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Lecture_4

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Service sector channels

Health services

Educational services

Entertainment services Telecom services

Financial services

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Information highway channels

Postal, mail, telegraph, fax, telephone, Radio,TV, Cable, Satellite, Internet, Wireless..

These channels require support of Contentcompanies, Consumer devicecompanies,Componentscompanies, and conduitcompanies

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Information channels

Content companies:PTC

Consumer devices companiesNokia

Component companies:ICI

Conduit companies: U-fone

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Major elements of Channel designprocess

Segmentationdefine service outputdemands by segment;-(two different soft

drink buyers) Identify environmentalcharacteristics and constraints (poorinfrastructure)

Positioningdefine the optimal (numbers)

channel to serve the segment, also calledconfiguring the channel.

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If you were happy before you knew someone, you can be happywhen they're gone. You can't be happy if you're still holding ontopeople that have already moved on. Keeping baggage from the pastwill leave no room for happiness in the future. Cry as much as youwant to, but just make sure when you're finished, you never cry forthe same reason again. Know your worth. Know when you have hadenough. And move on from the people who keep chipping away atyour happiness.

FOOD FOR THOUGHT

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Channel design Process

Targeting/ focusdecide what segments totarget and what segments to ignore. In a

pharma product company focus may be on Aclass towns, govt. hospitals etc.

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Channel Design Factors

Product mix, and nature of product

Marketing mix elements

Extent of market coverage Service levels planned

Cost constraints / affordability

Control of channel functions

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Channel Design Process

Define customer needs

Lot size

Waiting time

Spatial convenience

Product variety

Service back up

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Channel Design Factors

Product mix, and nature of product

Marketing mix elements

Extent of market coverage Service levels planned

Cost constraints / affordability

Control of channel functions

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Channel Design Process

Define customer needs

Lot size

Waiting time

Spatial convenience

Product variety

Service back up

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Channel Design Process

Define customer needs

Lot size

Waiting time

Spatial convenience

Product variety

Service back up

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Channel Design process

Establish Objectives & constraintson thebasis of cost target and service output levels.

Consider product characteristics andchannel strengths & weakness.

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Channel Design Process

Identify major channel alternatives.

Types of Intermediaries

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If you lie to me, keep lying don'thurt me by suddenly telling thetruth

THANK YOU ANY ???????