Marketing channel
•Download as PPTX, PDF•
0 likes•55 views
The document defines marketing channels as the set of activities needed to move goods from production to consumption. It discusses different channel levels including manufacturers, wholesalers, retailers and consumers. It also covers channel flow, designing channels based on customer needs like lot size and delivery time, establishing channel objectives, and identifying alternatives that consider intermediaries, numbers and responsibilities. The document notes channel conflicts can occur horizontally between firms or vertically between channel levels, and the importance of managing conflicts.
Report
Share
Report
Share
Recommended
Chapter 1
This document provides an overview of marketing channels, including definitions, roles, elements of successful channels, functions and flows, and channel levels. It defines a marketing channel as the set of intermediaries involved in the transfer of goods from producer to consumer. The roles of channels include optimizing exchange relationships and generating value through form, place, time and ownership. Elements of successful channels include pooled resources, collective goals, a connected system, and flexibility. Channels perform functions like information flow, promotion, negotiation, ordering, financing, risk taking, and physical distribution. Channels have levels ranging from zero to multiple intermediaries at each level.
Marketing Channels - Module 1: Where Mission Meets Market
Preparation for the Marketing Channels exam at Edinburgh Business School Content extracted from the text book by Lou E. Pelton, Dr. David Strutton, and Dr. James R. Lumpkin.
Marketing Channels
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.
Marketing channels.doc
Marketing channels, also known as distribution channels, are a set of interdependent organizations involved in making a product available to consumers. They include manufacturers, wholesalers, retailers, and other intermediaries. There are different types of intermediaries and levels within marketing channels, from direct channels with no intermediaries to channels with multiple levels of intermediaries. Properly designing marketing channels requires analyzing customer needs, setting objectives, identifying alternatives, and evaluating alternatives based on economic, control, and adaptive criteria. Managing channels also requires selecting, motivating, and evaluating channel members over time.
Channel design-advanced
This document discusses designing customer-oriented marketing channels. It explains that distribution channel management is important because channels are the interface with customers, difficult to change, and can bottleneck or differentiate a business. A well-defined channel strategy is needed to achieve segmentation objectives. The document then provides examples of channel structures and flows, as well as considerations for channel design such as product characteristics, customer service demands, requisite channel functions, and costs. The goal of channel configuration is to define the optimal channel flow and structure for each customer segment.
Marketing Channels
Marketing ChannelsWe Learn - A Continuous Learning Forum from Welingkar's Distance Learning Program.
In this presentation, we will discuss about various aspects of marketing channels, needs and importance, how physical distribution and channel decision are critical for marketing channels, how does marketing channel functions. We will also talk about the various distributions channel structures.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
Channel design decisions mba notes world
This document discusses key considerations for designing a marketing channel system:
1) Analyzing customer needs including desired service output levels in terms of factors like lot size, waiting time, convenience, product variety, and service backup.
2) Establishing channel objectives and identifying major channel alternatives to evaluate.
3) Evaluating alternatives involves assessing factors like service output levels, costs, and prices as increased service requires higher channel costs and product prices.
Distribution channels
Distribution channels involve a set of intermediaries that make products available for consumption. Channel decisions affect other marketing decisions and involve long-term commitments. Intermediaries provide efficiency, contacts, experience, specialization, and scale of operation to match supply and demand. Channels perform information, promotion, contact, negotiation, physical distribution, financing, and risk-taking functions. Effective channels cooperate to attain goals and satisfy customers, while conflict occurs from focus on individual goals. Logistics management involves the supply chain to provide targeted customer service levels at least cost through functions like order processing, warehousing, inventory, and transportation management.
Recommended
Chapter 1
This document provides an overview of marketing channels, including definitions, roles, elements of successful channels, functions and flows, and channel levels. It defines a marketing channel as the set of intermediaries involved in the transfer of goods from producer to consumer. The roles of channels include optimizing exchange relationships and generating value through form, place, time and ownership. Elements of successful channels include pooled resources, collective goals, a connected system, and flexibility. Channels perform functions like information flow, promotion, negotiation, ordering, financing, risk taking, and physical distribution. Channels have levels ranging from zero to multiple intermediaries at each level.
Marketing Channels - Module 1: Where Mission Meets Market
Preparation for the Marketing Channels exam at Edinburgh Business School Content extracted from the text book by Lou E. Pelton, Dr. David Strutton, and Dr. James R. Lumpkin.
Marketing Channels
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.
Marketing channels.doc
Marketing channels, also known as distribution channels, are a set of interdependent organizations involved in making a product available to consumers. They include manufacturers, wholesalers, retailers, and other intermediaries. There are different types of intermediaries and levels within marketing channels, from direct channels with no intermediaries to channels with multiple levels of intermediaries. Properly designing marketing channels requires analyzing customer needs, setting objectives, identifying alternatives, and evaluating alternatives based on economic, control, and adaptive criteria. Managing channels also requires selecting, motivating, and evaluating channel members over time.
