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Designing and Managing Integrated Marketing
Channels
Mimosa O. Sto. DomingoSeptember 17, 2013
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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
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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.
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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
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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
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Example of Concept 2
Push Strategy
Example of Concept 3
Pull Strategy
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Concept 4
Consumer Marketing Level
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Concept 5
The Value-Adds vs. Costs of Different Channels
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Concept 6:
Pure-click
Brick-and-click
E-Commerce M-Commerce
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Example of Concept 6:
Pure-click Brick-and-click
E-Commerce
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Example of Concept 6:
M-Commerce
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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.
