Presentation on theme: "Chapter Nine Marketing Channels and Channel Mapping"— Presentation transcript:
1 Chapter Nine Marketing Channels and Channel Mapping
2 Marketing Channels and Channel Mapping Marketing channel performanceAlternative marketing channelsMarketing channels that improve customer valueMarketing channels and competitive advantageProfit impact of alternative marketing channels
3 Figure 9-1 Channel Map for an Electronic Components Company A CHANNEL MAP is a diagram of thetypes of purchase points a business uses.Figure 9-1 Channel Map for anElectronic Components Company
4 Marketing Channels and Channel Strategy What are Marketing Channels?What types of Marketing Channels exist?DirectIndirectMixedWhat is the primary objective of a Marketing Channel?What three areas of performance will the choice of channel impact?Customer ValueSales RevenuesProfitabilityHow can Marketing Channels serve as a source of Competitive Advantage?
6 Alternative Channel Systems Direct Channel SystemsMixed Channel SystemsIndirect Channel SystemsChannel IntermediariesTarget Market CustomersWhich Channel System is most preferred by firms?
7 Direct Channel Systems Direct SalesOnline MarketingDirect MarketingTele-MarketingReps/AgentsConsumer Markets
8 Indirect Channel Systems WholesalersIndirect Channel SystemsReps/AgentsConsumer MarketsRetailersWhy 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 BenefitsCustomer ValueService BenefitsPriceNon-price CostsBrand Benefits
11 Building Value Delivering Product Benefits Delivering Service Benefits Product qualityProduct assortmentProduct formDelivering Service BenefitsAfter-sale servicesAvailability/deliveryTransaction servicesImproving Cost Efficiencyi.e., making a product readily available
12 Channel Systems and Competitive Advantage Sales force advantageSales productivityDistribution advantage
13 Distribution Advantage Figure 9-20 Channel Margin vs. Channel Marketing Expenses
14 Review Channel mapping Marketing channel performance Alternative marketing channelsMarketing channels that improve customer valueMarketing channels and competitive advantageProfit impact of alternative marketing channels