Channel design-advanced
This document discusses designing customer-oriented marketing channels. It explains that distribution channel management is important because channels are the interface with customers, difficult to change, and can bottleneck or differentiate a business. A well-defined channel strategy is needed to achieve segmentation objectives. The document then provides examples of channel structures and flows, as well as considerations for channel design such as product characteristics, customer service demands, requisite channel functions, and costs. The goal of channel configuration is to define the optimal channel flow and structure for each customer segment.
Marketing Channels
Marketing ChannelsWe Learn - A Continuous Learning Forum from Welingkar's Distance Learning Program.
In this presentation, we will discuss about various aspects of marketing channels, needs and importance, how physical distribution and channel decision are critical for marketing channels, how does marketing channel functions. We will also talk about the various distributions channel structures.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
Channel design decisions mba notes world
This document discusses key considerations for designing a marketing channel system:
1) Analyzing customer needs including desired service output levels in terms of factors like lot size, waiting time, convenience, product variety, and service backup.
2) Establishing channel objectives and identifying major channel alternatives to evaluate.
3) Evaluating alternatives involves assessing factors like service output levels, costs, and prices as increased service requires higher channel costs and product prices.
Distribution channels
Distribution channels involve a set of intermediaries that make products available for consumption. Channel decisions affect other marketing decisions and involve long-term commitments. Intermediaries provide efficiency, contacts, experience, specialization, and scale of operation to match supply and demand. Channels perform information, promotion, contact, negotiation, physical distribution, financing, and risk-taking functions. Effective channels cooperate to attain goals and satisfy customers, while conflict occurs from focus on individual goals. Logistics management involves the supply chain to provide targeted customer service levels at least cost through functions like order processing, warehousing, inventory, and transportation management.
Distribution channels marketing management ppt
The document discusses key aspects of channels including their nature, design, management and conflicts. It describes how channels help distribute products efficiently by utilizing specialized intermediaries. The document outlines factors to consider in channel design like customer needs, objectives and alternative structures. It also discusses evaluating alternatives based on economic and control criteria. Finally, the summary highlights how channel members are selected, motivated and evaluated over time to ensure good performance.
Marketing Channel unit 2
The document discusses marketing channels and distribution management. It defines marketing channels as relationships between businesses involved in buying and selling products and services. It describes various channel functions like physical distribution, financing, and risk taking. The roles of channels include bridging producers and consumers and adding value. Factors influencing channel selection include product characteristics, competition, and desired control. Examples are given of Dabur's distribution channels and trends like multi-channel systems and reducing intermediaries.
11)Marketing Channels
Distribution channels involve intermediaries that make products available for consumption and involve long-term commitments. Intermediaries provide efficiency, contacts, experience, scale, and help match supply and demand. Channel functions include information gathering, promotion, contact, matching needs to offers, negotiation, physical distribution, financing, and risk taking. The basic channels are manufacturers, agents/brokers, wholesalers/distributors, retailers, and consumers. Channels have levels from manufacturer to wholesaler to retailer to consumer. Channels are most effective when members perform specialized tasks and cooperate to achieve goals and satisfy customers.
Marketing channel & supply chain management (principles of marketing)
1) A supply chain consists of upstream suppliers and downstream distribution channels that help produce and deliver products to customers. It is important for marketers to consider both the supply chain and demand chain in their planning.
2) Most producers use intermediaries like wholesalers and retailers to help distribute products through marketing channels to reach more customers. These intermediaries help bridge gaps in time, place, and ownership.
3) When designing marketing channels, companies must evaluate alternatives based on meeting customer needs while optimizing costs, control, and adaptability to changes in the environment. Managing relationships with strong channel partners is also important for success.
Channel level final
The document discusses different levels in marketing distribution channels. A channel level refers to a layer of marketing intermediaries that brings a product to the final buyer. Common channel levels include zero-level (direct from manufacturer to consumer), one-level (manufacturer to retailer to consumer), two-level (manufacturer to wholesaler to retailer to consumer), and three-level (manufacturer to wholesaler to jobber to retailer to consumer). Longer channels with more intermediaries are more common when retail markets are fragmented with many small retailers.
Introduction to Channels of Distribution
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.
