Professional Documents
Culture Documents
Chapter Questions
What is a marketing channel system and value network? What work do marketing channels perform? What decisions do companies face in designing, managing and integrating their channels? What key issues do companies face in ecommerce?
13-2
13-3
Intermediaries
Merchants Agents Facilitators
13-4
Hybrid Channels
Direct Online Indirect Customer expectations from channel integration
Ability to order a product online and pick it up at a convenient retail location Ability to return an onlineordered product to a nearby store Right to receive discounts based on total online and offline purchases
13-5
13-6
13-7
13-9
13-10
13-11
13-12
Reverse-Flow Channels
13-13
13-16
Number of intermediaries
(exclusive, selective, intensive)
Number of Intermediaries
Exclusive
Selective
Intensive
13-18
13-19
13-20
Channel-Management Decisions
Selecting channel members Training and motivating channel members Evaluating channel members Modifying channel members
13-21
Channel Power
Coercive Reward Legitimate Expert Referent
13-22
13-23
13-24
Channel cooperation occurs when channel members are brought together to advance the goals of the channel, as exposed to their own potential incompatible goals.
13-25
13-26
E-Commerce
Pure-click companies
(search engines, ISPs, commerce / transaction / content / enabler sites; B2C, B2B )
Brick-and-click companies
13-27
M-Commerce
13-28