ROLE OF MARKETING CHANNELS

Presentation based on the Chapter : Designing and Marketing Integrated Marketing Channels

What work do marketing channels perform ?

They perform the work of moving goods from producers to the consumers and this overcomes the following gaps which separate goods and services from those who need or want them .

TIME GAP PLACE GAP POSSESION GAP

Other functions Channels perform are :

Gather Information about Potential and Current Customers, Competitors, and other actors and forces in the marketing environment

Develop and Disseminate persuasive communications to stimulate purchasing

Negotiate and reach agreements on price and other terms so that transfer of ownership or possession can be affected

Place orders with manufacturers

Reduces waiting time for the consumers

Assuming Risks connected with carrying out channel networks

A silicon valley model

Provide for the successive storage & movements of physical products

Provide for buyers’ payment of their bills through banks and other financial institutions

Acquire the funds to finance inventories at different levels in the marketing channel

AN EXAMPLE

Apollo hospitals , one of the largest and most respected hospital chains in Asia with about 8,500 beds across 54 Hospitals within and outside India , provides high standards of patient care and reach across India through multiple modes, such as Apollo Reach Hospitals for small towns and Apollo clinics ( about 60 ) in different parts of large cities, which already have a large base hospital . Through Apollo clinics Street , the hospital works with leading health care organizations to tackle the Financial and IT challenges facing health care in 12 global centers. In addition , Apollo Global Projects Consultancy , the planning , implementation , and operations management arm of the Apollo Hospitals Group , provides advise to investors, governments, and other entities in the field of health care .

These slides were Created by Jalaj Garg, IIT Guwahati, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow.( see www.IIMInternship.com)