Chapter 18 marketing channels and physical distribution marketing management
The document discusses marketing channels and physical distribution. It defines a marketing channel as a system of relationships between businesses involved in buying and selling products. It describes different types of channels for consumer and industrial products. It also discusses factors that affect channel selection, objectives, intensity of market coverage, terms and conditions, evaluation of alternatives, selection and training of intermediaries, performance evaluation, and modification of channels. Finally, it covers physical distribution functions like order processing, inventory management, warehousing, and transportation of goods.
channel marketing, selection, vertical marketing
This document discusses marketing channels and channel management. It begins by defining marketing channels as the set of interdependent organizations involved in making a product available for use or consumption. It then discusses the importance of channels in converting potential buyers to profitable consumers and creating markets. The document provides examples of pull and push strategies and hybrid/multichannel marketing. It also discusses value networks, benefits of demand chain planning, roles of marketing channels, channel functions and flows. The rest of the document focuses on channel design, evaluation, selection, training, motivation, and modification. It discusses vertical marketing systems, horizontal marketing systems, and multichannel marketing systems. It also addresses causes of channel conflict and the need for coordination.
Marketing channels
This document discusses marketing channels and their evolution. It describes how marketing channels link producers to buyers, influence pricing strategies, and customize services. It then outlines the historical development of marketing channels from agricultural to industrial systems and the rise of independent intermediaries. Finally, it categorizes possible channel formats that are product-driven, seller-driven, or service-driven and lists the functions performed by marketing channels.
Distribution Channel
A distribution channel is a chain of businesses or intermediaries through which a good or service passes until it reaches the end consumer. It can include wholesalers, retailers, distributors and even the internet itself.
Designing & managing integrated marketing channels-Kirit Kene
This document discusses marketing channels and channel design. It begins by defining marketing channels and their importance. It then covers topics such as designing channel objectives and alternatives, evaluating alternatives, selecting and training channel members, and integrating marketing channels. The key points are that designing marketing channels requires analyzing customer needs, establishing objectives, and evaluating alternatives to determine the optimal number and type of intermediaries. Companies must also select and motivate channel members and integrate their marketing strategies across channels.
Dlm Module 1 &2
The document discusses distribution channel management and marketing channels. It defines distribution channels as interdependent organizations that make products available for consumption. It describes various functions of channels, including sorting, accumulating, allocating, and assorting products. It also discusses intermediaries, discrepancies in exchange processes, direct vs indirect distribution, channel strategy, and designing customer-oriented marketing channels.
Channels of distribution
The document discusses channels of distribution, defining it as the pathway taken by goods and services as they flow from production to consumption. It notes the importance of channels of distribution in bridging producers and consumers and helping transfer goods. The types of channels are described, including direct and indirect selling. Middlemen are discussed as important connecting links between manufacturers and consumers. [END SUMMARY]
10 questions for designing and managing integated marketing channels arvin ma...
This document provides answers to 10 multiple choice questions about marketing channels and channel management. The questions cover topics such as levels of marketing channels, types of channel conflicts, functions of channel members, examples of channel systems, and factors that affect marketing choices. The document aims to help students fulfill requirements for a Marketing Management class by testing their understanding of key concepts related to designing and managing integrated marketing channels.
Channels of distribution
There are four main types of distribution channels:
1. Producer to Customer - the shortest channel without middlemen.
2. Producer to Retailer to Customer - involves one middleman, the retailer.
3. Producer to Wholesaler to Retailer to Customer - the most common channel with two middlemen.
4. Producer to Agent to Wholesaler to Retailer to Customer - the longest channel with three middlemen.
The appropriate channel depends on factors like the product, market size and geography, and distribution costs.
Channel managment
The document discusses channel management and conflict resolution. It defines channels and why they are used. It then covers the three phases of channel management: use of power bases, coordination, and identifying/resolving conflicts. The types and reasons for conflicts are explained. Finally, it discusses policies, services channels, and concludes that effective management uses power, resolves conflicts, and coordinates the channel.
Channels of distribution
This document discusses channels of distribution and types of distribution. There are two main types: direct distribution, where the producer sells directly to the consumer, and indirect distribution, which involves one or more intermediaries like wholesalers or retailers. Choosing which channels to use involves considering factors like the market size and type, product characteristics, services provided by middlemen, and the company's resources and desire for control. The document outlines different levels of channels from producer to consumer and potential conflicts that can arise both horizontally and vertically between participants in the channels.
Channel Distribution
The document discusses physical distribution and distribution channels. It describes distribution channels as a set of interdependent organizations that make products available for use. Channel decisions affect other marketing decisions and involve long-term commitments. Intermediaries provide efficiency, contacts, experience, specialization, and scale of operation to match supply and demand. Channel functions include information, promotion, contact, matching, negotiation, physical distribution, and financing. The document also discusses physical distribution management tasks like order processing, inventory control, inventory location and warehousing, materials handling, and transportation.
