supply chain management, including why companies use distribution channels and how channel members interact.
2. It covers the major alternatives for channel design, such as the number of intermediaries and responsibilities of members.
3. The document also discusses channel management, including selecting, motivating, and evaluating channel members, as well as the goals of integrated logistics and supply chain management.
This document discusses loyalty marketing, including its objectives, scope, process, and case studies of successes and failures. Loyalty marketing focuses on growing and retaining existing customers through strategic relationship building. It aims to better understand high-value customers and provide them targeted benefits to increase their lifetime spending and profitability. Case studies show that successful loyalty programs like AirMiles clearly communicate benefits to attract and reward loyal customers, while failures occur when programs have no communication, low redemption rates, or unsustainable costs.
The document is a presentation on distribution channels that includes definitions, types, tiers, intermediaries, conflicts, intensity types and attributes, design decisions, evaluating alternatives, and management decisions. It defines a distribution channel as the path through which goods and services are delivered from the manufacturer to the consumer, with payments traveling from customers to the manufacturer. It also notes that distribution channels are a key element of the marketing mix and an external microenvironmental factor that can include intermediaries. Finally, it presents two main types of distribution channels: business-to-business (B2B) and business-to-consumer (B2C).
The Fools Guide To Scoping Comms Planning In Indiagirishahuja
The document discusses the landscape of the Indian marketplace and how it is evolving. It analyzes key factors like retail structure, industry structure, information structure, and consumer value structure. It states that currently the Indian market landscape exists in a disintegrated state with regards to some factors and an integrated state with regards to others. However, it notes that there is a swap taking place that will result in the market having multiple realities and a more diverse and complex future landscape with differentiated and evolved markets. It emphasizes that marketers will need superior strategies, planning, and measurement capabilities to succeed in this evolving environment.
The document provides an overview of mobile advertising, describing what it is, who the key players are, and how a mobile advertising solution works. It discusses how interact and Amobee provide a holistic, multi-channel mobile advertising platform that allows targeting of users based on profiles. The solution includes campaign management, reporting, and business intelligence tools to optimize advertising campaigns across various inventory types for mobile operators.
Distribution
Direct and Indirect Selling Channels
Types of Intermediaries: Direct Channel
Types of Intermediaries: Indirect Channel
Channel Development
Channel Adaptation
Channel Decisions
Marketing of Industrial Product also called:(B2B)
Definition
Differences Between B2B and B2C
• Products/Services being marketed
• Nature of demand
• How the customer buys
• Communication process
• Economic/Financial factors
• Relationship Marketing
Marketing of Services
What is a service?
Difference between goods and services
Intangibility Inseparability, Heterogeneity and Perishability
Services -
Business Services, Health Services, Professional Services and
Hospitality Services
• The role of marketing in a service firm
Sales and Field Force Management
• Sales Management defined
• Task and goals of the sales
• Sales Management Model
• Sales Management Trends
• Transaction Selling vs Relationship Selling
• Recruiting and Managing the field team
• Time and Territory Management
Personal Selling
The most important promotional tool in B2B marketing
Transaction/relationship is often too complex to consummate without personal interaction between marketer and buyer.
Boundary Spanner
Customers are sophisticated and you need a long-term relationship to be successful.
B2B sales cost more than B2C selling
This document discusses place strategies and distribution channels. It covers topics such as the functions of marketing channels, designing and managing channels, trends in channel dynamics, channel conflict, types of intermediaries like wholesalers, agents, retailers and the internet as distribution channels. It also discusses channel decisions around direct vs indirect channels, length and number of intermediaries. Channel management topics of selection, motivation, evaluation and managing conflict are also summarized. The document concludes with discussing logistics functions and goals.
2nd revised mark man v57 prof. de ungria chap15 designing and managing integr...Ralph Raymund Pinon
This document provides an outline and overview of key concepts related to marketing channels and integrated marketing. It defines marketing channels and discusses their importance. The functions of marketing channels and the flows within channels are described. The document also discusses designing marketing channels, managing channel members, and evaluating channels. Recent developments like vertical marketing systems and integrating multi-channel systems are also summarized.
