1 marketing channels introduction berman chapter 1 version 3.0
TRANSCRIPT
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MARKETING CHANNELS
Introduction
Berman Chapter 1
Version 3.0
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Introduction
• 1. Marketing Channels defined
• 2. Functions Performed by Intermediaries
• 3. Alternative Channel Structures
• 4. Characteristics of Channel Relationships
• 5. Importance of Channel Management to the Firm
• 6. Importance of Channel Management to the Economy
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1. Channel ManagementDefinition
• an organized network or system
• of agencies and institutions
• performing activities
• to link producers with users
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1. Marketing ChannelsComponents
• organized network or system– sharing common objectives– concerning customer service and product image– independently owned / integrated strategy– long term contracts– common goals
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1. Marketing ChannelsParticipants
• Channel Participants– agencies and institutions– intermediaries
• manufacturers
• wholesalers
• retailers
– facilitators• research, physical distribution, financing,
advertising
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1. Marketing Channels Activities
• physical possession• ownership• promotion• negotiation
• financing• risking• ordering• payment
linkage of producers and users
conventional channelsfranchisescontract pricing
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1. Marketing ChannelsRelationships
• Retailing - sales of goods and services to end users
• Wholesaling - sales for resale
• Physical Distribution - movement of finished goods inventory to channel members
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2. Intermediary Functions
• sorting - breaking bulk and contactual efficiency
• mass distribution
• customer contact
• credit
• market research
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2. Channel Functions
• can be shifted among members
• cannot be eliminated
• Bucklin’s system of service outputs– spatial convenience or market decentralization– lot size– product variety or assortment breadth– waiting or delivery time
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3. Alternative Channel Structures
• channel specialization
• competitive advantage tasks– short (direct) vs long (indirect) channels– channel width - intensity
• intensive - selective - exclusive
– dual channels
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4. Special Channel Characteristics
• member divided loyalty - suppliers and customers
• selling to (push) and selling through (pull)
• long term relationships
• relationship marketing ( partnering)
• high switching costs– direct and indirect
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5. Channel Importance
• Competitive Advantage
• Channel Based Strategy
• Relationships of firms– areas of management levels, marketing, sales,
advertising, products, physical distribution, market research, legal, controller, manufacturing, production control, engineering, etc
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5. Channel ImportanceCompetitive Advantage
• exclusive distribution
• dual channels
• non-traditional channels
• access to broad network
• technology
• superb customer service
• low cost distribution
• access to a specialized markets
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6. Channel Management Importance to the Economy
• Product Planning
• Pricing Management
• Promotion Management
• Channel Values
• Employment
• Sales
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6. Channel ImportanceProduct Planning
• new products / same channel
• new products / same members
• existing members / new channels
• channel members / product recall
• new products / shelf space
• products services/ franchises / image
• specialized products / small markets
• refusal to sell
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6. Channel ImportancePricing Management
• wholesaler / retailer profit margins
• price reductions / retailers list price
• gray markets / transshipping
• quantity discounts / maximize share
• discounters pricing / full service retailers
• seasonal discount structure / retailer order
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6. Channel ImportancePromotion Management
• push / pull budgeting
• advertising, public relations, sales promotion mix
• coop advertising plan
• sales contests, other promotions
• wholesaler quotas