designing and managing integrated marketing channels-009

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CHANNEL LEVELS Victoria U. Poquiz February 04, 2014 DESIGNING AND MANAGING INTEGRATED MARKETING CHANNELS

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Page 1: Designing and Managing Integrated Marketing Channels-009

CHANNEL LEVELS

Victoria U. PoquizFebruary 04, 2014

DESIGNING AND MANAGING INTEGRATED MARKETING CHANNELS

Page 2: Designing and Managing Integrated Marketing Channels-009

1. What is a Marketing Channel?

2. Levels in a Channel

3. Example

a. Pascual Laboratories

4. Summary

Outline:

MARKETING CHANNEL

Page 3: Designing and Managing Integrated Marketing Channels-009

Particular set of interdependent organizations involved in the process

of making a product or service available for use or consumption

1. What is a Marketing Channel?

Man. Dealer Cust.

Man. Transporter Dealer Cust.

Page 4: Designing and Managing Integrated Marketing Channels-009

2. Consumer Marketing Channels

Page 5: Designing and Managing Integrated Marketing Channels-009

A. Pascual Laboratories

A. Poten-cee

3. Example

Page 6: Designing and Managing Integrated Marketing Channels-009

3a. Pascual Laboratories

PascualLaboratories

PascualLaboratories

ConsumerConsumer

PascualLaboratories

PascualLaboratories

ConsumerConsumer

NeighborhoodPharmacy

NeighborhoodPharmacy

PascualLaboratories

PascualLaboratories

ConsumerConsumer

NeighborhoodPharmacy

NeighborhoodPharmacy

Mercury Drug

Mercury Drug

Page 7: Designing and Managing Integrated Marketing Channels-009

1. From Manufacturer to Consumer

2. Multiple Channels

3. Each Channel has Levels

1. Direct Marketing

2. 1-Level

3. 2-Level

4. Summary

Marketing Channel