Markma Chapter 15 Newest

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This document discusses designing and managing integrated marketing channels. It outlines 10 key points including defining marketing channels, understanding customer needs, evaluating channel alternatives, and managing channel integration, conflict and cooperation to maximize profits while meeting customer needs through strategic channel decisions.

Designing & Managing
Integrated Marketing Channels

Kristoffer Z. Jongco
Marketing Management

www.kristofjongco.blogspot.com

Outline:

n Defining Marketing Channels
n Importance of Marketing Channels
n Understand Customer Needs
n Role of Marketing Channels
n Channel Design Decisions
n Establish Objectives & Constraints

www.kristofjongco.blogspot.com

Outline:

7. Identify & Evaluate Major Channel
Alternatives
8. Channel Management Decisions
9. Channel Integration & Systems
10. Channel Conflict, Cooperation & Competition

www.kristofjongco.blogspot.com

Designing and Managing
Integrated Marketing
Channels
(10 Things to Remember)

www.kristofjongco.blogspot.com

1. Marketing Channels

Means by which firms attempt to inform, persuade,
and remind consumers, directly or indirectly, about
the products and brands they sell

2. Importance of Marketing
Channels

New Ideas Increase Profits

www.kristofjongco.blogspot.com

3. Understand Customer Needs

Customers Product/Services

www.kristofjongco.blogspot.com

4.Role of Marketing
Channels

0 Level
1 Level
2 Level

Manufacturer 3 Level
Manufacturer’s Industrial Industrial
Sales Branch Distributor Customer

www.kristofjongco.blogspot.com

5.Channel Design Decisions

Analyze Customer Needs Decisions

www.kristofjongco.blogspot.com

6.Establish Objectives &
Constraints
Channel

Objective

Product

Prepare for larger environment

www.kristofjongco.blogspot.com

7.Identify & Evaluate Major
Channel Alternatives

Selective Distribution Exclusive Distribution Intensive Distribution

www.kristofjongco.blogspot.com

8.Channel Management
Decisions

Select
Train
Motivate CHANNEL
Evaluate MEMBERS
Modify www.kristofjongco.blogspot.com

9.Channel Integration &
Systems

Vertical System Horizontal System Multi Channel System

www.kristofjongco.blogspot.com

10. Channel Conflict,
Cooperation & Competition
Conflict

Cooperate

Competition

www.kristofjongco.blogspot.com

Summary:
Designing and Marketing
Integration Marketing Channels

Think
Profit

Cooperate
Channels Decision
Customer Needs

www.kristofjongco.blogspot.com

The document discusses designing and managing integrated marketing channels. It outlines 10 key points including defining marketing channels, understanding customer needs, establishing objectives and constraints, identifying channel alternatives, and managing channel integration, conflict and cooperation to maximize profits while meeting customer needs through strategic channel design, evaluation and management decisions.

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This document contains review questions for midterm exams covering chapters 5, 10, and 15. It includes 5 multiple choice questions testing understanding of key concepts from those chapters, such as the steps in customer value analysis, points of parity and difference, stages of market evolution, and causes of channel conflict. It also includes matching exercises associating sample marketing applications and positioning statement elements with correct customer relationship management imperatives and positioning statement frameworks.

77 43515 ea316_2013_1_3_2_1_kotler_mm_13e_basic_15

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This document discusses marketing channels and channel management. It defines a marketing channel as the set of organizations involved in making a product available to consumers. It describes channel functions like information gathering and risk assumption. It also discusses designing channel systems, identifying alternatives, and managing channel conflict. The key aspects covered are channel structure and design, member selection and evaluation, and integrating channels.

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This document discusses designing and managing integrated marketing channels. It covers topics such as push and pull strategies, developing hybrid channel systems, understanding customer needs, managing value networks, and resolving conflicts within marketing channels. The key points are: 1. Firms must choose appropriate marketing channels based on their segmentation, targeting, and positioning strategy. This involves balancing push and pull approaches. 2. Developing hybrid channel systems allows reaching different customer segments through various touchpoints like sales teams, retailers, direct mail, and the internet. 3. Understanding customer preferences for channels is important, as customers have different shopping goals and preferences for price, product selection, convenience and more. 4. Managing conflicts within channels requires mechanisms

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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.

This document discusses marketing channels and channel management. It defines a marketing channel as the set of organizations involved in making a product available to consumers. It describes the functions performed by channels, including information gathering, promotion, financing inventory, and facilitating transactions. The document also covers designing channel systems, managing channel members, integrating channels, dealing with channel conflict, and issues around e-commerce and m-commerce.

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This document outlines a presentation on designing and managing integrated marketing channels. It discusses understanding customer needs, identifying channel alternatives, making channel design decisions, managing channel integration and cooperation between partners. The goal is to select channels that consider customer needs and allow companies to work with good channel partners to maximize revenue.

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There are several reasons why market segmentation needs to be done carefully. Keeping this in mind, we have created market segmentation process steps PowerPoint presentation slides. So that you can divide your business market consisting of existing and potential customers. This well-designed STP presentation PPT template covers division evaluation, customer needs, customer segmentation, retail targeting, product placing, location strategies, product arranging, competitors arranging, competitive landscape, strategic positioning, product positioning etc. Going further, our content ready pre-designed marketing management PPT templates for each segment makes sensibility and provides consumers with a better result. With the help of our professionally created product separation graphics, you can easily relate other topics like division evaluation, customer needs, customer segmentation, retail targeting, product placing, location strategies, product arranging, competitors arranging, competitive landscape, strategic positioning, product positioning. So don’t wait for it! Download our market segmentation process steps PowerPoint templates and Segment your customers based on some type of their shared characteristics or features. Our Market Segmentation Process Steps PowerPoint Presentation Slides may have a casual look. But they are dead serious about projecting your views.