2nd revised mark man v57 prof. de ungria chap15 designing and managing integr...Ralph Raymund Pinon
This document provides an outline and overview of key concepts related to marketing channels and integrated marketing. It defines marketing channels and discusses their importance. The functions of marketing channels and the flows within channels are described. The document also discusses designing marketing channels, managing channel members, and evaluating channels. Recent developments like vertical marketing systems and integrating multi-channel systems are also summarized.
KD Services is a third party logistics provider specializing in packaging, assembly, compliance, and distribution services for the cosmetic, pharmaceutical, and retail industries. With over 15 years of experience and sustained 30% annual growth, KD Services has completed thousands of projects for loyal clients. The company utilizes state-of-the-art technology across its 70,000 square foot facility to efficiently handle projects of any size or complexity with a dedicated team of over 100 experts.
This document discusses distribution channels and channel management decisions. It explains that distribution, or 'place', is a key element of the marketing mix as it is how customers can be reached and served. Effective distribution requires successfully integrating distribution within the overall marketing mix. Distribution channels help organize the exchange process and communications between manufacturers, intermediaries, and customers. Selecting and managing distribution channels, intermediaries, and outlets is important for meeting customer needs and maximizing sales and profits. The document outlines different types of channels and strategies manufacturers can use including intensive, selective, and exclusive distribution. It also discusses vertical marketing systems and factors that influence distribution channel decisions.
International marketing Lecture 3 - The Marketing Mix CRM
2. Analytical Tools
3. Consumer Behaviour Models
4. Channels
5. Consumer, B2B, Direct, Retail Marketing, etc
A revisit to the basic tools of
marketing in the international context
This document discusses strategies for entering international markets. It outlines various entry strategies such as exporting, using distributors or agents, direct sales, licensing or franchising agreements, strategic alliances, and direct foreign investment. It also discusses generic global marketing strategies such as standardizing products and marketing practices globally versus adapting products or marketing to local markets. Additionally, it examines global product standardization approaches.
The document discusses marketing channels and supply chain management. It covers topics such as types of marketing channels, channel strategy decisions, vertical marketing systems, logistics and supply chain concepts, physical distribution components, transportation modes, and warehousing. The key aspects are selection and management of marketing channels, integration of the supply chain, and efficient physical movement of goods from producers to consumers.
Zara is able to achieve high customer loyalty through a logistics strategy focused on segmenting customers, prioritizing quality of service, and rapid replenishment. Zara segments customers into fashion-focused younger buyers and sets priorities around short 10-14 day lead times. This allows Zara to introduce 12,000 new designs annually and keep stock turning over 11 times per year through a supply chain focused on quality of service and responsiveness over lower costs.
An exclusive presentation by Mr. Mayank Sahai, AVP - Corporate Marketing - Tata Teleservices Ltd. on ‘Enhancing Marketing Performance to drive Business Objectives.’ The presentation was made at SAS Forum India 2013.
This document discusses competitive location models and consumer spatial behavior. It motivates the need to extend traditional optimization location models to account for uncertainty and complex consumer trends. An agent-based approach is proposed to model heterogeneous consumers in a dynamic environment. Several chapters are outlined that will use agent-based models and simulations to provide qualitative insights and evaluate solution quality compared to optimization models. A case study application to retail locations in Ghent is also discussed.
This document appears to be part 4 of a marketing course on global integrated marketing communications (IMC). It discusses some of the cultural challenges advertisers face in global marketing, including language and cultural barriers. It also covers topics like brand knowledge, media decisions in a global context, and different types of advertising regulations in different markets. The document is presented by Danny Abramovich and appears to be from a website on developing marketing plans.
