Integrated Marketing

Channel
Push strategy (low brand loyalty) vs. pull
strategy(high brand loyalty)
Demand chain planning
Terms in Channel

C&F agents and AWD

Distributor and Dealers
Retailers
Brokers and agents

Marketing Channels
Channel Flows

Physical flow
Title flow
Payment flow
Promotion flow
Information flow
Finance flow

Channel Levels
Zero level (direct market)
Multilevel

Channel Design
Customer Need
Objectives and constraints
Channel Alternatives
Number of intermediaries
Exclusive
Selective
Intensive

Terms
Price policy
Conditions of sale
Territorial rights

Channel Design
Channel Alternative Evaluation
Economic
Control

Selection of channel members

Training and Motivation
Channel power

Modification
of
channel
design
touch/high tech)
Horizontal Marketing system(T24)
Multichannel marketing

(high