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Designing and Managing Integrated
Marketing Channels
Marketing Management, 13th ed
15
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-2
Chapter Questions
• What is a marketing channel system and value network?
• What work do marketing channels perform?• How should channels be designed?• What decisions do companies face in
managing their channels?• How should companies integrate channels
and manage channel conflict?• What are the key issues with e-commerce?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-3
Philips Emphasizes Value Delivery
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-4
What is a Marketing Channel?
A marketing channel system is the particular set of interdependent
organizations involved in the process of making a product or service available
for use or consumption.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-5
Channels and Marketing Decisions
• A 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.
• A pull strategy uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-6
Aldi Adjusted Its Strategy for the U.S. Market
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-7
Buyer Expectations for Channel Integration
• Ability to order a product online and pick it up at a convenient retail location
• Ability to return an online-ordered product to a nearby store
• Right to receive discounts based on total online and offline purchases
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-8
Categories of Buyers
Habitual shoppers
High value deal seekers
Variety-loving shoppers
High-involvement shoppers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-9
Types of Shoppers
• Service/quality customers• Price/value customers• Affinity customers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-10
Channel Member Functions
• Gather information• Develop and disseminate persuasive
communications• Reach agreements on price and terms• Acquire funds to finance inventories• Assume risks• Provide for storage• Provide for buyers’ payment of their bills• Oversee actual transfer of ownership
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-11
Figure 15.2 Marketing Channel Flows
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-12
Figure 15.3 Consumer Marketing Channels
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-13
Figure 15.3 Industrial Marketing Channels
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-14
Designing a Marketing Channel System
Analyze customer needs
Evaluate major channel alternatives
Identify major channel alternatives
Establish channel objectives
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-15
Channel Service Outputs
Lot size
Waiting/delivery time
Spatial convenience
Product variety
Service backup
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-16
Identifying Channel Alternatives
Types of
intermediaries
Number of
intermediaries
Terms and
responsibilities
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-17
Number of Intermediaries
Exclusive
Selective
Intensive
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-18
Terms and Responsibilities of Channel Members
• Price policy• Condition of sale• Distributors’ territorial rights• Mutual services and responsibilities
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-19
Figure 15.4 The Value-Adds vs. Costs of Different Channels
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-20
Figure 15.5 Break-Even Chart for the Choice Between a Company Sales Force
and Manufacturer’s Sales Agency
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-21
Channel-Management Decisions
Selecting channel members
Training channel members
Motivating channel members
Evaluating channel members
Modifying channel members
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-22
Channel Power
• Coercive
• Reward
• Legitimate
• Expert
• Referent
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-23
Channel Integration and Systems
Vertical marketing systems
• Corporate VMS• Administered VMS• Contractual VMSHorizontal
marketing systemsMultichannel
systems
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-24
What is Channel Conflict?
• Channel conflict occurs when one member’s actions prevent another channel from achieving its goal.
• Types of channel conflict• Vertical• Horizontal• Multichannel
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-25
Causes of Channel Conflict
Goal incompatibility
Unclear roles and rights
Differences in perception
Intermediaries’ dependence
on the manufacturer
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-26
Table 15.3 Strategies for Managing Channel Conflict
• Adoption of superordinate goals
• Exchange of employees
• Joint membership in trade associations
• Cooptation• Diplomacy• Mediation• Arbitration• Legal recourse
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-27
Coach Avoids Brand Dilution
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-28
e-Commerce Marketing Practices
• Pure-click• Brick-and-click
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-29
Marketing Debate
Does it matter where you are sold?
Take a position:1. Channel images do not really affectthe brand images of the products theythey sell that much.
or
2. Channel images must be consistent withthe brand image.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-30
Marketing Discussion
Think of your favorite retailers. How have they integrated their
channel system? How would you like their channels to
be integrated? Do you use multiple channels from
them? Why?