Date post: | 19-Jan-2015 |
Category: |
Business |
Upload: | mimosa-sto-domingo |
View: | 1,351 times |
Download: | 3 times |
www.mimistodomingo.blogspot.com
Designing and Managing Integrated Marketing
Channels
Mimosa O. Sto. DomingoSeptember 17, 2013
www.mimistodomingo.blogspot.com
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
www.mimistodomingo.blogspot.com
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.
www.mimistodomingo.blogspot.com
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
www.mimistodomingo.blogspot.com
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
www.mimistodomingo.blogspot.com
Example of Concept 2
Push Strategy
Example of Concept 3
Pull Strategy
www.mimistodomingo.blogspot.com
Concept 4
Consumer Marketing Level
www.mimistodomingo.blogspot.com
Concept 5
The Value-Adds vs. Costs of Different Channels
www.mimistodomingo.blogspot.com
Concept 6:
Pure-click
Brick-and-click
E-Commerce M-Commerce
www.mimistodomingo.blogspot.com
Example of Concept 6:
Pure-click Brick-and-click
E-Commerce
www.mimistodomingo.blogspot.com
Example of Concept 6:
M-Commerce
www.mimistodomingo.blogspot.com
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.