Distribution network management
This document discusses distribution channels and their types. It defines distribution channels as the route by which products flow from production to consumption. Distribution channels can be conventional or non-conventional. Conventional channels involve independent intermediaries while non-conventional channels involve vertically or horizontally integrated systems. Common conventional channels include direct channels from manufacturer to consumer, and indirect one-level, two-level, or multi-level channels involving intermediaries like wholesalers or retailers. Non-conventional channels include vertical systems where manufacturers own distributors, and horizontal systems with strategic partnerships. The document also discusses industrial distribution channels.
Group1 120923135422-phpapp02
The document discusses distribution channels and channel management. It defines distribution channels as the organizations through which a product must pass between production and consumption. Businesses use intermediaries like dealers and distributors for their distribution channels because it allows for greater efficiency and sales than going directly to consumers. The document outlines factors to consider for channel design like customer needs, objectives, and alternatives. It also discusses managing channel conflicts and evaluating performance to motivate channel members.
Distribution channel
Most businesses use intermediaries like distributors and dealers to sell their products through distribution channels. This allows businesses to achieve greater sales efficiency by leveraging the specialists, contacts, experience, and scale of intermediaries. Successful channels require all members, like Toyota and its dealers, to fulfill dependent roles and cooperate to compete against other manufacturers' channels. Channel conflicts can occur between firms within the same level (horizontal) or between levels of the same channel (vertical). Properly specifying each member's role and managing conflicts helps ensure good channel performance.
Distribution system 1
The document discusses distribution channels and channel management. It defines distribution channels as the organizations through which a product must pass between production and consumption. Businesses use intermediaries like dealers and distributors for their distribution channels because it increases efficiency over direct sales. The document outlines factors to consider for channel design like customer needs, objectives, and alternatives. It also discusses managing channel conflicts and evaluating members' performance.
More Related Content
What's hot
Distribution channels marketing management ppt
The document discusses key aspects of channels including their nature, design, management and conflicts. It describes how channels help distribute products efficiently by utilizing specialized intermediaries. The document outlines factors to consider in channel design like customer needs, objectives and alternative structures. It also discusses evaluating alternatives based on economic and control criteria. Finally, the summary highlights how channel members are selected, motivated and evaluated over time to ensure good performance.
Marketing Channel unit 2
The document discusses marketing channels and distribution management. It defines marketing channels as relationships between businesses involved in buying and selling products and services. It describes various channel functions like physical distribution, financing, and risk taking. The roles of channels include bridging producers and consumers and adding value. Factors influencing channel selection include product characteristics, competition, and desired control. Examples are given of Dabur's distribution channels and trends like multi-channel systems and reducing intermediaries.
11)Marketing Channels
Distribution channels involve intermediaries that make products available for consumption and involve long-term commitments. Intermediaries provide efficiency, contacts, experience, scale, and help match supply and demand. Channel functions include information gathering, promotion, contact, matching needs to offers, negotiation, physical distribution, financing, and risk taking. The basic channels are manufacturers, agents/brokers, wholesalers/distributors, retailers, and consumers. Channels have levels from manufacturer to wholesaler to retailer to consumer. Channels are most effective when members perform specialized tasks and cooperate to achieve goals and satisfy customers.
Marketing channel & supply chain management (principles of marketing)
1) A supply chain consists of upstream suppliers and downstream distribution channels that help produce and deliver products to customers. It is important for marketers to consider both the supply chain and demand chain in their planning.
2) Most producers use intermediaries like wholesalers and retailers to help distribute products through marketing channels to reach more customers. These intermediaries help bridge gaps in time, place, and ownership.
3) When designing marketing channels, companies must evaluate alternatives based on meeting customer needs while optimizing costs, control, and adaptability to changes in the environment. Managing relationships with strong channel partners is also important for success.
Channel level final
The document discusses different levels in marketing distribution channels. A channel level refers to a layer of marketing intermediaries that brings a product to the final buyer. Common channel levels include zero-level (direct from manufacturer to consumer), one-level (manufacturer to retailer to consumer), two-level (manufacturer to wholesaler to retailer to consumer), and three-level (manufacturer to wholesaler to jobber to retailer to consumer). Longer channels with more intermediaries are more common when retail markets are fragmented with many small retailers.
Introduction to Channels of Distribution
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.
