marekting channels&value networks
TRANSCRIPT
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How should companies
integrate channels andmanage channel conflict?
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Channel Integration and Systems
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A conventional marketing channel comprises an
independent producer, wholesaler(s), andretailer(s)
Conventional Marketing Channel
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Vertical Marketing System
Comprises the producer, wholesaler(s) and
retailer(s) acting as a unified system. One
channel member, the channel captain, owns theothers or franchises them or has so much
power that they all corporate.
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Corporate VMS
Combines stages of production, anddistribution under single ownership.
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Administered VMS
Coordinates successive stages ofproduction and distribution through the
size and power of one the members
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Administered VMS
Coordinates successive stages ofproduction and distribution through the
size and power of one the members
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Distribution programming
Building a planned, professionallymanaged vertical marketing system that
meet the needs of both the
manufacturer and the distributors.
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Contractual VMS
Consist of independend firms atdifferent levels of production and
distribution integrating their programs
on a contractual basis to obtain more
economies or salesimpact than theycould achieve alone.
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Wholesaler-sponsored voluntaryChains
Retailer Cooperatives
Franchise Organizations
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Horizontal Marketing System
2 or more unrelated companies put together
resources or programs to exploit an emergingmarketing opportunity.
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Multiichannel Marketing Systmes
Occurs when a single firm uses 2 or more
marketing channels to mreach customersegments.
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Strategic Marketingchannel system
Strategies and tactics of selling throughone channel reflect the strategies of
selling through other channels.
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By adding more channels, companies can gain
3 important benefits.
Increase market coverage
Lower channel cost
More customized selling
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Conflict, Cooperation, and Competition
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Channel conflict
Generated when one channel members
actions prevent the channel from achieving itsgoal
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Channel cooridnation
Occurs when channel memebers are brought
together to adbvance the goals of the channel,as opposed to their own potentially
incompatible goals
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Types of conflict andcompetition
Vertical Channel conflict
- between different levelswith in the same channel
Horizontal Channel conflict
- between members at the same level with in the channel
Multichannel conflict
- Exist when manufacturers has established 2 or more
channels that sell to the same market.
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Causes of Channel Conflict
Goal Incomapatibility
Unclear roles and rights
Deferences in perception
Intermediaries dependence on themanufacturer
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Adoption of superordinate goals
Exchange persons between 2 or more channel
levels
Co-optation
Diplomacy, mediatiorn or arbitration
Managing Channel Conflict