The document discusses various types of distribution channels for consumer and business-to-business products. It outlines different channel structures including producer to consumer (Channel A), producer to retailer to consumer (Channel B), and producer to wholesaler to retailer to consumer (Channel C). It also discusses channels for business-to-business including producer to buyer (Channel E) and producer to agent to buyer (Channel F). Additionally, it mentions dual distribution channels, wholesale intermediaries, agents and brokers, and vertical marketing systems. Key factors for selecting distribution channels include organizational goals, market characteristics, product attributes, and environmental forces.
Distribution channels help companies reach more customers by providing time, place and possession utility. They include distributors, wholesalers and retailers who facilitate the flow of goods from producers to consumers. Companies must develop a distribution strategy that determines the appropriate channel structure and intensity based on their products and objectives. The strategy also defines performance indicators and critical success factors to ensure effective distribution management.
This document outlines the branding process for a wine company in 3 stages:
1. Analyze corporate objectives, opportunities, and the competitive environment to confirm the existing or proposed brand strategy.
2. Develop the brand proposition, name, and mission statement, and test consumer reactions to the brand and liquid.
3. Create the liquid proposition by sourcing ingredients, defining the quality, style and blending to build a profitable and sustainable wine brand.
1. The document discusses marketing channels and supply chain management, including why companies use distribution channels and how channel members interact.
2. It covers the major alternatives for channel design, such as the number of intermediaries and responsibilities of members.
3. The document also discusses channel management, including selecting, motivating, and evaluating channel members, as well as the goals of integrated logistics and supply chain management.
This document discusses loyalty marketing, including its objectives, scope, process, and case studies of successes and failures. Loyalty marketing focuses on growing and retaining existing customers through strategic relationship building. It aims to better understand high-value customers and provide them targeted benefits to increase their lifetime spending and profitability. Case studies show that successful loyalty programs like AirMiles clearly communicate benefits to attract and reward loyal customers, while failures occur when programs have no communication, low redemption rates, or unsustainable costs.
The document is a presentation on distribution channels that includes definitions, types, tiers, intermediaries, conflicts, intensity types and attributes, design decisions, evaluating alternatives, and management decisions. It defines a distribution channel as the path through which goods and services are delivered from the manufacturer to the consumer, with payments traveling from customers to the manufacturer. It also notes that distribution channels are a key element of the marketing mix and an external microenvironmental factor that can include intermediaries. Finally, it presents two main types of distribution channels: business-to-business (B2B) and business-to-consumer (B2C).
The Fools Guide To Scoping Comms Planning In Indiagirishahuja
The document discusses the landscape of the Indian marketplace and how it is evolving. It analyzes key factors like retail structure, industry structure, information structure, and consumer value structure. It states that currently the Indian market landscape exists in a disintegrated state with regards to some factors and an integrated state with regards to others. However, it notes that there is a swap taking place that will result in the market having multiple realities and a more diverse and complex future landscape with differentiated and evolved markets. It emphasizes that marketers will need superior strategies, planning, and measurement capabilities to succeed in this evolving environment.
The document provides an overview of mobile advertising, describing what it is, who the key players are, and how a mobile advertising solution works. It discusses how interact and Amobee provide a holistic, multi-channel mobile advertising platform that allows targeting of users based on profiles. The solution includes campaign management, reporting, and business intelligence tools to optimize advertising campaigns across various inventory types for mobile operators.
Distribution
Direct and Indirect Selling Channels
Types of Intermediaries: Direct Channel
Types of Intermediaries: Indirect Channel
Channel Development
Channel Adaptation
Channel Decisions
Marketing of Industrial Product also called:(B2B)
Definition
Differences Between B2B and B2C
• Products/Services being marketed
• Nature of demand
• How the customer buys
• Communication process
• Economic/Financial factors
• Relationship Marketing
Marketing of Services
What is a service?