Chapter 18 marketing channels and physical distribution marketing management
The document discusses marketing channels and physical distribution. It defines a marketing channel as a system of relationships between businesses involved in buying and selling products. It describes different types of channels for consumer and industrial products. It also discusses factors that affect channel selection, objectives, intensity of market coverage, terms and conditions, evaluation of alternatives, selection and training of intermediaries, performance evaluation, and modification of channels. Finally, it covers physical distribution functions like order processing, inventory management, warehousing, and transportation of goods.
channel marketing, selection, vertical marketing
This document discusses marketing channels and channel management. It begins by defining marketing channels as the set of interdependent organizations involved in making a product available for use or consumption. It then discusses the importance of channels in converting potential buyers to profitable consumers and creating markets. The document provides examples of pull and push strategies and hybrid/multichannel marketing. It also discusses value networks, benefits of demand chain planning, roles of marketing channels, channel functions and flows. The rest of the document focuses on channel design, evaluation, selection, training, motivation, and modification. It discusses vertical marketing systems, horizontal marketing systems, and multichannel marketing systems. It also addresses causes of channel conflict and the need for coordination.
Marketing channels
This document discusses marketing channels and their evolution. It describes how marketing channels link producers to buyers, influence pricing strategies, and customize services. It then outlines the historical development of marketing channels from agricultural to industrial systems and the rise of independent intermediaries. Finally, it categorizes possible channel formats that are product-driven, seller-driven, or service-driven and lists the functions performed by marketing channels.
Distribution Channel
A distribution channel is a chain of businesses or intermediaries through which a good or service passes until it reaches the end consumer. It can include wholesalers, retailers, distributors and even the internet itself.
Designing & managing integrated marketing channels-Kirit Kene
This document discusses marketing channels and channel design. It begins by defining marketing channels and their importance. It then covers topics such as designing channel objectives and alternatives, evaluating alternatives, selecting and training channel members, and integrating marketing channels. The key points are that designing marketing channels requires analyzing customer needs, establishing objectives, and evaluating alternatives to determine the optimal number and type of intermediaries. Companies must also select and motivate channel members and integrate their marketing strategies across channels.
Dlm Module 1 &2
The document discusses distribution channel management and marketing channels. It defines distribution channels as interdependent organizations that make products available for consumption. It describes various functions of channels, including sorting, accumulating, allocating, and assorting products. It also discusses intermediaries, discrepancies in exchange processes, direct vs indirect distribution, channel strategy, and designing customer-oriented marketing channels.
Channels of distribution
The document discusses channels of distribution, defining it as the pathway taken by goods and services as they flow from production to consumption. It notes the importance of channels of distribution in bridging producers and consumers and helping transfer goods. The types of channels are described, including direct and indirect selling. Middlemen are discussed as important connecting links between manufacturers and consumers. [END SUMMARY]
10 questions for designing and managing integated marketing channels arvin ma...
This document provides answers to 10 multiple choice questions about marketing channels and channel management. The questions cover topics such as levels of marketing channels, types of channel conflicts, functions of channel members, examples of channel systems, and factors that affect marketing choices. The document aims to help students fulfill requirements for a Marketing Management class by testing their understanding of key concepts related to designing and managing integrated marketing channels.
Channels of distribution
There are four main types of distribution channels:
1. Producer to Customer - the shortest channel without middlemen.
2. Producer to Retailer to Customer - involves one middleman, the retailer.
3. Producer to Wholesaler to Retailer to Customer - the most common channel with two middlemen.
4. Producer to Agent to Wholesaler to Retailer to Customer - the longest channel with three middlemen.
The appropriate channel depends on factors like the product, market size and geography, and distribution costs.
Channel managment
The document discusses channel management and conflict resolution. It defines channels and why they are used. It then covers the three phases of channel management: use of power bases, coordination, and identifying/resolving conflicts. The types and reasons for conflicts are explained. Finally, it discusses policies, services channels, and concludes that effective management uses power, resolves conflicts, and coordinates the channel.
Channels of distribution
This document discusses channels of distribution and types of distribution. There are two main types: direct distribution, where the producer sells directly to the consumer, and indirect distribution, which involves one or more intermediaries like wholesalers or retailers. Choosing which channels to use involves considering factors like the market size and type, product characteristics, services provided by middlemen, and the company's resources and desire for control. The document outlines different levels of channels from producer to consumer and potential conflicts that can arise both horizontally and vertically between participants in the channels.
Channel Distribution
The document discusses physical distribution and distribution channels. It describes distribution channels as a set of interdependent organizations that make products available for use. Channel decisions affect other marketing decisions and involve long-term commitments. Intermediaries provide efficiency, contacts, experience, specialization, and scale of operation to match supply and demand. Channel functions include information, promotion, contact, matching, negotiation, physical distribution, and financing. The document also discusses physical distribution management tasks like order processing, inventory control, inventory location and warehousing, materials handling, and transportation.
Distribution network management
This document discusses distribution channels and their types. It defines distribution channels as the route by which products flow from production to consumption. Distribution channels can be conventional or non-conventional. Conventional channels involve independent intermediaries while non-conventional channels involve vertically or horizontally integrated systems. Common conventional channels include direct channels from manufacturer to consumer, and indirect one-level, two-level, or multi-level channels involving intermediaries like wholesalers or retailers. Non-conventional channels include vertical systems where manufacturers own distributors, and horizontal systems with strategic partnerships. The document also discusses industrial distribution channels.
