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Kotler Phillip Kevin Lane Marketing Management Keller Fajar Tri Nugroho (122121035) Magister Management Usakti 2013.

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Presentation on theme: "Kotler Phillip Kevin Lane Marketing Management Keller Fajar Tri Nugroho (122121035) Magister Management Usakti 2013."— Presentation transcript:

1 Kotler Phillip Kevin Lane Marketing Management Keller Fajar Tri Nugroho ( ) Magister Management Usakti 2013

2 Designing and Managing Integrated Marketing Channels Chapter 15

3 Discussion Questions 1.What is a marketing channel system and value network? 2.What work do marketing channels perform? 3.How should channels be designed?

4 Discussion Questions 4.What decisions do companies face in managing their channels? 5.How should companies integrate channels and manage channel conflict?

5 Defined Marketing Channels Sets of interdependent organizations participating in the process of making a product or service available for use or consumption.

6 Intermediaries Merchants Agents Facilitators

7 Importance of Channels Ultimate Selling Price 30% - 50% Channel Members 5% - 7% Advertising

8 Importance of Channels Push strategy Pull strategy

9 Multichannel Marketing (Hybrid) Telemarketing Direct Mail

10 Value Networks

11 Role of Marketing Channels Contacts Experience Specialization Scale of operation Facilitators Merchants Agents

12 Channel Functions and Flows Transportation, communication Forward Flow Backward Flow Information, negotiation, finance, risk taking Ordering, payment

13 Five Marketing Flows in the Marketing Channel

14 Channel Levels - Consumer

15 Channel Levels – B2B

16 Channel-Design Decisions Customer wants and needs Objectives and constraints Identifying and evaluate alternatives

17 Evaluating Channel Alternatives Economic Criteria $4.07 (Face-to-Face Transaction) $0.54 (Phone Transaction) $0.27 (ATM Transaction) $0.01 (Online Transaction)

18 Value-Adds vs. Costs of Different Channels

19 Channel-Management Decisions Selecting Channel Members Training and Motivating Modifying Evaluating

20 Channel Integration and Systems Vertical Marketing Systems Horizontal Marketing Systems Integrating Multichannel Marketing Systems Disney Blockbuster Disney Store Best Buy.com Amazon

21 The Hybrid Grid

22 Conflict, Cooperation & Competition Channel Conflict Channel Coordination

23 Managing Channel Conflict Employee Exchange Dual Compensation Mediation Legal Recourse


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