SlideShare a Scribd company logo
Pam Grey
October 21, 2010
Marketing Channels
“Companies are looking for different ways to
sell, distribute and service their products or
services”
Understanding Customer Needs
Buyer categories
• Habitual shopper
• High value deal seeker
• Variety loving shopper
• High involvement shopper
Why Use Marketing Channels
• Products more available
• Financial need
• Experience
Consumer Channel Levels
A B C D E
Intermediary Distribution Strategies
Selective
Exclusive
Intensive
Identifying Major Channel Alternatives
Direct
Marketing
Internet
Telemarketing
Retail stores
Indirect
Retail stores
Distributors
Value added
partners
Direct sales
Value added
partners
Sales force
Quantitative
Telemarketing
Retail stores
Distributers
Value added
partners
Sales Force
Cost per Transactionlow hig
h
Value-addofSalehig
h
Internet
Selecting Channel Members
• One that promotes the image of the company
• Location
• Stability and financially sound
• Growth potential
Conflicts
Ecommerce Marketing Practices
Pureclick
Brick and Click
Mobile Commerce (m-commerce)
$1.2 billion in 2009
$2.42 billion in 2010
We Made it!

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P grey kotlerdeliveringvalue

Editor's Notes

  1. Push where you are pushing your product to the customer using a sales people (toilet paper) Low brand loyalty typically Impulse product Product benefits are understood Customer typically choose brand at the store The pull strategy