What's hot (19)
Marketing channel & supply chain management (principles of marketing)
Marketing channel & supply chain management (principles of marketing)
Chapter 18 marketing channels and physical distribution marketing management
Chapter 18 marketing channels and physical distribution marketing management
Designing & managing integrated marketing channels-Kirit Kene
Designing & managing integrated marketing channels-Kirit Kene
10 questions for designing and managing integated marketing channels arvin ma...
10 questions for designing and managing integated marketing channels arvin ma...
Similar to Marketing channel
Group1 120923135422-phpapp02
The document discusses distribution channels and channel management. It defines distribution channels as the organizations through which a product must pass between production and consumption. Businesses use intermediaries like dealers and distributors for their distribution channels because it allows for greater efficiency and sales than going directly to consumers. The document outlines factors to consider for channel design like customer needs, objectives, and alternatives. It also discusses managing channel conflicts and evaluating performance to motivate channel members.
Distribution channel
Most businesses use intermediaries like distributors and dealers to sell their products through distribution channels. This allows businesses to achieve greater sales efficiency by leveraging the specialists, contacts, experience, and scale of intermediaries. Successful channels require all members, like Toyota and its dealers, to fulfill dependent roles and cooperate to compete against other manufacturers' channels. Channel conflicts can occur between firms within the same level (horizontal) or between levels of the same channel (vertical). Properly specifying each member's role and managing conflicts helps ensure good channel performance.
Distribution system 1
The document discusses distribution channels and channel management. It defines distribution channels as the organizations through which a product must pass between production and consumption. Businesses use intermediaries like dealers and distributors for their distribution channels because it increases efficiency over direct sales. The document outlines factors to consider for channel design like customer needs, objectives, and alternatives. It also discusses managing channel conflicts and evaluating members' performance.
Distribution Channel
This document discusses distribution channels and intermediaries. It provides examples of how companies like Toyota and General Motors rely on intermediaries in their distribution channels. It discusses potential conflicts that can occur both horizontally among competitors and vertically between different levels of the same channel. It also outlines factors to consider when analyzing customer needs, establishing channel objectives, and identifying alternatives in channel design.
Channels and-distributio
This document discusses channels of distribution and marketing channels. It defines channels of distribution as the various paths through which products can be delivered from producers to consumers. Marketing channels help facilitate the flow of goods and services, reduce transaction costs, and bring products closer to consumers. The document outlines different types of consumer channels (A through D), business-to-business channels (E through G), and factors to consider when selecting distribution channels, such as organizational goals, market characteristics, and product attributes.
Delivering value
This document discusses marketing channels and channel management. It begins by defining key channel concepts like push and pull strategies, multichannel marketing, omnichannel marketing, and integrated marketing channels. It then covers channel functions, levels, and member functions. The rest of the document discusses channel design decisions, evaluating alternatives, managing channel members, and resolving conflicts.
Designing And Managing Integrated Marketing Channels
The document discusses marketing channels and channel management. It describes the functions and flows of marketing channels, including different types of channels for consumer and industrial products. It examines factors like channel length, width, and levels. It also explores concepts around channel behavior, including types of conflicts and ways channels can be organized, such as through vertical marketing systems.
Copy Of Channel Of Distribution
The document discusses marketing channels and distribution strategies. It defines distribution and marketing channels, and describes the roles of intermediaries like wholesalers and retailers. It also covers types of channels for different product categories and factors considered in channel selection, design, and management.
Marketing channel (final)
This document defines marketing channels and describes their key functions and types. A marketing channel is a set of organizations that help make a product available to consumers. Producers use intermediaries for greater efficiency. Intermediaries' functions include information gathering, promotion, contact, matching products to needs, negotiation, physical distribution, financing, and risk taking. Channels can be direct from producer to consumer or indirect using one or more intermediaries like wholesalers or retailers. Factors that affect channel choice include customer and product considerations, availability of intermediaries, and company resources. Choosing a channel requires analyzing customer needs, setting objectives, identifying alternatives, and evaluating alternatives.
D S
This document provides an overview of distribution strategies. It discusses key concepts like marketing channels, direct and indirect channels, and channel design decisions. The main points are:
- Distribution strategies involve plans for transferring products from manufacturers to customers through intermediaries and retailers. They guide market entry.
- Marketing channels are the interconnected organizations that make a product available, and can have different levels of intermediaries.
- Channel design decisions include analyzing customer needs, setting objectives, identifying alternatives like types/numbers of intermediaries, and evaluating alternatives based on economic, control, and adaptive criteria.
