Abstract The synchronization of channel structures, global brand management and advertising campaigns, and sales promotion all

must be continually strengthened over time for companies to stay on course to their objectives. Best practices in multichannel management in both B2C and B2B contexts is predicate on keeping these three attributes coordinated, tightly integrated and moving together towards a common objective (Bellin, 2006). The intent of this paper is to evaluate which factors most influence channel structures and strategies of global markets, define how global brands and advertising campaigns benefit a company, and define the role of sales promotion in the marketing mix, analyzing how they vary between industrial and consumer products. Introduction Of the many factors that influence channel structures and strategies that are available to global marketers, the most prevalent are those that have to do with customer relationships and the formation of trust (Karray, 2011). This pervades all other factors, as companies must move away from being entirely focused on designing their distribution channels to only accomplish transactions, and instead concentrate on creating long-standing relationships with customers. A secondary factor that influences channel structures and strategies are global brand advertising campaigns (Bengtsson, Bardhi, & Venkatraman, 2010). A third factor is the role of sales promotion in the marketing mix, and how that specific strategy varies between consumer and industrial products and services, further making channel structures and strategies more unique (Dogan, 2010). Attaining Profitability through Channel Management, Brand and Marketing Mix Integration Distribution channel structures and strategies must stay in step with branding, advertising and sales promotion strategies if all three are to contribute to higher level of sales and profitability (Yoo & Lee, 2011). Of these three areas however, channel structures and strategies are the most specific to a given market, and the most affected by the rapid changes in product or service demand (Karray, 2011). They are also the one area of advertising, branding and marketing strategies that have the greatest need for continual knowledge updates, including support from product management, marketing, product strategies, and services marketing in both B2C and B2B markets (Wang, Chen, & Wu, 2011). Another key factor that significantly affects the channel structure and strategy performance is the depth of insight a given company has of their customer’s buying process, who the key members of the evaluation process are, and how they choose to evaluate products over the long-term (Yoo & Lee, 2011). This is one of the more critical factors that influence the demand for B2B-oriented products and services, as the purchasing cycle is very long typically, and also requires intensive in-account coordination to be done well. A fourth factor is the pervasive use of technology to create a greater level of collaboration and communication across the many different members and groups of a given distribution channel, uniting it with the supply chain it is reliant on for effectively fulfilling product demands over time (Karray, 2011). Both B2C and B2B distribution channels need to have a pervasive level of collaboration and communication to ensure their respective supply chains can fulfill product and service demand over time. In that sense, the demand visibility that must be present in a distribution channels’ structure to allow it to stay coordinated to its supply chain is critical and essential for profitability to be attained over the long-term (Karray, 2011).

all unified towards a common goal of capturing prospect interest and leading to initial product or service trial. 2010). Across B2B and B2C markets. Sales promotion strategies for B2B companies are centered on coordinating the efforts of many different members of the purchasing process. tying back to the effectiveness of a given social media strategy for example. Branding and global advertising campaigns are best managed as part of a global integrated marketing communications (IMC) strategy that have quantified goals as every other area of the marketing mix of a company (Kim. The intent of this analysis has been to show how critical their synchronization is across an organizations’ channels and departments. looking to synchronize their efforts together so that a company will purchase a given product or solution (Martin-Herrán & Sigué. 2010). 2010). Conclusion Channel structures and strategies. This process varies significantly across B2B and B2C markets and industries. Branding and advertising strategies then serve a foundation of messaging and motivating new potential prospects to try new products and services. motivating them to also try the product and inviting them to trust the brand as a replacement or addition to their current set of preferences (Gamliel & Herstein. or partners comprising the network of resellers. H. distribution outlets. 117. and advertising campaigns are the basis of these communications goals being achieved (Bengtsson. and the role of sales promotion in marketing mix all combine to create a unified marketing and selling strategy that companies can rely on to increase sales and profitability. Both B2B and B2C markets’ focus on sales promotion however seek to create trust with prospects. The fact that branding has become an essential aspect for any company’s social media strategies also supports this aspect of its contribution to profitability (Melo & Galan. the same holds true for branding and advertising strategies as these platforms and strategies are used for conveying unique. & Venkatraman. Bellin. 2011). all share a common focus on creating a trusted advisor relationship with prospects to turn them into customers. highly differentiated value propositions over time. intention and action towards trying a product or service.The contributory effects of global brands and global advertising serve to create much higher levels of awareness. 2011). its pipeline. often creating urgency and the opportunity to treat a new product or service free or at reduced cost (Dogan. In B2C markets. Bardhi. the focus is much more on the individual consumer. Journal of Marketing Channels. which will eventually lead to a product trial over time (Karray. 14 (1/2). yet despite this wide variation. global brands and advertising strategies. 2010). and the quantified results of specific sales promotion and product trial initiatives as well (Kim.2011). Sales promotion fulfills a critical role in fueling profitability in both B2C and B2B companies. 2011). bringing prospects to the website. Global branding and advertising campaigns need to take into account their accumulative contribution to the growth of the company. By having this focus on the contributions of branding and global advertising campaigns at a measurable level their impacts can be easily attributed to one type of program or platform decision versus another. (2006). All of the attributes of branding and advertising campaigns also serve as catalysts of activity throughout distribution channels. . Best Practice Channel Management: The Channel Management Framework.

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