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+Top 10 Concepts
Chapter 15: Designing and Managing Integrated Marketing Channels
Rose Ann S. PalmaAteneo Graduate School of Business
May 2010
+Outline1. Push and pull marketing strategies can do
wonders for products and services.
2. Employing hybrid channels increases a company’s chances of success.
3. Several channel levels can be involved in the flow of products from the source to the user.
4. Marketing channels are not limited to physical goods.
5. To customers, the channels are the company.
+Outline1. Manufacturers have power over their channels.
2. Channel systems are dynamic.
3. Periodic Evaluation and Modification of Channel Designs and Arrangements are Necessary.
4. Brand Image Matters
5. Technological advances gave rise to E-commerce marketing
+ 1. Push and pull marketing strategies can do wonders for products and services.
Manufacturer’s sales force
Low brand loyalty
Impulse item
Advertising and promotion
High brand loyalty
+ 2. Employing hybrid channels increases a company’s chances of success.
Increase number of “go-to-market”
Channel integration can be expected
+ 3. Several channel levels can be involved in the flow of products from the source to the user.
Zero- level One-level Two-level Three- level
+ Examples: Concept 4
Kottler:
Medical – The Medical City, The Doctors
Local – ABS-CBN, Melanie Marquez
+Examples: Concept 5
Kottler:
Medical – Delos Santos Medical Center (G.R. No. 124354 )
Local – Xend Express
+7. Channel systems are dynamic.
Vertical Marketing Systems
Horizontal Marketing Systems
Multichannel Systems
+Examples: Concept 7
Kottler:
Medical – Starbucks and other Coffee Shops
Local – BPI and other banks
+ 8. Periodic Evaluation and Modification of Channel Designs and Arrangements are Necessary.
Make changes if not working
+Outline1. Push and pull marketing strategies can do
wonders for products and services.
2. Employing hybrid channels increases a company’s chances of success.
3. Several channel levels can be involved in the flow of products from the source to the user.
4. Marketing channels are not limited to physical goods.
5. To customers, the channels are the company.
+Outline1. Manufacturers have power over their channels.
2. Channel systems are dynamic.
3. Periodic Evaluation and Modification of Channel Designs and Arrangements are Necessary.
4. Brand Image Matters
5. Technological advances gave rise to E-commerce marketing
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