Chapter 15: Designing and Managing Integrated Marketing Channels

www.mimistodomingo.blogspot.com

Designing and Managing Integrated Marketing

Channels

Mimosa O. Sto. DomingoSeptember 17, 2013

1. Marketing Channel System 2. Pull Strategy3. Push Strategy4. Consumer Marketing Level5. The Value-Adds vs. Costs of

Different Channels6. E-Commerce and M-Commerce

Outline:

6 Marketing Concepts

Concept 1

Marketing Channel System

A marketing channel system is the particular set of interdependent organizations

involved in the process of making

a product or serviceavailable for use or consumption.

Example of Concept 1

Marketing Channel System

Motorola mobile phones

Independents

CarphoneWarehouse

The LinkPhones 4 U

Network providers retail

outlets

Vodafone02

Online

Motorola websiteRetailers website

Concept 2

Push Strategy• uses the manufacturer’s

sales force, trade promotion money, and other means to induce intermediaries to carry, promote, and sell the product to end users

Concept 3

Pull Strategy• uses advertising,

promotion, and other forms of communication to persuade consumers to demand the product from intermediaries

Push Strategy

Pull Strategy

Concept 4

Consumer Marketing Level

Concept 5

The Value-Adds vs. Costs of Different Channels

Concept 6:

Pure-click

Brick-and-click

E-Commerce M-Commerce

Example of Concept 6:

Pure-click Brick-and-click

E-Commerce

Example of Concept 6:

M-Commerce

1. Marketing Channel System 2. Push Strategy3. Pull Strategy4. Consumer Marketing Level5. The Value-Adds vs. Costs of

Different Channels6. E-Commerce and M-Commerce

Summary:

6 Marketing Concepts

Reference: Kotler & Keller 14th. ed.

Chapter 15: Designing and Managing Integrated Marketing Channels

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