Difference between goods and services
Intangibility Inseparability, Heterogeneity and Perishability
Services -
Business Services, Health Services, Professional Services and
Hospitality Services
• The role of marketing in a service firm
Sales and Field Force Management
• Sales Management defined
• Task and goals of the sales
• Sales Management Model
• Sales Management Trends
• Transaction Selling vs Relationship Selling
• Recruiting and Managing the field team
• Time and Territory Management
Personal Selling
The most important promotional tool in B2B marketing
Transaction/relationship is often too complex to consummate without personal interaction between marketer and buyer.
Boundary Spanner
Customers are sophisticated and you need a long-term relationship to be successful.
B2B sales cost more than B2C selling
This document discusses place strategies and distribution channels. It covers topics such as the functions of marketing channels, designing and managing channels, trends in channel dynamics, channel conflict, types of intermediaries like wholesalers, agents, retailers and the internet as distribution channels. It also discusses channel decisions around direct vs indirect channels, length and number of intermediaries. Channel management topics of selection, motivation, evaluation and managing conflict are also summarized. The document concludes with discussing logistics functions and goals.
2nd revised mark man v57 prof. de ungria chap15 designing and managing integr...Ralph Raymund Pinon
This document provides an outline and overview of key concepts related to marketing channels and integrated marketing. It defines marketing channels and discusses their importance. The functions of marketing channels and the flows within channels are described. The document also discusses designing marketing channels, managing channel members, and evaluating channels. Recent developments like vertical marketing systems and integrating multi-channel systems are also summarized.
2nd revised mark man v57 prof. de ungria chap15 designing and managing integr...Ralph Raymund Pinon
This document provides an outline and overview of key concepts related to marketing channels and integrated marketing. It defines marketing channels and discusses their importance. The functions of marketing channels and the flows within channels are described. The document also discusses designing marketing channels, managing channel members, and evaluating channels. Recent developments like vertical marketing systems and integrating multi-channel systems are also summarized.
This document provides an introduction to marketing channels and distribution. It defines what a marketing channel is and explains why manufacturers use intermediaries. The key members of marketing channels are producers, wholesalers, retailers, and end users. Channels add value through activities like sorting, accumulating, allocating, and assorting products. Channels also allow for the routinization of transactions and reduction in the number of customer contacts. The document outlines important channel concepts like physical possession, promotion, negotiation, financing, and risk taking that flow between members.
This document provides an overview of marketing channel structure and functions. It discusses how channel members add value through specialization and the division of labor principle. The document also examines different types of marketing channels for consumers and businesses. It explores considerations for selecting and managing multi-channel distribution systems, as well as carefully selecting and developing international channel members. Finally, it summarizes that future distribution channels will be more interactive and challenged by the internet, while international channels will remain important with an adaptive focus on customer preferences.
1) Marketing channels exist to perform needed functions like distribution at lower cost than if a customer or manufacturer acted alone.
2) When designing distribution channels, key objectives include increasing product availability, satisfying customer service needs, ensuring promotional support, obtaining market information, maintaining cost-effectiveness and flexibility.
3) Common institutions in marketing channels include merchant wholesalers, agents, retailers and non-store retailers. The best alternative depends on the priorities around these objectives and a company's competitive strategy.
http://trinityp3.com/
As marketing becomes more complex and diversified, driven by technology, marketers are finding themselves managing increasingly larger and more complex agency and supplier rosters. The traditional procurement approach of developing supplier panels based on capabilities and services no longer works in this complex environment. This presentation provides a strategic process for developing a roster of suppliers aligned to the marketing strategy which delivers alignment of the suppliers to that strategy.
1) Companies should segment markets to identify groups of customers with similar needs and buying behaviors. This allows companies to develop tailored products, pricing, and marketing strategies for each segment.
2) Key criteria for evaluating market segments include whether they are measurable, substantial, accessible, differentiable, and actionable. Effective segments respond differently to marketing strategies.
