We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byMyles Southworth
Modified over 2 years ago
1 © Arvind Rangaswamy, All Rights Reserved October 25, 2003 e-Marketing (EMBA) Online Marketing Strategy (Distribution) Arvind Rangaswamy Web address:
2 © Arvind Rangaswamy, All Rights Reserved Roles for Todays Marketing Manager ² Select target markets to pursue (and specify target markets not to pursue) ² Define the brand ² Optimize the channel mix ² Articulate and measure the value of marketing investments ² Enhance customer relationships ² Identify and develop new businesses
4 © Arvind Rangaswamy, All Rights Reserved Roles of Marketing Channels: Delivering Service Output Levels ² Lot size (Aggregate/Disaggregate) ² Convenience (Spatial, Ordering, …) ² Waiting time ² Variety and assortment ² Personalization/customerization ² Service (Pre-sale and Post-sale) ² Price discovery? ² Liquidity? The Internet is altering the relative roles of intermediaries and manufacturers in providing these service output levels.
5 © Arvind Rangaswamy, All Rights Reserved Primary Benefit of Intermediaries: Increased Channel Efficiency C C C (a) Number of contacts M x C = 3 x 3 = (b) Number of contacts M + C = = 6 M = ManufacturerC = CustomerD = Distributor D M M M C C C M M M Source: Textbook
6 © Arvind Rangaswamy, All Rights Reserved Intermediaries Also Generate Value Market Information Monitoring sales trends, inventory levels, competitive behavior Promotional Effort Banner ads, sales promotions, traditional advertising support, personal selling Transactional Activities Bargaining on price and terms, order processing, credit, inventory and assortments Storage and Transportation Warehousing, transportation to buyer, sorting and packaging into desired forms Facilitation Activities Credit card processing, invoicing, shipping confirmations Installation and Service Technical support, customer service lines, warranty work, repair, spare parts, etc. Adapted From:Harper W. Boyd, Jr., Orville C. Walker, Jr., and Jean-Claude Larreche, Marketing Management, 2nd ed., Burr Ridge, IL: Irwin 1995, and George S. Day, Market Driven Strategy: Processes for Creating Value, New York: The Free Press, 1990, 220–221
7 © Arvind Rangaswamy, All Rights Reserved Yes, you can eliminate intermediaries. No, you cannot eliminate their functions and still serve the same customer needs!
8 © Arvind Rangaswamy, All Rights Reserved The 2Is and Distribution Match distribution channel with segment needs more precisely Customer service is tailored across channels Tight linkages between firm, suppliers and customers facilitate collaborative relationships that enhance logistics, inventory planning and market responsiveness Individualization Interactivity Distribution Source: Textbook
9 © Arvind Rangaswamy, All Rights Reserved Customer Contact Channels ² Direct sales force ² Web site ² Telesales/call center ² Catalog ² ² Retail outlets ² Kiosk? ² PDA/cell phone?
10 © Arvind Rangaswamy, All Rights Reserved As a Channel, Internet Separates Choice from Purchase For Digital Products
11 © Arvind Rangaswamy, All Rights Reserved
12 © Arvind Rangaswamy, All Rights Reserved Impact of Online Channel on Offline Sales Source: Forrester Research, Sept 2000 Currently, most retailers are not able to track customers across web site, catalog, and store.
13 © Arvind Rangaswamy, All Rights Reserved New Types of Intermediation Due to Internet ² eTailing: The Internet as a new retail channel ² Multi-channel Marketing ² New types of Intermediaries (major new channel opportunities of the Net) u Infomediary/Metamediary (Matchmakers and Bundlers) u Marketmakers (e.g., B2B exchanges) u Speediaries (e.g., Akamai, FedEx) u ….. ² Emerging Wireless channels
14 © Arvind Rangaswamy, All Rights Reserved eTailing: Key Questions ² Is there any enduring advantage to being a category killer? Narrow (e.g., fridgedoor.com, uglies.com) versus large assortments (Amazon, eBay, Techsavvy.com; grainger.com) ² Is there an enduring advantage in stressing service over price? Service (e.g., amazon.com) versus Price (buy.com and half.com) ² Is there any enduring advantage of auctions? Auctions (e.g., eBay and onsale) versus fixed price (e.g.,Half.com) ² Is there an enduring advantage for clicks+bricks?
