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.

1. TOP 10 Learning Concepts Chapter 15: Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. 15 April 2011 http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.

3. Concept 1: Importance & Development of Channels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Role of Marketing Channels: potential buyers  profitable customers

6. Concept 2: Types of Customers http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.

7. Concept 3: Channel Functions http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Channel Member Functions Gather Info Persuasive Comm. Price & Terms Finance Inventories Assume Risks Provide Storage Buyers Payment Of bills Oversee Actual Transfer Of ownership

8. Concept 3: Channel Flows http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. 2 Types Forward Flow: Activity stems from the company  Consumer Backward Flow: Activity from the Consumer  Company

9. Concept 4: Channel Levels http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Zero level Channel One level Channel Three level Channel Manufacturer Final Customer e.g. Mail order, Telemarketing, Internet selling etc Retailer Customer e.g. Wholesaler & Retailer 3+ Intermediaries Customer e.g. Wholesalers  Jobbers  small retailers

10. Concept 5: Channel – Design Decision http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.

14. Concept 7: Channel Management Decisions http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Selecting Channel Members Training and Motivating Channel Members Evaluating Channel Members Modifying Channel Design And Arrangements

15. Concept 8: Channel Integration & Systems http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. WHAT IS WHAT IS

16. Concept 9: Channel Conflict http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.

17. Concept 10: E-Commerce Marketing Practices http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Pure – Click & Brick ClickCompanies Search Engines Internet Service Provider Commerce Sites Transaction Site Content Site Enabler Sites

18. Concept 10: E-Commerce Marketing Practices http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed. Brick and Click Companies Search Engines Internet Service Provider Commerce Sites Transaction Site Content Site Enabler Sites

20. TOP 10 Learning Concepts Chapter 15:Designing and Managing Integrated Marketing Channels Medina, Anna Liza O. 15 April 2011 http://annalimedina.blogspot.com Kotler, Keller, Marketing Management, 13th ed.