This document discusses vertical and horizontal marketing systems. It defines vertical marketing systems as consisting of producers, wholesalers, and retailers acting as a unified system to maximize profits for the entire channel. There are several types of vertical marketing systems, including corporate VMS, contractual VMS, and administered VMS. Horizontal marketing systems involve companies at the same level joining together to pursue new opportunities, combining their resources. Both vertical and horizontal systems provide advantages like increased efficiency and satisfaction, but vertical systems also allow for close monitoring and control across levels.
A vertical marketing system (VMS) is one in which the main members of a distribution channel - producer, wholesaler, and retailer work together as a unified group in order to meet consumer needs.
Horizontal Marketing System is a merger of firms on the same level in order to pursue marketing opportunities.
By working together, companies can combine their capital, production capabilities, or marketing resources to accomplish more than any one company could alone.
A vertical marketing system (VMS) is one in which the main members of a distribution channel - producer, wholesaler, and retailer work together as a unified group in order to meet consumer needs.
Horizontal Marketing System is a merger of firms on the same level in order to pursue marketing opportunities.
By working together, companies can combine their capital, production capabilities, or marketing resources to accomplish more than any one company could alone.
Unit 1 Chp 2 Motivation and prescribing habites.pptxRoshanKumarDubey2
Pharmaceutical market:
Quantitative and qualitative aspects; size and composition of the market; demographic
descriptions and socio-psychological characteristics of the consumer; market segmentation &
targeting. Consumer profile; Motivation and prescribing habits of the physician; patient's choice
of physician and retail pharmacist. Analysing the Market; Role of market research.
Wholesaling and its importance, Types of Wholesalers - Merchant Wholesalers, Agents and Brokers, Manufacturer’s Wholesalers, Strategic Issues in Wholesaling - Target Market Decisions, Marketing Mix Decisions Trends Shaping Wholesale Distribution - Functional Overlap, Increased Services, Pricing and Credit,, Regional Coverage Organizational Form and Size, Impact of Information Technology on Wholesaling - Challenges in Wholesaling -Inventory Management, Sales Management, Promotion Management, Financial Planning and Management - Retailing and its Importance - Importance to Consumers, Source of Employment - Evolution of Retailing and types of retailing
These slides make an argument that marketing channels in pharmacy are not limited to distribution channels. They include information, financing, and more.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
A vertical marketing system is one in which the main members of a distribution channel—producer, wholesaler, and retailer—work together as a unified group to meet consumer needs.
Unit 1 Chp 2 Motivation and prescribing habites.pptxRoshanKumarDubey2
Pharmaceutical market:
Quantitative and qualitative aspects; size and composition of the market; demographic
descriptions and socio-psychological characteristics of the consumer; market segmentation &
targeting. Consumer profile; Motivation and prescribing habits of the physician; patient's choice
of physician and retail pharmacist. Analysing the Market; Role of market research.
Wholesaling and its importance, Types of Wholesalers - Merchant Wholesalers, Agents and Brokers, Manufacturer’s Wholesalers, Strategic Issues in Wholesaling - Target Market Decisions, Marketing Mix Decisions Trends Shaping Wholesale Distribution - Functional Overlap, Increased Services, Pricing and Credit,, Regional Coverage Organizational Form and Size, Impact of Information Technology on Wholesaling - Challenges in Wholesaling -Inventory Management, Sales Management, Promotion Management, Financial Planning and Management - Retailing and its Importance - Importance to Consumers, Source of Employment - Evolution of Retailing and types of retailing
These slides make an argument that marketing channels in pharmacy are not limited to distribution channels. They include information, financing, and more.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
A vertical marketing system is one in which the main members of a distribution channel—producer, wholesaler, and retailer—work together as a unified group to meet consumer needs.
concept of marketing channel refers to concept, roles, functions and flows of marketing channel. also explains the channel levels and the number of intermediaries used in the channel.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
2. Distribution channels
• Distribution channels are intermediaries
used by the producers to bring their
products to the market.
• For example :- sells its car to
customer through dealer .
• So , Here dealer act as intermediate
between producer and customer .
3. WHY ??
• Intermediaries bring greater efficiency in
making goods available to target markets.
