s 2015 Chap 10 Marketing Channel 2014-5

7/17/2019 s 2015 Chap 10 Marketing Channel 2014-5

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Copyright 2011 Pearson Education

Case Study: Ikea

IKEAs vision is, to create a better i!e !or the "any peope#$ %ith such

a "agnani"ous vision, strangey enough, IKEAs core !ocus on

price#It beieves that i! it can design styish, &uaity, and !unctiona

!urniture and househod ite"s around a o' price point, that this

'i "a(e "ore things avaiabe to "ore peope, thus i"proving

i!estyes#
http://www.youtube.com/watch?v=VYr6JlJ1wlEhttp://www.youtube.com/watch?v=VYr6JlJ1wlE


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)uppy Chains

* Producing and "a(ing products avaiabe to

buyers re&uires buiding reationships 'ith

upstrea" and do'nstrea" suppy chain

partners* Upstream+ir"s that suppy the ra' "aterias,

co"ponents, parts, and other ee"ents

necessary to create a product or service

* Downstream -de"and chain.+ /ar(eting

channe partners that in( the !ir" to the

custo"er

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aue eivery et'or(

* et'or( co"posed o!

the co"pany,

suppliers,

distributors, anduti"atey customers

'ho partner to hep

the entire syste"

deiver bettercusto"er vaue

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In making and marketing its

many models, onda manages ahuge net!ork o" #eo#le !ithinonda #lus thousands o"su##liers and dealers outside the$om#any !ho !ork together to%ring value to &nal $ustomers


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/ar(eting Channes

* )et o! interdependent organi3ations that

hep "a(e a product or service avaiabe

!or use or consu"ption by the consu"er

or business users

* /ar(eting channe decisions+

* A!!ect other "ar(eting decisions, such as

pricing or product design

* Can ead to co"petitive advantage

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4 - (

Channe /e"bers Add aue4 inter"ediaries can provide econo"ies


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4 - )

irect s Indirect /ar(eting Channes

u"ber o! Channe 5eves

McDonald,

Tutorial

School,

Disne land

Crest, Del

Monte,

BMW,

Kodak

Crest, Del

Monte

Intel, IBM

Direct Indirect Direct Indirect

en!th

o" mkt!channel


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4 - *

/utichanne istribution )yste"s

Multichannel Distribution Systems#o!ten caedhybridmarketing

channels$% 6ccurs 'hen a singe !ir" sets up t'o or "ore "ar(eting

channes to reach one or "ore custo"er seg"ents#


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4 - +

iscussion 7uestion

%hy "ight a

co"pany i(e e

have severatypes o! channes

incuding direct

'hie I(ea ony

retais8


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9o' can /ar(eting inter"ediaries Add aue8

:o irect or Indirect or

;oth8

* ro" the producers

point o! vie', agreater nu"ber o!

eves "ean ess

contro and greater

channe co"pe


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Channe Con!icts

&'(le)en *ranchees More common, e!+ ike


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Channe Con!ict

10 - 1

In re$ent years,urger .ing has

had a steadystream o"$on/i$ts !ith its

"ran$hised dealersover everything"rom advertising

$ontent to the


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Conventiona vs ertica /ar(eting )yste"s


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=ypes o! ertica /ar(eting )yste"s

e#g# =op)hop, >ara

e#g# I(ea, /conad

e#g# P?:, %eco"e, Par(n)hop, Kra!t
https://www.youtube.com/watch?v=9n0mikF1Eswhttps://www.youtube.com/watch?v=1DceLKoNyTIhttp://www.bbc.co.uk/news/business-11387544http://www.bbc.co.uk/news/business-11387544https://www.youtube.com/watch?v=1DceLKoNyTIhttps://www.youtube.com/watch?v=9n0mikF1Esw


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ranchising )yste"s

10 - 1'

lmost every kind o"%usiness has %een"ran$hised"rom motels and"ast-"ood restaurants to

$leaning and handyman$om anies

* A contractua

vertica "ar(eting

syste" in 'hich achanne "e"ber,

caed a !ranchisor,

in(s severa

stages in theproduction4

distribution process


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4 -1(

=ypes o! ranchises

* ranchising in

9K

* E#g# A@isen4

a"en, Ange;eauty, Century

21 ea Estate,

y"oc(s

* u ist athttp+BB'''#!ranch

ise#org#h(B!oh(a#

asp
http://www.franchise.org.hk/fohka.asphttp://www.franchise.org.hk/fohka.asphttp://www.franchise.org.hk/fohka.asphttp://www.franchise.org.hk/fohka.asphttp://www.franchise.org.hk/fohka.asphttp://www.franchise.org.hk/fohka.asp


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9ori3onta /ar(eting )yste"s

-ori.ontal marketin!

system is a channe

arrange"ent in 'hich t'o or

"ore co"panies at one

eve @oin together to !oo' a

ne' "ar(eting opportunity#

*e#g# /conad at D)C6 M$Donald2s no! #la$ese#ress5 versions o" theirstores in 6almart stores


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/utichanne istribution )yste"s

* A singe !ir" sets up t'o or "ore "ar(eting

channes to reach one or "ore custo"er

seg"ents

* Each ne' channe e


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isinter"ediation

* 6ccurs 'hen

product and

service producers

cut outinter"ediaries or

dispace traditiona

reseers 'ithradica ne' types

o! inter"ediaries

10 - 1+

voiding disintermediation#ro%lems: 7ender2s 6e% site#rovides detailed #rodu$tin"ormation re"ers them to itsresellers2 6e% sites and stores


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iscussion+

Changing Channe 6rgani3ation

* In 'hat types o!

industries do 'e see the

"ost disinter"ediation8


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Channe esign ecisions- Customer Value Delivery Networks

Marketin! channel desi!n incudes designing e!!ective "ar(eting

channes by

1# anay3ing consu"er needs,

2# setting channe ob@ectives,

F# identi!ying "a@or channe aternatives -type, roes, responsibiities.,

G# u"ber o! "ar(eting inter"ediates,

H# evauating the"

# esigning Internationa istribution Channes -eg Avon in China.


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F )trategies o! Channe esign

*MC/ ' Coca'Cola, 01/

Delu2e products ' 3ole2

Durable products

' Whirlpool


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Channe esign ecisions

* Evauating the "a@or aternatives invoves

co"paring each aternative to+

* Econo"ic criteria

* Contro issues

* Adaptive criteria

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Channe /anage"ent ecisions

* )eecting channe

"e"bers

* /anaging and

"otivating channe

"e"bers+

* Partner reationship

"anage"ent* Evauating channe

"e"bers

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Cater#illar !orks $losely !ith its!orld!ide net!ork o"inde#endent dealers to &nd%etter !ays to %ring value to$ustomers


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4 -(

=odays )u""ary

* E


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ot covered areas

* Desi!nin! International Distribution

Channels #p+445'446$

* 0UBIC 07IC8 9D DIST3IBUTI7

D(CISI7S #p+44&$

* M93K(TI/ 7/ISTICS 9D SU008

C-9I M99/(M(T #p+44:'465$

s 2015 Chap 10 Marketing Channel 2014-5

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Transcript of s 2015 Chap 10 Marketing Channel 2014-5