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This document outlines 10 key concepts from a chapter on designing and managing integrated marketing channels: 1) The importance and development of channels, including push and pull strategies. 2) Types of customers. 3) Channel functions and flows. 4) Channel levels. 5) Channel design decisions. 6) Identifying and evaluating major channel alternatives such as exclusive, selective, and intensive distribution. 7) Channel management decisions. 8) Channel integration and systems. 9) Channel conflict. 10) E-commerce marketing practices including pure click, brick and click models. Marketing channel decisions are critical and channels are characterized by continuous change and new trends like vertical marketing systems and multichannel approaches. Both online and offline selling must be recognized.

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Skyworth enters the Philippines market and evaluates major channel alternatives like SM, Abenson, and Imperials. They consider customer needs and constraints on fast growth and costs. Skyworth selects strategic dealers like SM for exclusive models and volume. They manage channels through pricing, product assortments, and payment terms. Skyworth also uses an online sister brand for e-commerce through Lazada and Cash Cash Pinoy.

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1. Designing & Managing Integrated Marketing Channels Kristoffer Z. Jongco Marketing Management www.kristofjongco.blogspot.com

2. Outline: n Defining Marketing Channels n Importance of Marketing Channels n Understand Customer Needs n Role of Marketing Channels n Channel Design Decisions n Establish Objectives & Constraints www.kristofjongco.blogspot.com

3. Outline: 7. Identify & Evaluate Major Channel Alternatives 8. Channel Management Decisions 9. Channel Integration & Systems 10. Channel Conflict, Cooperation & Competition www.kristofjongco.blogspot.com

4. Designing and Managing Integrated Marketing Channels (10 Things to Remember) www.kristofjongco.blogspot.com

5. Outline: n Defining Marketing Channels n Importance of Marketing Channels n Understand Customer Needs n Role of Marketing Channels n Channel Design Decisions n Establish Objectives & Constraints www.kristofjongco.blogspot.com

6. 1. Marketing Channels Means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell

7. Outline: n Defining Marketing Channels n Importance of Marketing Channels n Understand Customer Needs n Role of Marketing Channels n Channel Design Decisions n Establish Objectives & Constraints www.kristofjongco.blogspot.com

8. 2. Importance of Marketing Channels New Ideas Increase Profits www.kristofjongco.blogspot.com

9. Outline: n Defining Marketing Channels n Importance of Marketing Channels n Understand Customer Needs n Role of Marketing Channels n Channel Design Decisions n Establish Objectives & Constraints www.kristofjongco.blogspot.com

10. 3. Understand Customer Needs Customers Product/Services www.kristofjongco.blogspot.com

11. Outline: n Defining Marketing Channels n Importance of Marketing Channels n Understand Customer Needs n Role of Marketing Channels n Channel Design Decisions n Establish Objectives & Constraints www.kristofjongco.blogspot.com

12. 4.Role of Marketing Channels 0 Level 1 Level 2 Level Manufacturer 3 Level Manufacturer’s Industrial Industrial Sales Branch Distributor Customer www.kristofjongco.blogspot.com

13. Outline: n Defining Marketing Channels n Importance of Marketing Channels n Understand Customer Needs n Role of Marketing Channels n Channel Design Decisions n Establish Objectives & Constraints www.kristofjongco.blogspot.com

14. 5.Channel Design Decisions Analyze Customer Needs Decisions www.kristofjongco.blogspot.com

15. Outline: n Defining Marketing Channels n Importance of Marketing Channels n Understand Customer Needs n Role of Marketing Channels n Channel Design Decisions n Establish Objectives & Constraints www.kristofjongco.blogspot.com

16. 6.Establish Objectives & Constraints Channel Objective Product Prepare for larger environment www.kristofjongco.blogspot.com

17. Outline: 7. Identify & Evaluate Major Channel Alternatives 8. Channel Management Decisions 9. Channel Integration & Systems 10. Channel Conflict, Cooperation & Competition www.kristofjongco.blogspot.com

18. 7.Identify & Evaluate Major Channel Alternatives Selective Distribution Exclusive Distribution Intensive Distribution www.kristofjongco.blogspot.com

19. Outline: 7. Identify & Evaluate Major Channel Alternatives 8. Channel Management Decisions 9. Channel Integration & Systems 10. Channel Conflict, Cooperation & Competition www.kristofjongco.blogspot.com

20. 8.Channel Management Decisions Select Train Motivate CHANNEL Evaluate MEMBERS Modify www.kristofjongco.blogspot.com

21. Outline: 7. Identify & Evaluate Major Channel Alternatives 8. Channel Management Decisions 9. Channel Integration & Systems 10. Channel Conflict, Cooperation & Competition www.kristofjongco.blogspot.com

22. 9.Channel Integration & Systems Vertical System Horizontal System Multi Channel System www.kristofjongco.blogspot.com

23. Outline: 7. Identify & Evaluate Major Channel Alternatives 8. Channel Management Decisions 9. Channel Integration & Systems 10. Channel Conflict, Cooperation & Competition www.kristofjongco.blogspot.com

24. 10. Channel Conflict, Cooperation & Competition Conflict Cooperate Competition www.kristofjongco.blogspot.com

25. Summary: Designing and Marketing Integration Marketing Channels Think Profit Cooperate Channels Decision Customer Needs www.kristofjongco.blogspot.com

26. Designing & Managing Integrated Marketing Channels Kristoffer Z. Jongco Marketing Management www.kristofjongco.blogspot.com

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