marketing channels chapter 1 marketing channels structure and functions

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  • Marketing ChannelsChapter 1

    Marketing Channels Structure and Functions

  • Marketing Channels DefinitionMarketing Channels are the routes or ways to market product and services thatconsumers and business buyers purchase.

    Marketing channels can also be set ofinterdependent organizations involved in the process of making a product or service available for the use of consumption.

  • Why do marketing channels exists and changeDemand-Side factorsUncertainty of customerUncertainty of producerAdjustment of Assortment DiscrepancySortingAccumulationAllocationAssorting

  • Why do marketing channels exists and changeSupply-Side FactorsRoutinization Of TransactionCRP (Continues Replenish System)Reduction in number of ContactsCost effectivenessEasy HandlingValue Addition

  • Reduction in Contacts

  • What is the Work of Marketing ChannelsFlow of Marketing ChannelsProducers

    Distributors

    Whole Seller

    Retailer

    Consumer

  • Marketing Channels Flow

  • A Framework For Channel AnalysisChannels SegmentationStructure DecisionsSplitting the Work LoadDegree of CommitmentGap AnalysisIdentifying Power SourcesChannels ConflictGoal of Channel coordinationInsights for Specific Institutions

  • Service Output Demand Differences

  • Framework of Channel Design and ImplementationChannel Design Process

    SegmentationRecognize RespondTarget customerService Output demandDecision about efficient Channel Response

  • Framework of Channel Design and ImplementationChannel Design ProcessChannel StructureWhat kind of intermediaries are in my channel ?Who are they ?How many of them ?Splitting the work loadDefine responsibilitiesArea of specialization

  • Framework of Channel Design and ImplementationChannel Design ProcessDegree of CommitmentDistribution AllianceVertical Integration/OwnershipGap AnalysisWhat do I have to change ?

  • Framework of Channel Design and ImplementationChannel Implementation ProcessChannel PowerIdentify SourcesChannel ConflictIdentify actual and potential source Manage/Defuse ConflictUse Power Source Goal Channel Coordination

  • Framework of Channel Design and ImplementationChannel Design Channel Implementation

    Insights for Specific Channel Institutions Retailing, Wholesaling and logistics, Franchising

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