3) Companies can segment consumer and business markets based on geographic, demographic, psychographic, behavioral, situational, and personal characteristics. The goal is to identify segments that the company is well-suited to target.
4) Rather than targeting all segments, companies typically select a few target segments to focus their marketing efforts on through strategies like single segment concentration, selective special
The document discusses marketing channels and distribution, defining marketing channels as the network that creates time, place, and possession utilities for consumers. It examines the structure of marketing channels in terms of length, intensity at various levels, and types of intermediaries. The document also outlines how companies manage marketing channels by formulating channel strategies, designing channel structures, selecting and motivating channel members, and coordinating with other elements of the marketing mix.
This document discusses marketing channels and distribution strategies. It defines marketing channels and discusses their objectives, functions, types including intensive distribution, selective distribution and exclusive distribution. It also covers topics like consumer and business channels, marketing flows, importance of channels, channel design process and attributes of different channel strategies.
What do industrial markets need to know when it comes to branding? Shari Worthington of Telesian Technology presented this webinar on 2/22/11. Sponsored by MCAA (@MeasureControl)
This document provides information on an international marketing course, including the instructor's contact details and office hours, an overview of topics to be covered such as global marketing concepts and identifying international market opportunities, and details on assignments such as presentations, research papers, and case studies that will involve applying international marketing tools and strategies to enter new markets.
The document discusses marketing channels and distribution channels, defining them as the independent organizations and processes involved in making products available to consumers. It covers the functions of marketing channels in carrying inventory, generating demand, physical distribution, and providing after-sale service. Additionally, it examines channel management strategies around conflict resolution, power dynamics, and relationship building between members of the distribution system.
Marketing channels refer to the intermediaries used by companies to distribute products to consumers. Channels play an important role in delivering value by physically distributing products and providing supporting services. There are different types of marketing channels that vary based on their functions and characteristics. When designing a channel system, companies must consider objectives, customer and product characteristics, and available resources to determine the appropriate channel intensity and structure. Both choosing the wrong channel intensity and failing to properly manage selected channels can negatively impact sales and productivity.
Final Markma Group 4 Presentation Chapter 10 Crafting the Brand PositioningKristoffer Jongco
Brand positioning involves designing a company's offering and image to have a distinctive place in the target market's mind. Effective positioning chooses associations that are memorable, meaningful, likeable, transferable, and adaptable. Brands are differentiated through product, personnel, channels, and image. Marketing strategies must adapt to a product's life cycle stages of growth, maturity, and decline. These include improving quality, expanding distribution, advertising, sales promotion, and services.
This document contains slides from a marketing management class discussing marketing channels and value networks. It covers topics like the importance of channels, channel functions and flows, channel design decisions, and channel management. Specifically, it discusses how companies develop channel systems as they grow, the concept of hybrid channels, value networks, enterprise resource planning systems, analyzing customer service needs, identifying channel alternatives, and selecting, training and motivating channel members. The overall document provides an overview of key concepts regarding how companies design and manage their marketing channels.
The document provides a marketing plan for SMPS (switched-mode power supplies). It summarizes the past, present, and future market for SMPS, noting increased demand. It outlines the small number of current manufacturers and plans to launch new packaging and pricing strategies to target retail customers. The marketing plan details PR, distribution, and success measurement strategies over an 18-month period to expand market share for SMPS products.
Marketing involves creating value for customers and building strong customer relationships to obtain desired goods and services. The document outlines the key concepts and processes in marketing management including segmentation, targeting, and positioning to identify the most attractive customer groups. It also discusses the marketing mix of product, price, place, and promotion which are the tactical tools used to satisfy the targeted customer groups.
