Post on 10-Dec-2014
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Designing & Managing Integrated Marketing Channels
Kristoffer Z. JongcoMarketing Management
www.kristofjongco.blogspot.com
Outline:
1. Defining Marketing Channels2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
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Outline:
7. Identify & Evaluate Major Channel Alternatives
8. Channel Management Decisions9. Channel Integration & Systems10. Channel Conflict, Cooperation &
Competition
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Designing and Managing Integrated Marketing
Channels(10 Things to Remember)
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Outline:
1. Defining Marketing Channels2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
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1. Marketing Channels
Means by which firms attempt to inform, persuade, and remind consumers, directly or
indirectly, about the products and brands they sell
Outline:
1. Defining Marketing Channels2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
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2. Importance of Marketing Channels
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Increase ProfitsNew Ideas
Outline:
1. Defining Marketing Channels2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
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3. Understand Customer Needs
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Customers Product/Services
Outline:
1. Defining Marketing Channels2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
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4.Role of Marketing Channels
0 Level
1 Level
2 Level
3 Level
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Manufacturer
Industrial Customer
Industrial Distributor
Manufacturer’s Sales Branch
Outline:
1. Defining Marketing Channels2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
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5.Channel Design Decisions
Analyze Customer Needs
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Decisions
Outline:
1. Defining Marketing Channels2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
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6.Establish Objectives & Constraints
Channel
Objective
Prepare for larger environment
Product
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Outline:
7. Identify & Evaluate Major Channel Alternatives
8. Channel Management Decisions9. Channel Integration & Systems10. Channel Conflict, Cooperation &
Competition
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7.Identify & Evaluate Major Channel Alternatives
Exclusive DistributionSelective Distribution Intensive Distribution
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Outline:
7. Identify & Evaluate Major Channel Alternatives
8. Channel Management Decisions9. Channel Integration & Systems10. Channel Conflict, Cooperation &
Competition
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SelectTrainMotivateEvaluateModify
8.Channel Management Decisions
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CHANNEL
MEMBERS
Outline:
7. Identify & Evaluate Major Channel Alternatives
8. Channel Management Decisions9. Channel Integration & Systems10. Channel Conflict, Cooperation &
Competition
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9.Channel Integration & Systems
Vertical System
Horizontal System Multi Channel System
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Outline:
7. Identify & Evaluate Major Channel Alternatives
8. Channel Management Decisions9. Channel Integration & Systems10. Channel Conflict, Cooperation &
Competition
www.kristofjongco.blogspot.com
10. Channel Conflict, Cooperation & Competition
Conflict
Cooperate
Competition
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Summary: Designing and Marketing Integration Marketing Channels
Cooperate
Think
Customer NeedsChannels
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Profit
Decision
Designing & Managing Integrated Marketing Channels
Kristoffer Z. JongcoMarketing Management
www.kristofjongco.blogspot.com