22 © Arvind Rangaswamy, All Rights Reserved Managing Multi-channel Contacts ² Multi-channel marketing is not the same as multiple channel marketing. ² Implement a customer-centric business and IT architecture before large-scale deployment of multi- channel marketing. ² Ensure consistency of brand and customer experience across channels. ² Deploy resources across channels commensurate with the value of each targeted segment.
23 © Arvind Rangaswamy, All Rights Reserved Multi-Channel Brand Management at Victorias Secret Store Catalog Web site
24 © Arvind Rangaswamy, All Rights Reserved Multi-channel Promotions at Victorias Secret ² Stores u URL on shopping bags u Catalogs in stores u Brand ads include URLs ² Catalogs u Callouts for web site u Scent strip for Victorias Secret Beauty ² Web site u Sign up for catalog online u to customers for store-specific promotions u Order from catalog online u Store locator Source: Anne Marie Blaire, Victorias Secret, June 2000 Note: Products purchased at the web site cannot be returned at a store and vice versa.
25 © Arvind Rangaswamy, All Rights Reserved Traditional Multiple-Channel Management Source: Adapted from New York Times Know thy customer, 14 February. Web Tele-center Direct Sales Retailer Reseller Distributor Direct Channels Customers and Prospects Customers and Prospects Indirect Channels Company
26 © Arvind Rangaswamy, All Rights Reserved Multi-Channel Management Driven by CRM Systems Source: New York Times Know thy customer, 14 February. Web Tele-center Direct Sales Retailer Reseller Distribution Direct Channels Customers and Prospects Customers and Prospects Indirect Channels Customer Relationship Management Customer Relationship Management
27 © Arvind Rangaswamy, All Rights Reserved Source: Adapted from Gates, Bill the speed of thought. New York: Warner Books. Network Infrastructure Emerging Channel Structures are Flatter but More Complex Chips Sales and Distribution Databases Financial Systems Network Integrators Application Software Operating Systems Retail Stores Online storesDealers Mail Order IBMMicrosoftOracleOthers BaanJD EdwardsSAPOthers Cisco3 ComLucentOthers EntexINSVanstarWang WordSiebelOthers DOS and WindowsOS/2MacUnixLinux Computer Compaq DellIBM Hewlett Packard Others Intel Architecture MotorolaAMDOthers Meta-mediary(e.g., Accenture) Customers
28 © Arvind Rangaswamy, All Rights Reserved ² Marketing channels are now being subjected to irreversible and major technology-induced transformations: u Undertake channel experiments (with both current and new partners) to design channels that deliver better value to your customers. u If you focus on doing what is right for your customers long- term (and not necessarily what is good for your current channel members), your channel structure will be realigned appropriately in the converging economy. Action Guidelines
chapter 11 Distribution McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Class Discussion Notes MKT February 20, 2001.
Defining markets and marketing environment Adapting to the new market economy.
Chapter 4 Marketing. Objectives After reading the chapter and reviewing the materials presented the students will be able to: Describe how marketing segmentation.
E-Marketplaces. Electronic CommercePrentice Hall © E-Marketplaces Markets (electronic or otherwise) have three main functions: 1.Matching buyers.
Marketing Channels and E- Marketing Chapter Nine M arket-Based Management, 4 th edition.
How is the internet used? How can I satisfy customers?
For use with Strategic Electronic Marketing: Managing E-Business, 2 e Copyright 2003 South-Western College Publishing Chapter 1 Slide: 1 What is E-Business.
Principles of Marketing Lecture-9. Summary of Lecture-8.
IT Strategy for Business © Oxford University Press 2008 All rights reserved Chapter 3 E-Strategy.
Marketing Channel Strategy & Management MKT 460. Taufique Hossain.
MGT301 Principles of Marketing Lecture-9. Summary of Lecture-8.