Customer value and supply chain managementLayman Gud
The document discusses key aspects of customer value and supply chain management. It defines customer value as how customers perceive a company's offerings and explains it can be measured based on factors like conformance to requirements, product selection, price, brand, value-added services, and relationships. The document also outlines how supply chain management aims to efficiently integrate suppliers, manufacturers, warehouses to minimize costs and satisfy customer needs. It emphasizes the importance of customer value in driving supply chain changes and determining the appropriate supply chain type for a company.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
The simplified electron and muon model, Oscillating Spacetime: The Foundation...RitikBhardwaj56
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
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ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
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Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
Lecture 3 Mmm 2010
1. Managing The Marketing Mix
Lecture 3:
Place and Channels to Market
Dr. Martin J. Liu
Lecturer in Marketing
2. Learning
Outcomes Important Announcement
Define the 1. Seminar presentation group allocations will be available on
Place the U drive on 9/3/10 before 5PM. Please contact your group
members and make necessary preparations.
Types of 2. Q and A
Channels
Advantage
Target Scope
Low Cost Product Uniqueness
The IDR Broad
Cycle (Industry Wide)
Cost Leadership Differentiation
Strategy Strategy
Narrow
Marketing (Market Segment) Focus Focus
Strategy Strategy
Channel (low cost) (differentiation)
Functions
Channel
Strategy
3. Learning
Outcomes Learning Outcomes
Define the • Understand the importance & nature of marketing channels and
Place intermediaries to marketers
• Explore channel strategies their selection and management
Types of
Channels
• Understand factors influencing channel strategies
The IDR • Explore the effect of technology on traditional notion of place in
Cycle marketing
• Understand the potential for co-operation & conflict within
Marketing channels, and the effects of both positive and negative uses of
Channel power
Functions
Channel
Strategy
4. Learning
Outcomes The Definition of Place
Define the
• The place element of the marketing mix involves
Place
decisions about the location in which goods &
services can be purchased
Types of
Channels • The distribution channels through which they pass
from producer to final user, and the physical
distribution methods used
The IDR
Cycle
Marketing
Channel
Functions
Channel
Strategy
5. Learning
Outcomes
Product Characteristics Influence
Channel Strategy
Define the • High value or technically complex products tend to be distributed
Place directly through a short channel (e.g. computers, cars, designer
jewellery)
Types of
Channels
• Perishable products need short, fast specialised distribution (e.g.
dairy products, fresh fruits, meat products, daily newspapers)
The IDR
Cycle
Marketing
• Well packaged, routinely purchased long shelf-life products tend
Channel to be intensively distributed through a variety of channels
Functions
Channel
Strategy
6. Learning
Outcomes
Channels for Consumer Products
Define the Direct Retailer Wholesaler Agent/Broker
Place Channel Channel Channel Channel
Producer Producer Producer Producer
Types of
Channels
Agents or
Brokers
The IDR
Cycle Wholesalers Wholesalers
Marketing Retailers Retailers Retailers
Channel
Functions
Consumers Consumers Consumers Consumers
Channel
Strategy
7. Learning
Outcomes Channels for Business-to-
Business Products
Define the
Direct Industrial Agent/Broker Agent Industrial Direct
Place
Channel Distributor Channel Channel Channel
Types of Producer Producer Producer Producer Producer
Channels
The IDR Agents or Agents or
Cycle Brokers Brokers
Industrial Industrial
Marketing Distributor Distributor
Channel
Functions Industrial Industrial Industrial Industrial Government
User User User User Buyer
Channel
Strategy
8. Learning
Outcomes
Distribution of Services
Define the
Place • Intangibility of services makes their distribution different from
the distribution of products
Types of • Intangibility also means that there are no titles or rights to
Channels services & inventory cannot exist
• Therefore, some of the primary functions of distributors
The IDR Inventorying, Securing & Taking title of goods - do not exist in
Cycle services
• Distribution that are appropriate for services
Marketing – Franchises
Channel – Agents
Functions – Brokers
– Electronic channels
Channel
Strategy
9. Learning
Outcomes
Marketing Channel Functions
Define the
Place
Specialization and
Division of Labor
Types of
Channels
Channels
The IDR Fulfill
Cycle Three Overcoming
Important Discrepancies
Functions
Marketing
Channel
Functions
Providing Contact
Efficiency
Channel
Strategy
10. Learning
Outcomes Specialization and
Division of Labor
Define the
Place • Provides economies of scale
• Aids producers who lack resources to market directly
Types of
Channels • Builds good relationships with customers
The IDR
Cycle
Marketing
Channel
Functions
Channel
Strategy
11. Learning
Outcomes
Overcoming Discrepancies
Define the
Place
Temporal A situation that occurs when a product is
Discrepancy produced but a
customer is not ready to buy it.
