delivering value: designing and managing integrated marketing channels
TRANSCRIPT
INTEGRATED MARKETING CHANNELS
VALUEDELIVERING
LESLIE BAYONAATENEO GRADUATE SCHOOL OF BUSINESS14 MARCH 2017
DESIGNING & MANAGING
Q&A 1. What is a marketing channel system and value network?
2. What work do marketing channels perform?
3. How should channels be designed?
4. What decisions do companies integrate channels and manage channel conflict?
5. What are the key issues with e-commerce / m-commerce?
??
Source: Marketing Management 14th Edition by Kotler Keller
1. Marketing Channels and Value Networks 1.1.The Importance of Channels 1.2.Hybrid Channels and Multichannel Marketing 1.3.Value Networks
2. The Role of Marketing Channels 2.1.Channel Functions and Flows 2.2.Channel Levels 2.3.Service Sector Channels
4. Channel-Design Decisions 4.1.Analyzing Customer Needs and Wants 4.2.Establishing Objectives and Constraints 4.3.Identifying Major Channel Alternatives
4.3.1.Types of Intermediaries 4.3.2.Number of Intermediaries
4.4.Evaluating Major Channel Alternatives
5. Channel-Management Decisions 5.1.Selecting Channel Members 5.2.Training and Motivating Channel Members 5.3.Evaluating Channel Members
5.4.Modifying Channel Design and Arrangements 5.5.Channel Modification Decisions 5.6.Global Channel Considerations
6. Channel Integration and Systems 6.1.Vertical Marketing Systems 6.2.Horizontal Marketing Systems 6.3.Integrating Multichannel Marketing Systems
7. Conflict, Cooperation, and Competition 7.1.Types of Conflict and Competition 7.2.Causes of Channel Conflict 7.3.Managing Channel Conflict 7.4.Dilution and Cannibalism 7.5.Legal and Ethical Issues in Channel Relations
8. eCommerce Marketing Practices 8.1.Pure-Click Companies 8.2.Brock=and-Click Companies
9. M-Commerce Marketing Practices
DESIGNING & MANAGING INTEGRATED MARKETING CHANNELS
Source: Marketing Management 14th Edition by Kotler Keller
PART 1: INTRODUCTION #ChannelTheMarket #BestNetValue
PART 2: DESIGNING & MANAGING #RiseOfTheOmnipotents
PART 3: INTEGRATING #3CS #EvsMCommerce
Image Source: behance.net
MULTICHANNEL MARKETING
#ChannelTheMarket
Source: Google Images
#ChannelTheMarket
Source: Google Images
VALUE NETWORKS
The effectiveness of a value network is determined by how well the
network produces benefits and increases assets for the company.
#BestNetValue
Sources: smallbusiness.chron.com behance.net
•implements sustainable practices •reduces greenhouse gases •uses renewable energy in many of its stores •reduced waste with new packaging techniques
CASE STUDY
“THE LARGEST (SUSTAINABLE) COMPANY EVER” HUFFINGTON POST
#BestNetValue
Sources: Google ImagesHuffington Post
#BestNetValue
Source: Google
#BestNetValue
Source: Google
#BestNetValue
Source: Google
#BestNetValue
Source: Google
OMNICHANNEL
Retail marketing is changing.
The way we think about and approach retail marketing is changing. Today, success means reaching consumers wherever they are, on whatever device they may be using. Success means connecting with your most important customer: the omni-channel shopper.
Julie KruegerMARCH 2015
#RiseOfTheOmnipotents
Source: Think With Google
A DAY IN THE LIFE OF OMNICHANNEL USERS
#RiseOfTheOmnipotents
Source: Google
OMNICHANNEL
#RiseOfTheOmnipotents
Source: Google
B2CBusiness-to-Consumer
BUY
B2BBusiness-to-Business
BUY
C2CConsumer-to-Consumer
BUY
#EvsMCommerce
#EvsMCommerce
Source: PayMaya
MCOMMERCE#EvsMCommerce
Image Source: Google
MOBILE IS KING
#EvsMCommerce
Image Source: Google
HOTTEST MCOMMERCE TRENDS IN 2017
Augmented and Virtual Reality Coupons and rewards Flash SalesMobile payments today, hands-free tomorrow One-finger shopping
#EvsMCommerce
Source: moovweb.com
BLUETOOTH LOCATOR
SMARTPHONE SIGNALS
FETCH CONTENT FOR USER PROFILE
DISPLAYS PERSONALIZED ADS
#EvsMCommerce
Source: estimote.com
VALUEDELIVERING
THANK YOU!