- Common channel alternatives discussed are intensive, exclusive, and selective distribution based on coverage, control, and customer preferences respectively.
Distribution channels all.ppt
This document defines marketing channels and discusses their needs, functions, levels and factors affecting selection. It describes types of middlemen like merchant, agents and facilitators. It discusses evaluating channel alternatives based on economic, control and adaptive criteria. It also covers logistics and supply chain management concepts like transportation decisions, warehousing, inventory management and order processing.
Service Partner Channel Opportunities
This document provides an overview of industrial product and service distribution channels. It discusses key concepts like channel functions, objectives, alternatives, and systems. The major question for manufacturers is who will perform various channel functions to balance efficiency, effectiveness, and the potential for functions to shift among members. Distribution strategies like exclusive, selective, and intensive distribution are outlined. Developing cooperative relationships and managing conflict between manufacturers and distributors is also addressed to motivate channel members and improve system performance. The document provides a framework to analyze, implement, and modify distribution channels based on product/market factors and member responsibilities.
Role of Distribution Channel in Marketing of Food
For manufacturers, it is very important to create a mix of distribution channels that allow for ease of availability for the consumer, i.e., a good marketing mix. Based on the diversity and scope of a manufacturing business or any other business that can be found in the distribution process, the respective business needs to settle on a channel or channels that allow for good sales generation and ease of access for consumers.
Channel design
This document discusses channel design and the process of developing an effective channel structure. It outlines five key dimensions to consider: market, product, company, intermediary, and environmental. When designing channels, companies should define customer needs, channel objectives, evaluate alternatives based on economic, control and adaptive criteria, and select an ideal structure. An effective channel design meets criteria of effectiveness, efficiency, equity, scalability and flexibility, and involves decisions around channel members and partners.
CCE 3 presentation.pptx
(1) Selection of an appropriate distribution channel is important for effectively distributing goods from manufacturers to consumers. Many factors must be considered in deciding the best channel.
(2) Key factors include the nature of the product, market, middlemen involved, size of the manufacturing unit, and government regulations. Product characteristics like perishability, size, value, and standardization impact the suitable channel length. Market attributes like customer type, order size, and geographic dispersion are also important.
(3) Additional determinants are the availability and costs of using middlemen, their marketing policies, reputation, and services offered. The manufacturer's reputation, financial strength, marketing abilities, and desire for control also guide the channel decision.
Channels And Distribution 2003
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.
Channeldecisionandalternatives 130419093545-phpapp02
This document discusses channel decision and alternatives. It begins by defining marketing channels and why they exist. The key objectives for designing distribution channels are increasing availability, satisfying customer requirements, ensuring promotion, obtaining market information, increasing cost-effectiveness, and maintaining flexibility. It then discusses the types of institutions that may be included like merchants, agents, retailers, and non-store retailers. When deciding on the best alternative, objectives, strategy, and costs must be considered. Transaction cost analysis and hybrid systems are also discussed. Finally, it covers channel design considerations for global markets.
Marketing Channels
The document discusses business marketing channels. It covers the critical role of industrial distributors and manufacturers' representatives in business channels. It also discusses requirements for successful channel strategy, including designing the channel structure to meet marketing objectives and managing the channel to achieve goals. The document outlines different channel alternatives for business markets and considerations for channel design, administration, and motivating channel members.
Distribution strategy
This document discusses distribution strategies and channels. It defines distribution as making products available for consumption and explains key concepts like push and pull strategies. The document outlines different types of marketing channels from direct to multichannel. It also discusses managing conflicts between channels and selecting strategies based on desired control, coverage and costs. Physical distribution tasks like order processing, inventory control and transportation are also summarized.
Marketing powerpoint
The document discusses marketing channels and their functions. It defines marketing channels as the interconnected organizations and individuals that facilitate the movement of goods from producers to consumers. The key functions of marketing channels include circulating decisions, financing the distribution process, communicating between producers and consumers, assisting with promotions, and minimizing transactions. The document also examines types of marketing channels, factors that influence channel selection, and distribution strategies.
Similar to Marketing channel (20)
Designing And Managing Integrated Marketing Channels
Designing And Managing Integrated Marketing Channels
Channeldecisionandalternatives 130419093545-phpapp02
Channeldecisionandalternatives 130419093545-phpapp02
Recently uploaded
Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Boost Your Instagram Views Instantly Proven Free Strategies.
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Get admission in various courses and boost your employment opportunities.
Learn various courses and get employment opportunities.
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
A guide for making the Best Restaurant Advertising Campaigns with demographics, data analytics, and digital advertising for measurable results.