Types of
Channels
Spatial The difference between the
Discrepancy location of a producer and the location of
The IDR widely scattered markets.
Cycle
Discrepancy The difference between the amount of
of product produced and the
Marketing Quantity amount an end user wants to buy.
Channel
Functions Discrepancy The lack of all the items a
of customer needs to receive full satisfaction
Assortment from a product or products.
Channel
Strategy
12. Learning
Outcomes
Contact Efficiency
Define the
Place Philips Sony Samsung Toshiba
Types of
Channels
The IDR
Cycle
Philips Sony Samsung Toshiba
Marketing
Channel
Functions
PC World
Channel
Strategy
13. Learning
Outcomes Value Added Services
Provided by Intermediaries
Define the
Place • Facilitating value - financing, training, information & after
sales
Types of • Logistic value - assortment, storage, sorting, bulk breaking,
Channels transportation
The IDR • Transactional value - risk, marketing, administration
Cycle
Marketing
Channel
Functions
Channel
Strategy
14. Learning
Outcomes
Discussion
Define the
Place What should we do about the
middlemen (intermediaries)? Are they
Types of the necessary evil?
Channels
The IDR
Cycle
Marketing
Channel
Functions
Channel
Strategy
15. Learning
Outcomes
The IDR Cycle
Define the
Place Intermediation - Disintermediation – Reintermediation
(IDR) Cycle
Types of • (i) Pure-players enter the market with new offering
Channels
• (ii) They grab market share and push out traditional firms
The IDR • (iii) Traditional intermediaries fight back by making themselves
digital-capable
Cycle
Marketing
Channel
Functions
Channel
Strategy
16. Learning
Outcomes
The IDR Cycle
Define the
Place Customer Traditional Intermediary Supplier
Intermediation
Types of Customer Intermediary Supplier
Channels
EC-only Intermediary
Disintermediation
The IDR Customer Intermediary Supplier
Cycle
EC-only Intermediary
Reintermediation
Marketing
Channel Customer EC-able Intermediary Supplier
Functions EC-only Intermediary
Channel Weak Link Strong Link
Strategy
Source: Chircu and Kauffman (1999)
17. Learning
Outcomes
Channel Strategies
Define the
Place
Channel strategies cover the selection & management of
distribution systems.
