Phillip Kevin Lane Kotler Keller Marketing Management 14
- Slides: 38
Phillip Kevin Lane Kotler • Keller Marketing Management • 14 e
PPNS SUCCESS Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 2 of 36
a h C e t p 5 1 r Designing and Managing Integrated Marketing Channels
D i f e d e n Marketing Channels Sets of interdependent organizations participating in the process of making a product or service available for use or consumption. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 36
Intermediaries Merchants Agents Facilitators Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 36
Importance of Channels Ultimate Selling Price 30% - 50% Channel Members Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 5% - 7% Advertising Slide 6 of 36
Importance of Channels Push strategy Pull strategy Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 36
Multichannel Marketing (Hybrid) Internet Sales Force Telemarketing Direct Mail Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 36
Value Networks Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 36
Role of Marketing Channels Merchants Agents Contacts Experience Specialization Scale of operation Facilitators Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 36
Channel Functions and Flows Time Place Possession Forward Flow Transportation, communication Information, negotiation, finance, risk taking Backward Flow Ordering, payment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 36
g i F e r u 1. 15 Five Marketing Flows in the Marketing Channel Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 36
Channel Levels Zero-level (Direct marketing) channel Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 36
g i F e r u 2. 15 Channel Levels – Consumer Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 36
g i F e r u 2. 15 Channel Levels – B 2 B Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 36
Channel-Design Decisions Customer wants and needs Objectives and constraints Identifying and evaluate alternatives Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 36
Customer Needs and Wants Price Product Assortment Convenience Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Shopping Goals • Economic • Social • Experiential Slide 17 of 36
g i F e r u 3. 15 What do European Consumers Value Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 36
Channels Service Outputs Spatial Convenience Waiting/ Deliver Time Service Backup Product Variety Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Lot Size Slide 19 of 36
Objectives and Constraints Service Costs Nonstandard Products Bulky Products Installation / Maintenance Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 36
Identify Channel Alternatives Sales Force Distributors Direct Mail Channel Alternatives Telemarketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall • Type of Intermediaries • Number of Intermediaries • Terms and Responsibilities Slide 21 of 36
Identify Channel Alternatives • Type of Intermediaries • Number of Intermediaries • Terms and Responsibilities Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 36
Types of Intermediaries Satellite Radio Manufacturer Dealers OEMs Ray’s Cars Direct to Consumers Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 36
Number of Intermediaries Exclusive Distribution Intensive Distribution Selective Distribution Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 36
Evaluating Channel Alternatives Economic Criteria $4. 07 (Face-to-Face Transaction) $0. 27 (ATM Transaction) $0. 54 (Phone Transaction) Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall $0. 01 (Online Transaction) Slide 25 of 36
F ig e r u 4. 15 Value-Adds vs. Costs of Different Channels Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 36
g i F e r u 5. 15 Break-Even Cost Chart: Company Sales Force vs. Sales Agency Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 36
Channel-Management Decisions Training and Motivating Selecting Channel Members Modifying Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Evaluating Slide 28 of 36
Channel Integration and Systems Horizontal Marketing Systems Integrating Multichannel Marketing Systems Best Buy Blockbuster Disney Amazon . com Disney Store Vertical Marketing Systems Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 29 of 36
g i F e r u 6. 15 The Hybrid Grid Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 of 36
Conflict, Cooperation & Competition Channel Coordination Channel Conflict Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 31 of 36
Channel Conflict Multichannel Conflict Vertical Channel Conflict Horizontal Channel Conflict Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 32 of 36
Managing Channel Conflict Employee Exchange Dual Compensation Legal Recourse Mediation Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 33 of 36
E-Commerce Marketing Practices Brick-and-Click Firms B 2 B E-Commerce Pure-Click Firms Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 34 of 36
M-Commerce Marketing Practices M-Commerce Text Promotions GPS Features Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 35 of 36
Thank you Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 36 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? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 37 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 ecommerce and m-commerce? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 38 of 36
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