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Palma 15 marketing de guia

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Palma 15 marketing de guia

  1. 1. Top 10 Concepts <ul><li>Chapter 15: Designing and Managing Integrated Marketing Channels </li></ul><ul><li>Rose Ann S. Palma </li></ul><ul><li>Ateneo Graduate School of Business </li></ul><ul><li>May 2010 </li></ul>
  2. 2. Outline <ul><li>Push and pull marketing strategies can do wonders for products and services. </li></ul><ul><li>Employing hybrid channels increases a company’s chances of success. </li></ul><ul><li>Several channel levels can be involved in the flow of products from the source to the user. </li></ul><ul><li>Marketing channels are not limited to physical goods. </li></ul><ul><li>To customers, the channels are the company. </li></ul>
  3. 3. Outline <ul><li>Manufacturers have power over their channels. </li></ul><ul><li>Channel systems are dynamic. </li></ul><ul><li>Periodic Evaluation and Modification of Channel Designs and Arrangements are Necessary. </li></ul><ul><li>Brand Image Matters </li></ul><ul><li>Technological advances gave rise to E-commerce marketing </li></ul>
  4. 4. 1. Push and pull marketing strategies can do wonders for products and services. <ul><li>Manufacturer’s sales force </li></ul><ul><li>Low brand loyalty </li></ul><ul><li>Impulse item </li></ul><ul><li>Advertising and promotion </li></ul><ul><li>High brand loyalty </li></ul>
  5. 5. Examples: Concept 1 <ul><li>Kottler: </li></ul>Medical - Fitrum Local - Colgate
  6. 6. 2. Employing hybrid channels increases a company’s chances of success. <ul><li>Increase number of “go-to-market” </li></ul><ul><li>Channel integration can be expected </li></ul>
  7. 7. Examples: Concept 2 <ul><li>Kottler: </li></ul>Local: Globe Medical – Mega Clinic
  8. 8. 3. Several channel levels can be involved in the flow of products from the source to the user. Zero- level One-level Two-level Three- level
  9. 9. Examples: Concept 3 <ul><li>Kottler: </li></ul>Medical – Sari-sari Store Local – National Book Store
  10. 10. 4. Marketing channels are not limited to physical goods. SERVICES PEOPLE
  11. 11. Examples: Concept 4 <ul><li>Kottler: </li></ul>Medical – The Medical City, The Doctors Local – ABS-CBN, Melanie Marquez
  12. 12. 5. To customers, the channels are the company. <ul><li>Select channel members well </li></ul><ul><li>EVALUATE! </li></ul>
  13. 13. Examples: Concept 5 <ul><li>Kottler: </li></ul>Medical – Delos Santos Medical Center ( G.R. No. 124354 ) Local – Xend Express
  14. 14. 6. Manufacturers have power over their channels. Coercive Reward Legitimate Expert Referent
  15. 15. Examples: Concept 6 <ul><li>Kottler: </li></ul>Medical – Pharmaceutical Companies to Doctors Local – Petron
  16. 16. 7. Channel systems are dynamic. <ul><li>Vertical Marketing Systems </li></ul><ul><li>Horizontal Marketing Systems </li></ul><ul><li>Multichannel Systems </li></ul>
  17. 17. Examples: Concept 7 <ul><li>Kottler: </li></ul>Medical – Starbucks and other Coffee Shops Local – BPI and other banks
  18. 18. 8. Periodic Evaluation and Modification of Channel Designs and Arrangements are Necessary. <ul><li>Make changes if not working </li></ul>
  19. 19. Examples: Concept 8 <ul><li>Local – BPI </li></ul>Medical – The Medical City Kottler
  20. 20. 9. Brand Image Matters
  21. 21. Examples: Concept 9 <ul><li>Local –H&M </li></ul>Medical – The Belo Medical Group Kottler
  22. 22. 10. Technological advances gave rise to E-commerce marketing <ul><li>E-commerce </li></ul><ul><li>E-marketing </li></ul><ul><li>E-purchasing </li></ul>
  23. 23. Examples: Concept 10 <ul><li>Local –CD R King </li></ul>Medical – All Heart Medical Store Kottler
  24. 24. Outline <ul><li>Push and pull marketing strategies can do wonders for products and services. </li></ul><ul><li>Employing hybrid channels increases a company’s chances of success. </li></ul><ul><li>Several channel levels can be involved in the flow of products from the source to the user. </li></ul><ul><li>Marketing channels are not limited to physical goods. </li></ul><ul><li>To customers, the channels are the company. </li></ul>
  25. 25. Outline <ul><li>Manufacturers have power over their channels. </li></ul><ul><li>Channel systems are dynamic. </li></ul><ul><li>Periodic Evaluation and Modification of Channel Designs and Arrangements are Necessary. </li></ul><ul><li>Brand Image Matters </li></ul><ul><li>Technological advances gave rise to E-commerce marketing </li></ul>
  26. 26. Top 10 Concepts <ul><li>Chapter 15: Designing and Managing Integrated Marketing Channels </li></ul><ul><li>Rose Ann S. Palma </li></ul><ul><li>Ateneo Graduate School of Business </li></ul><ul><li>May 2010 </li></ul>

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