Chapter 13: Marketing Channels Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd. Copyright 2010 by Cengage Learning.
Chapter 16Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared.
ENTERPRISE SYSTEMS CHAPTER 11 Hossein BIDGOLI MIS In Tech We trust What is SCM Dell in Action Saleforce.com CRM.
1 Copyright ©2009 by Cengage Learning Inc. All rights reserved Designed by Eric Brengle B-books, Ltd. CHAPTER 13 Prepared by Amit Shah Frostburg State.
Marketing Channels and Supply Chain Management Chapter 13.
Designing and Managing Integrated Marketing Channels Marketing Management, 13 th ed 15.
Electronic Commerce Systems e-Commerce trends e-Commerce processes e-Commerce success factors e-Commerce categories Chapter 8 McGraw-Hill/Irwin Copyright.
1 Chapter 9 Electronic Commerce and Electronic Business.
Direct Marketing What is Direct Marketing?
E-business and Supply Chain COSC 648 Sungchul Hong.
McGraw-Hill/Irwin © The McGraw-Hill Companies, All Rights Reserved BUSINESS PLUG-IN B9 Customer Relationship Management.
© 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management, 8e Chapter Ten Distribution Strategy Key Words /
What is E-Commerce? Section 8.1. What is E-commerce? E-commerce is the exchange of goods, services, information, or other businesses through electronic.
Essentials of Management Information Systems, 6e Chapter 4 The Digital Firm: Electronic Business and Electronic Commerce 4.1 © 2005 by Prentice Hall The.
Marketing Channels and Supply Chain Management Chapter 12.
PPT th Edition. PPT10-2 Chapter 10 Information Systems and Supply Chain Management McGraw-Hill/Irwin Levy/Weitz: Retailing Management, 5/e Copyright.
IT in Business Electronic Commerce and Electronic Business Lecture – 12.
E-Commerce Systems Chapter 8 Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
INFORMATION X INFO102: Management Information Systems CRM and SCM.
Chapter Nine Marketing Channels and Channel Mapping.
Chapter 13 Internet Retailing “A salesman is got to dream, boy. It comes with the territory.” ~Arthur Miller.
13 Marketing Channel Professor Close. LO 1 Explain what a marketing channel is and why intermediaries are needed LO 2 Define the types of channel intermediaries.
© Prentice Hall, 2005 Business In Action 3eChapter Developing Distribution and Promotional Strategies.
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved. Introduction to Marketing.
Prepared by: Ali Zain Raza Instructor Institute of Management Sciences.
GLOBAL MARKETING Distribution Management. Why A Distribution Strategy? To make the right quantities of the right product or service available at the right.
The Internet for Distribution Instructor: Hanniya Abid Assistant Professor COMSATS Institute of Information Technology Lecture 15 E-Marketing.
Fundamentals of Information Systems, Third Edition2 Principles and Learning Objectives E-commerce is a new way of conducting business, and as with any.
©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 2 Chapter 2 Adapting Marketing to the New Economy.
13-1 © 2006 by Nelson, a division of Thomson Canada Limited 10/6/2015 Slides developed by: Peter Yannopoulos Chapter 13 Internet Marketing.
Chapter 13: Marketing Channels 1 Copyright Cengage Learning 2013 All Rights Reserved.
Introduction to Business 3e 13 Part V: Marketing Copyright © 2004 South-Western. All rights reserved. Distributing Products.
1Chapter 19 Version 7e ©2004 South-Western College Publishing Prepared by Deborah Baker Texas Christian University Chapter 19 Internet Marketing.
ENTERPRISE SYSTEMS CHAPTER 11 Hossein BIDGOLI MIS In Tech We trust What is SCM Dell in Action Saleforce.com CRM What is ERP? Apple first day.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell 17-1 ©2004 Pearson Education Canada Inc. E-Commerce The transaction of business and related activities.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
15-1 Chapter Questions What is a marketing channel system and value network? What work do marketing channels perform? What decisions do companies face.
1 Marketing Channels and Supply Chain Management Chapter 12.
© 2017 SlidePlayer.com Inc. All rights reserved.