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TOP 10 Learning Concepts
Chapter 15: Designing and Managing Integrated Marketing Channels
Medina, Anna Liza O.15 April 2011
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Contents:
Concept 1: Importance & Development of Channels Concept 2: Types of Customers Concept 3: Channel Functions & Flows Concept 4: Channel Levels Concept 5: Channel – Design Decision Concept 6: Identifying & Evaluating Major Channel
Alternatives Concept 7: Channel-Mangement Decisions Concept 8: Channel Integration & Systems Concept 9: Channel Conflict Concept 10: E-Marketing
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Concept 1: Importance & Development of Channels
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Role of Marketing Channels: potential buyers profitable customers
Concept 1: Importance & Development of Channels
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
PUSH STRATEGY:
• Example: Trade Promotion
• Intermediaries / executions that carry, promote, advocate or sell to end users
•Common with products that have low brand loyalty
Concept 1: Importance & Development of Channels
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
PULL STRATEGY:
• Example: Advertising & Promotion
• Appropriate for high brand loyalty and involvement in the category
Concept 2: Types of Customers
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Concept 3: Channel Functions
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
ChannelMember
FunctionsGatherInfo
PersuasiveComm.
Price &
Terms
FinanceInventories
AssumeRisks
Provide StorageBuyers
PaymentOf bills
OverseeActual
TransferOf ownership
Concept 3: Channel Flows
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
2 Types
Forward Flow:
Activity stems from the company Consumer
Backward Flow:
Activity from the Consumer Company
Concept 4: Channel Levels
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Zero level ChannelOne level Channel Three level Channel
Manufacturer
Final Customer
e.g. Mail order, Telemarketing,Internet selling etc
Retailer
Customer
e.g. Wholesaler & Retailer
3+ Intermediaries
Customer
e.g. Wholesalers Jobbers small retailers
Concept 5: Channel – Design Decision
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Concept 6: Identifying & Evaluating MajorChannel Alternatives
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Exclusive Distributorship: •Distributed exclusively in one intermediary
Concept 6: Identifying & Evaluating MajorChannel Alternatives
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Selective Distributorship:•Brands are only carried in two or three intermediaries
Concept 6: Identifying & Evaluating MajorChannel Alternatives
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Intensive Distribution: • can be found in sari-sari stores, groceries and S&R
Concept 7: Channel Management Decisions
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Selecting Channel Members
Training and MotivatingChannel Members
Evaluating Channel Members
Modifying Channel DesignAnd Arrangements
Concept 8: Channel Integration & Systems
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
WHAT IS
WHAT IS
Concept 9: Channel Conflict
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Concept 10: E-Commerce Marketing Practices
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Pure – Click & Brick ClickCompanies
Search Engines
Internet Service Provider
Commerce Sites
Transaction Site
Content Site
Enabler Sites
Concept 10: E-Commerce Marketing Practices
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
Brick and Click Companies
Search Engines
Internet Service Provider
Commerce Sites
Transaction Site
Content Site
Enabler Sites
Summary: Marketing channel decissions are critical There are many ways / approaching in reaching
your market Marketing channels are characterized by
continous change Marketing channel trends: VMS, Horizontal
Marketing and Multichannel marketing systems All marketing channels have the potential for
conflict and competition E-Commere: We must recognize the strength of
on-line and off-line selling
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
TOP 10 Learning Concepts
Chapter 15:Designing and Managing Integrated Marketing Channels
Medina, Anna Liza O.15 April 2011
http://annalimedina.blogspot.comKotler, Keller, Marketing Management,
13th ed.