Types of
Channels • Selection involves decision on the direction and intensity of
distribution
The IDR • Channel management decisions attempt to overcome conflict
Cycle and create efficiencies through:
– Vertical channel integration: the combination of two or more
Marketing stages in the channel under one management
Channel (e.g. supermarkets who own food processing plants)
Functions
– Horizontal channel integration: the combination of institutions at
the same level of operation under one management
Channel (e.g. DSG International, Owner of Dixons, Currys, PC World )
Strategy
18. Learning
Outcomes
Developing A Channel Strategy
Define the
Place
Types of
Channels
The IDR
Cycle
Marketing
Channel
Functions
“Channel strategy decisions involve the selection of the most effective distribution
Channel channel, the most appropriate level of distribution intensity and the degree of channel
integration”
Strategy (Jobber 2004: 641)
19. Learning
Outcomes Developing A Channel Strategy:
Channel Selection
Define the
Place
Market factors Product factors
- Buyer behaviour/expectations - Large/complex products: direct
- Geographical concentration & to consumers
Types of location of customers - Perishable products: short
Channels channels
Producer factors - Bulky/difficult products: direct
- Resources available distribution
The IDR - Desired degree of control - Digitized products: direct
Cycle - Decide on either push their distribution
product through the channel or
market to the end consumer Competitive factors
- Follow or differentiate from
Marketing what competitors are doing
Channel
Functions
Channel
Strategy
20. Learning
Outcomes
Push vs. Pull Strategy
Define the
Place
Types of
Channels
The IDR
Cycle
Marketing
Channel
Functions
Channel
Strategy
21. Learning
Outcomes
Push vs. Pull Strategy
Define the
Place
Push Strategy Pull Strategy
• Personal selling rather than • Mass media advertising to
mass media advertising – communicate the marketing
Types of relatively costly message to a large segment
Channels
• Product type = industrial • Product type = consumer
product or complex new goods
The IDR products – educate the
Cycle customer about features • Channel length = long, more
intermediaries need
• Channel length = short consumer to pull product
through channel
Marketing
Channel • Media =few print or
electronic media available • Sufficient print & electronic
Functions (or limited by law) media to carry the
marketing message
Channel
Strategy
22. Learning
Outcomes Developing A Channel Strategy:
Channel Intensity
Define the
Intensive
Place - aims to provide saturation coverage of the market
- mainly used for mass market products
- convenience aspect of purchase is of most importance
Types of Selective
Channels - enables market coverage
- the producer uses a limited number of outlets in a geographical area to sell
his/hers products
The IDR - main advantage to the producer:
Cycle opportunity to select only the best outlets & build close working relationships
- main disadvantage:
potential dissatisfaction of the distributor if refused the distribution rights of a
certain product
Marketing
Channel Exclusive
Functions - extreme form of selective distribution in which only one distributor is used in a
particular geographical area
- could restrict competition in a way that may be detrimental to consumer interests
Channel
Strategy
23. Learning
Outcomes Channel Integration:
Vertical Integration
Define the
Place Benefits
• A secure source of raw materials or distribution channels
Types of • Protection of and control over valuable assets
Channels • Access to new business opportunities
• Simplified procurement and administrative procedures
The IDR
Cycle Risks
• Costs and expenses associated with increased overhead and
capital expenditures
Marketing
Channel • Loss of flexibility resulting from large investments
Functions • Problems associated with unbalanced capacities along the value
chain
• Additional administrative costs associated with managing a more
Channel complex set of activities
Strategy
24. Learning
Outcomes Channel Integration:
Horizontal Integration
Define the
Place Benefits
• Economies of scale: achieved by selling more of the same product
Types of • Economies of scope: achieved by sharing common resource to
Channels different products
• Increase market power over suppliers and down stream channel
members
The IDR • Reduction in the cost of international trades by operating factories
Cycle in foreign markets
Marketing Risks
Channel
• Anti-trust issue may arise
Functions
• Whether the anticipated economic gains will materialized
• The synergies may not exist
Channel
Strategy
25. Learning
Outcomes
Channel Management
Define the
Place
Types of
Channels
The IDR
Cycle
Marketing
Channel
Functions
Channel
Strategy
26. Learning
Outcomes
Key Retail Marketing Decisions
Define the Retail positioning Product assortment
Place Involves the choice of target market Retailers have to decide on the
& differential advantage breadth & depth of their product
Innovation in retailing can come assortment
from novelty in the process offered Decide on providing or not own-label
Types of to the shopper, or from novelty in brands
the product or product assortment
Channels offered Price
Some retailers use price as their
Store location differential advantage, as price is a key
Critical to the success of retailer factor in store choice for some market
The IDR Retailers have to decide on regional segments
coverage, the towns & cities to
Cycle target within regions and the Store atmosphere
precise location to select within a Is created by a combination of the
given town or city design, colour and layout of a store
Rise of experiential marketing makes
Marketing retailers to want to create a shopping
experience for consumers
Channel
Functions
Channel
Strategy