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kotler_mm_14e_15_ippt.ppt

  1. 1. 15 Designing and Managing Integrated Marketing Channels 1
  2. 2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-2 What is a Marketing Channel? A marketing channel system is the particular set of interdependent organizations involved in the process of making a product or service available for use or consumption.
  3. 3. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-3 Channels and Marketing Decisions  A push strategy uses the manufacturer’s sales force, trade promotion money, and other means to induce intermediaries to carry, promote, and sell the product to end users  A pull strategy uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries
  4. 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-4 Figure 15.1 Increasing Efficiency
  5. 5. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-5 Buyer Expectations for Channel Integration  Ability to order a product online and pick it up at a convenient retail location  Ability to return an online-ordered product to a nearby store  Right to receive discounts based on total online and offline purchases
  6. 6. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-6 Table 15.1 Channel Member Functions  Gather information  Develop and disseminate persuasive communications  Reach agreements on price and terms  Acquire funds to finance inventories  Assume risks  Provide for storage  Provide for buyers’ payment of their bills  Oversee actual transfer of ownership
  7. 7. Figure 15.1 Marketing Flows in the Marketing Channel for Forklift Trucks Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-7
  8. 8. Figure 15.2 Consumer Markets Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-8
  9. 9. Figure 15.2 Industrial Markets Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-9
  10. 10. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-10 Number of Intermediaries  Exclusive  Selective  Intensive
  11. 11. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-11 Channel-Management Decisions  Selecting channel members  Training channel members  Motivating channel members  Evaluating channel members  Modifying channel members
  12. 12. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-12 Channel Conflict  What types of conflict arise in channels?  What causes conflict?  What can marketers do to resolve it?
  13. 13. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-13 Causes of Channel Conflict  Goal incompatibility  Unclear roles and rights  Differences in perception  Intermediaries’ dependence on manufacturer

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