1. Chapter Nine Marketing Channels and Channel Mapping

2. Marketing Channels and Channel Mapping
Marketing channel performance
Alternative marketing channels
Marketing channels that improve customer value
Marketing channels and competitive advantage
Profit impact of alternative marketing channels

3. Figure 9-1 Channel Map for an Electronic Components Company
A CHANNEL MAP is a diagram of the
types of purchase points a business uses.
Figure 9-1 Channel Map for an
Electronic Components Company

4. Marketing Channels and Channel Strategy
What are Marketing Channels?
What types of Marketing Channels exist?
Direct
Indirect
Mixed
What is the primary objective of a Marketing Channel?
What three areas of performance will the choice of channel impact?
Customer Value
Sales Revenues
Profitability
How can Marketing Channels serve as a source of Competitive Advantage?

5. Marketing Channel Performance
Customer Reach (Volume)
Operating Efficiency (Cost to Serve)
Service Quality (Retention)

6. Alternative Channel Systems
Direct Channel Systems
Mixed Channel Systems
Indirect Channel Systems
Channel Intermediaries
Target Market Customers
Which Channel System is most preferred by firms?

7. Direct Channel Systems
Direct Sales
Online Marketing
Direct Marketing
Tele-Marketing
Reps/Agents
Consumer Markets

8. Indirect Channel Systems
Wholesalers
Indirect Channel Systems
Reps/Agents
Consumer Markets
Retailers
Why do firms use Indirect Channel Systems?
When is it appropriate to use Mixed Channel Systems?

9. Alternative B2B Marketing Channel
Figure 9-12 Alternative B2B Marketing Channels

10. Channel Systems That Build Customer Value
How does a channel system enhance customer value?
Product Benefits
Customer Value
Service Benefits
Price
Non-price Costs
Brand Benefits

11. Building Value Delivering Product Benefits Delivering Service Benefits
Product quality
Product assortment
Product form
Delivering Service Benefits
After-sale services
Availability/delivery
Transaction services
Improving Cost Efficiency
i.e., making a product readily available

12. Channel Systems and Competitive Advantage
Sales force advantage
Sales productivity
Distribution advantage

13. Distribution Advantage
Figure 9-20 Channel Margin vs. Channel Marketing Expenses

14. Review Channel mapping Marketing channel performance
Alternative marketing channels
Marketing channels that improve customer value
Marketing channels and competitive advantage
Profit impact of alternative marketing channels

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Publishing as Prentice Hall