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
学校原件一模一样【微信：741003700 】《(英国UWS毕业证书)西苏格兰大学毕业证学位证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
【主营项目】
一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！
二.真实使馆公证(即留学回国人员证明,不成功不收费)
三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
How to Maximize Sales Using Social Commerce
Discover the best practices and strategies on using social commerce to grow your business and drive sales.
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Embark on style journeys Indian clothing store denver guide.pptx
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationEfficient Website Management for Digital Marketing Pros
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Assignment 2 Task 1: Digital Marketing Course
How Consumers Use Technology And Its Impact On Their Lives
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing gameHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assetsPickUp_conversational AI_Capex, Inc._20240611
PickUp, Improve conversions with scenario-based conversational AI.
Recently uploaded (20)
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
Marketing channel
- 2. DEFINITION: A set of practices or activities necessary to transfer the goods from the point of production to the point of consumption MARKETING CHANNEL
- 3. Channel level Channel flow Channel design Channel conflict
- 4. Channel level Intermediary in marketing distribution channel between the producer/manufacturer and the end consumer We have various level in channel Each channel level place an important level in making the good available to the end consumer Channel level
- 5. Consumer marketing channels manufacturer consumer manufacturer consumer manufacturer consumer wholesaler retailerretailer retailer wholesaler manufacturer consumer jobber Channel 0 Channel 1 Channel 2 Channel 3
- 6. Industrial marketing channels manufacturer Industrial consumer manufacturer manufacturer manufacturer Industrial consumer Industrial consumer Industrial consumer Industrial distributors Manufacturer’s representative Manufacturer’s sales branch Level 0 Level 1 Level 2 Level 3
- 7. Forward flow – Company to its customers – goods and services Backward flow – Customers to the company – payment for the goods. Returned goods. Flows both ways - Information Channel flow
- 9. Analyzing customer needs (a) Lot size (b) Waiting and delivery time (c) Spatial convenience (d) Product variety (e) Service backup Establishing channel objectives Channel objectives should be stated in terms of targeted service output levels. Channel design must take into account the strengths and weaknesses of different types of intermediaries. Channel design
- 10. Identifying major channel alternatives A channel alternative is described by three elements : (a)the types of available business intermediaries, (b) the number of intermediaries needed, (c) and the terms and responsibilities of each channel member.
- 11. a) Lot size In buying cars for its fleet, Hertz prefers a channel from which it can buy a large lot size. A Household wants a channel that permits buying a lot size of one. Analyzing customer needs
- 12. b) Waiting and delivery time : The average time customers of that channel wait for receipt of the goods. Customers increasingly prefer faster and faster delivery channels.
- 13. (c) Spatial convenience : The degree to which the marketing channel makes it easy for customers to purchase the product. Example : Chevrolet offers greater spatial convenience than Cadillac, because there are more Chevrolet dealers. Chevrolet’s greater market decentralization helps customers save on transportation and search costs in buying and repairing an automobile.
- 14. (d) Product variety : The assortment breadth provided by the marketing channel. Normally, customers prefer a greater assortment because more choices increase the chance of finding what they need. United Spirits Limited (USL) is the largest spirits company in the world by volume, selling 114 million cases for the fiscal ending March 21, 2011.
- 15. (e) Service backup : • The add-on services are the credit, delivery, installation, repairs and others provided by the channel. The greater the service backup, the greater the work provided by the channel.
- 16. Channel objectives are a part of and result from the company‘s marketing objectives that need to be stated in terms of targeted service output levels. Profit considerations and asset utilization must be reflected in channel objectives and the resultant design. It should be the Endeavour of the channel members to minimize the total channel costs and still provide with the desired level of service outputs. Establishing channel objectives
- 17. Companies can choose from a wide variety of channels for reaching customers from sales forces to agents, distributors, dealers, direct mail, telemarketing, and the internet. Three Elements of Channel Alternatives : 1. The type of business intermediaries Company Sales force, prospects in the area, Manufacture’s Agency, Industrial Distributors.. 2. The number of intermediaries Intensive Distribution & Exclusive Distribution. 3. Terms and responsibilities of each channel participants price policies, conditions of sale, territorial rights and specific service to be performed by each party. Identifying major channel alternatives
- 18. Horizontal conflicts occurs among firms at the same level of the channel. For example, some Ford dealers in Chicago complained about other dealers in the city who stole sales from them by being too aggressive in their pricing and advertising or by selling outside their assigned territories. Channel Conflicts
- 19. Vertical conflicts refers to conflicts between different levels of the same channel. For example, General Motors came into conflict with its dealer some years ago by trying to enforce service, pricing, and advertising policies. Solution : “For ensuring good performance of the channel, each channel member’s role must be specified and channel conflict must be managed.”
- 20. THANK YOU