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14 Designing and Managing Integrated Marketing Channels
14 Designing and Managing Integrated Marketing Channels
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-3
the United States edition of Marketing Management, 14e.
Intermediaries
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-4
the United States edition of Marketing Management, 14e.
Channels and
Marketing Decisions
Push strategy
Pull strategy
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-5
the United States edition of Marketing Management, 14e.
Hybrid channels
Hybrid channels or multichannel marketing
occurs when a single firm uses two or more
marketing channels to reach customer
segments.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-6
the United States edition of Marketing Management, 14e.
Buyer Expectations for
Channel Integration
Ability to order a product online and pick it up
at a convenient retail location
Ability to return an online-ordered product to a
nearby store
Right to receive discounts based on total
online and offline purchases
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-7
the United States edition of Marketing Management, 14e.
Table 14.1 Channel Member
Functions
Gather information
Develop and disseminate persuasive
communications
Reach agreements on price and terms
Acquire funds to finance inventories
Assume risks
Provide for storage
Provide for buyers’ payment of their bills
Oversee actual transfer of ownership
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-8
the United States edition of Marketing Management, 14e.
Figure 14.1 Marketing Flows
in the Marketing Channel
for Forklift Trucks
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-9
the United States edition of Marketing Management, 14e.
Marketing Channel Levels
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-10
the United States edition of Marketing Management, 14e.
Figure 14.2 Consumer Markets
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-11
the United States edition of Marketing Management, 14e.
Figure 14.2 Industrial Markets
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-12
the United States edition of Marketing Management, 14e.
Reverse-Flow Channels
Reverse-flow channels are important to:
(1)reuse products or containers (such as
refillable chemical-carrying drums);
(2)refurbish products for resale (such as circuit
boards or computers)
(3)recycle products (such as paper)
(4)dispose of products and packaging
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-13
Copyright © 2012States
the United Pearson Education,
edition Inc. Publishing
of Marketing Management,as Prentice
14e. Hall
Designing a
Marketing Channel System
Analyze customer needs
Establish channel objectives
Identify major channel alternatives
Evaluate major channel alternatives
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-14
the United States edition of Marketing Management, 14e.
Service Outputs of Channels
Lot size
Spatial convenience
Product variety
Service backup
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-15
the United States edition of Marketing Management, 14e.
Identifying Channel Alternatives
Types of intermediaries
Number of intermediaries
Terms and responsibilities
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-16
the United States edition of Marketing Management, 14e.
Number of Intermediaries
Exclusive
Selective
Intensive
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-17
the United States edition of Marketing Management, 14e.
Terms and Responsibilities
of Channel Members
Price policy
Condition of sale
Distributors’ territorial rights
Mutual services and responsibilities
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-18
the United States edition of Marketing Management, 14e.
Figure 14.3 The Value-Adds
versus
Costs of Different Channels
Source: Oxford Associates, adapted from Dr. Rowland T. Moriarty. Cubex Corp.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-19
the United States edition of Marketing Management, 14e.
Figure 14.4
Break-Even Cost Chart
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-20
the United States edition of Marketing Management, 14e.
Channel-Management Decisions
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-21
the United States edition of Marketing Management, 14e.
Channel Power
Coercive
Reward
Legitimate
Expert
Referent
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-22
the United States edition of Marketing Management, 14e.
Channel Integration and Systems
Vertical marketing Horizontal
systems marketing systems
Corporate VMS Multichannel
Administered VMS systems
Contractual VMS
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-23
the United States edition of Marketing Management, 14e.
Integrated Marketing Channel
System
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-24
the United States edition of Marketing Management, 14e.
Figure 14.5 The Hybrid Grid
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-25
the United States edition of Marketing Management, 14e.
Channel Conflict
What types of conflict arise in channels?
What causes conflict?
What can marketers do to resolve it?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-26
the United States edition of Marketing Management, 14e.
Causes of Channel Conflict
Goal incompatibility
Unclear roles and rights
Differences in perception
Intermediaries’ dependence on manufacturer
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-27
the United States edition of Marketing Management, 14e.
Table 14.2 Strategies for
Managing Channel Conflict
Strategic Cooptation
justification Diplomacy
Dual compensation Mediation
Superordinate goals Arbitration
Employee exchange Legal recourse
Joint memberships
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-28
the United States edition of Marketing Management, 14e.
E-Commerce
Pure-click
Brick-and-click
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-29
the United States edition of Marketing Management, 14e.
M-Commerce
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-30
the United States edition of Marketing Management, 14e.
For Review
What is a marketing channel system and value
network?
What work do marketing channels perform?
How should channels be designed?
What decisions do companies face in managing
their channels?
How should companies integrate channels and
manage channel conflict?
What are the key issues with e-commerce and
m-commerce?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 14-31
the United States edition of Marketing Management, 14e.