• In other words, they matches the supply with
the demand.
• Most important benefit of using intermediaries is
that they provide economies. They reduce the
amount of work that must be done by both
producers and consumers.
4. Number of Channel Levels :
a direct marketing channel ;
Has no intermediary levels.
Here, the producer sells directly to consumers
For e.g. sells its products door to
door or through home parties.
6. Channel Behavior
• All channel firms should work together to be
successful.
• Each channel member is dependent on
others.
• a Ford dealer (retailer) depends on the Ford
Motor Company to design cars that meet
consumer needs.
cont.....
7. • In turn, Ford depends on the dealer to
attract consumers, persuade them to buy
Ford cars, and service cars after the sale.
• The Ford dealer also depends on the other
dealers to create a good overall reputation
for the entire distribution channel.
8. Conflicts …
• Although channel members are dependent
on one another, they often concentrate on
their short-term benefits.
• Channel conflict occurs when disagreement
among channel members on goals and roles
.
9. – Horizontal conflict; occurs among firms at the
same level of the channel. In other words,
one dealer may complain about the other.
– Vertical conflict; occurs among different levels
of the same channel. In other words, the
producer may complain about its dealers or
vise versa.
– Eg : Between wholesaler and Retailer .
10. So there are conflicts at all levels ……
To eradicate conflicts , Modern channel
management has evolved to develop
vertical marketing systems (VMS)
11. Vertical Marketing Systems
• Vertical Marketing Systems (VMS) consists of
producers, wholesalers, and retailers acting as a
unified system - that seek to maximize profits for
whole channel.
• Here, one channel members-
owns the others,
has contracts with them or
use so much power that they all cooperate.
• Such systems occur to control channel behavior
and manage channel conflict.
13. Types of Vertical Marketing Systems
Corporate
VMS
Wholesaler-
sponsored
voluntary
chains
Retailer
cooperatives
Franchise
organizations
Contractual
VMS
Administered
VMS
Vertical
marketing
systems (VMS)
14. Corporate VMS
Combines successive stages of production and
distribution under single ownership.
Breweries and petrol stations are examples.
15. Contractual VMS
• Independent firms join contractually at different
levels to create efficiencies and economies .
• 3 types :
• Wholesaler-sponsored voluntary chains of
independent retailers organised to compete against
large organisations.
Eg: Coca-Cola bottler is a manufacturer-sponsored
wholesaler.
• Retailer co-operatives
• Franchisee
16. – retailer cooperatives; are contractual marketing
systems in which ;
– retailers organize a new or
– jointly owned business to carry on wholesaling and
possibly production.
– Eg ; Indian Coffee House , Mother Dairy , Karnataka
Milk Federation (KMF).
17. – franchise organizations; are contractual marketing
systems in which a channel member, called a franchiser,
links several stages in the production-distribution process.
There are three forms of franchisees;
• manufacturer-sponsored retailer franchisee system e.g.
Ford licenses dealers to sell its cars. The dealers are
independent business people who got sponsered by
manufacturer.
• manufacturer-sponsored wholesaler franchisee system e.g.
Coca-Cola licenses bottlers (wholesalers) in various markets
who buy Coca-Cola syrup concentrate and then carbonate,
bottle and sell the finished product to retailers in local markets.
18. • service-firm-sponsored retailer franchisee
system in which a service firm licenses the
retailers to bring its service to consumers.
• Example;
19. Administered VMS
• One member of the channel is large and
powerful enough to coordinate the
activities of the other members without an
ownership stake.
• Examples ;
20. Vertical Advantages…
• High operating Efficiency .
• Each layers has clearly defined functions
and responsibilities.
• Closely monitor and control .
21. Horizontal Marketing Systems
• Horizontal marketing systems is a channel
arrangement in which two or more
companies at one level join together to
follow a new marketing opportunity.
• The major benefit is that companies
combine their capital, production
capabilities, marketing resources and
therefore accomplish more.
22. • E.g. Coca-Cola and Nestle formed a joint
venture to market ready-to-drink coffee
and tea worldwide.
23. Horizontal Advantages
• Greater satisfaction due to greater
freedom and autonomy .
• Provides streamline due to absence of
multiple structured layers .