what is a marketing channel system and value network
TRANSCRIPT
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What is a MARKETING CHANNEL SYSTEM & VALUE NETWORK
A presentation based on the chapter : Designing and Managing Integrated Marketing Channels .
JALAJ GARG IIT-GUWAHATI
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What is a Marketing Channel ??
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MARKETING CHANNELS : are sets of independent organizations participating in the process of making a product or services available for use or consumption .
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They are the set of PATHWAYS a product or service follows after production , culminating in purchase and consumption by the final end user
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THE IMPORTANCE OF CHANNELS
A Marketing Channel System is the particular set of marketing channels
a firm employs and takes management decisions regarding
these channels .
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Marketing Channels represent a substantial Opportunity Cost
Yet another CHIEF ROLE :
CONVERTING POTENTIAL BUYERS TO PROFITABLE CUSTOMERS
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Different forms of Intermediaries :
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In management of Intermediaries , two strategies
used are :
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In management of Intermediaries , two strategies
used are :
PUSH STRATEGY 1
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In management of Intermediaries , two strategies
used are :
PULL STRATEGY 2
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MULTICHANNEL MARKETING :
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MULTICHANNEL MARKETING OR HYBRID CHANNELS occurs when a single firm uses two or more marketing channels to reach customer
segments .
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Now , what is a Value Network ??
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A VALUE NETWORK is a system of partnerships and alliances that a firm creates to source , augment , and deliver its
offerings .
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It includes :
The Firm
Firm’s immediate consumer
Firm’s End Consumers
Firm’s Supplier
Supplier’s Supplier
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To be continued with the Role of marketing channels in the next presentation These slides were Created by Jalaj Garg, IIT Guwahati, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow.( see www.IIMInternship.com)