Kotler Mm14 Ch15 Dppt
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Transcript of Kotler Mm14 Ch15 Dppt
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Kotler • KellerPhillip Kevin Lane
Marketing Management • 14e
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Designing and Managing Integrated Marketing Channels
Chapter 15
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 36
Discussion Questions
1. What is a marketing channel system and value network?
2. What work do marketing channels perform?
3. How should channels be designed?
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 36
Discussion Questions
4. What decisions do companies face in managing their channels?
5. How should companies integrate channels and manage channel conflict?
6. What are the key issues with e-commerce and m-commerce?
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Defined
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 36
Sets of interdependent organizations participating in the process of making a product or service available for use or consumption.
Marketing Channels
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 36
Intermediaries
Merchants
Agents
Facilitators
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 36
Importance of Channels
Ultimate Selling Price
30% - 50% Channel Members
5% - 7%Advertising
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 36
Importance of Channels
Push strategy
Pull strategy
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 36
Multichannel Marketing (Hybrid)
Sales Force
Internet
Telemarketing
Direct Mail
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 36
Value Networks
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 36
Role of Marketing Channels
ContactsExperienceSpecializationScale of operation
Facilitators
Merchants
Agents
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 36
Channel Functions and Flows TimePlace Possession
Transportation, communication
Ordering, payment
Forward Flow
Backward Flow
Information, negotiation, finance, risk taking
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Figu
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15.1 Five Marketing Flows in the
Marketing Channel
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 36
Channel LevelsZero-level (Direct marketing) channel
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 36
Figu
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15.2 Channel Levels – Consumer
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Figu
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15.2
Channel Levels – B2B
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 36
Channel-Design Decisions
Customer wants and needs
Objectives and constraints
Identifying and evaluate alternatives
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 36
Customer Needs and Wants
Price
Product Assortment
Convenience
Shopping Goals•Economic•Social•Experiential
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Figu
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15.3 What do European Consumers Value
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Channels Service Outputs
Lot Size
Waiting/Deliver Time
Product Variety
Service Backup
Spatial Convenience
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 36
Objectives and Constraints
Service Costs
Bulky Products
Nonstandard Products
Installation / Maintenance
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Identify Channel AlternativesSales Force
Distributors Direct Mail
Telemarketing
Channel Alternatives•Type of Intermediaries•Number of Intermediaries•Terms and Responsibilities
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Identify Channel Alternatives
Channel Alternatives•Type of Intermediaries
•Number of Intermediaries
•Terms and Responsibilities
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Types of Intermediaries
Ray’s Cars
OEMs
Dealers
Direct to Consumers
Satellite Radio Manufacturer
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Number of Intermediaries
Exclusive Distribution
Selective Distribution
Intensive Distribution
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 36
Evaluating Channel AlternativesEconomic Criteria
$4.07(Face-to-Face Transaction)
$0.54(Phone Transaction)
$0.27(ATM Transaction)
$0.01(Online Transaction)
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Figu
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15.4 Value-Adds vs. Costs of
Different Channels
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Figu
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15.5 Break-Even Cost Chart: Company
Sales Force vs. Sales Agency
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 29 of 36
Channel-Management Decisions
Selecting Channel Members
Training and Motivating
EvaluatingModifying
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Channel Integration and Systems
Vertical Marketing Systems
Horizontal Marketing SystemsIntegrating Multichannel
Marketing Systems
Disney
Blockbuster
Disney Store
Best Buy
.com
Amazon
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Figu
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15.6 The Hybrid Grid
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Conflict, Cooperation & Competition
Channel Conflict
Channel Coordination
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Channel Conflict
Horizontal Channel Conflict
Vertical Channel Conflict
Multichannel Conflict
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Managing Channel Conflict
Employee Exchange
Mediation
Dual Compensation
Legal Recourse
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E-Commerce Marketing Practices
Pure-Click Firms
B2B E-Commerce
Brick-and-Click Firms
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M-Commerce Marketing Practices
Text Promotions
M-Commerce
GPS Features