kotler framework 5e chapter 13
TRANSCRIPT
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Chapter Questions
What is a marketing channel system and valuenetwork?
What work do marketing channels perform?
What decisions do companies face indesigning, managing, and integrating their
channels?
What key issues do marketers face with e-
commerce and m-commerce?
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What is a Marketing Channel?
A marketing channelsystem is the
particular set of interdependent
organizations involved in the process of
making a product or service available foruse or consumption.
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Intermediaries
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Channels and
Marketing Decisions
A push strategy uses the manufacturerssales force, trade promotion money, andother means to induce intermediaries to
carry, promote, and sell the product to endusers
A pull strategy uses advertising, promotion,and other forms of communication to
persuade consumers to demand the productfrom intermediaries
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Buyer Expectations for
Channel Integration
Ability to order a product online and pick it up
at a convenient retail location
Ability to return an online-ordered product to a
nearby store Right to receive discounts based on total
online and offline purchases
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Figure 13.1 Marketing Flows
in the Marketing Channel
for Forklift Trucks
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Marketing Channel Levels
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Figure 13.2 Consumer Markets
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Figure 13.2 Industrial Markets
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Reverse-Flow Channels
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Designing a
Marketing Channel System
Analyze customer needs
Establish channel objectives
Identify major channel alternatives
Evaluate major channel alternatives
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Identifying Channel Alternatives
Types of intermediaries
Number of intermediaries
Terms and responsibilities
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Number of Intermediaries
Exclusive
Selective
Intensive
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Terms and Responsibilities
of Channel Members
Price policy
Condition of sale
Distributors territorial rights
Mutual services and responsibilities
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Figure 13.3 The Value-Adds versus
Costs of Different Channels
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Channel-Management Decisions
Selecting channel members
Training channel members
Motivating channel members
Evaluating channel members
Modifying channel members
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Channel Power
Coercive
Reward
Legitimate
Expert
Referent
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Channel Integration and Systems
Vertical marketing
systems
Corporate VMS
Administered VMS Contractual VMS
Horizontal
marketing systems
Multichannel
systems
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Integrated Marketing Channel
System
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Channel Conflict
What types of conflict arise in channels?
What causes conflict?
What can marketers do to resolve it?
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Causes of Channel Conflict
Goal incompatibility
Unclear roles and rights
Differences in perception
Intermediaries dependence on manufacturer
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E-Commerce
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Pure-click
Brick-and-click
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M-Commerce
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For Review
What is a marketing channel system and valuenetwork?
What work do marketing channels perform?
What decisions do companies face indesigning, managing, and integrating their
channels?
What key issues do marketers face with e-
commerce and m-commerce?
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 13-26