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1 Designing and Managing Integrated Marketing Channels Anthony T. Medalla Ateneo Graduate School of Business December 8, 2009
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Designing and Managing Integrated Marketing Channels
Anthony T. MedallaAteneo Graduate School of Business
December 8, 2009
Outline:Designing and Managing Integrated Marketing Channels
1. Importance of marketing channels and values network
2. Understanding customer needs and value network
3. The role of marketing channels 4. Channel design decisions
5. Establishing objectives and Constraints
Outline:Designing and Managing Integrated Marketing Channels
6. Identifying and Evaluating Major Channel Alternatives
7. Channel management decisions8. Channel integration systems9. Conflict, cooperation and competition10. E-commerce marketing practices
Designing and Managing Integrated Marketing Channels
Designing and Managing Integrated Marketing Channels
Designing and Managing Integrated Marketing Channels
1. Importance of marketing channels and values network
1. Importance of marketing channels and values network
2. Understanding customer needs and value network
2. Understanding customer needs and value network
3.The role of marketing channels
0 Level
1 Level
2 Level
3 Level
4.Channel Design Decisions
Analyzing Customer Needs
5.Establishing Objectives and Constraints
Channels
Objectives
Prepare larger environment
Product
6.Identifying and Evaluating Major Channel Alternatives
Exclusive Distribution Selective Distribution Intensive Distribution
Selecting Channel Members
7.Channel Management Decisions
8.Channel Integration and Systems
Vertical Horizontal Integrated Multi Channel
9.Conflict, Cooperation and Competition
Conflict VS
Cooperate
Competition
10.E-Commerce Marketing Practices
Pure-Click Brick-Click M-Commerce
Summary: Designing and Marketing Integration Marketing Channels
think
Marketing channel
Summary: Designing and Marketing Integration Marketing Channels
think
Revenue will knock
Summary: Designing and Marketing Integration Marketing Channels
Consider customer needs
Summary: Designing and Marketing Integration Marketing Channels
cooperate
think
Revenue will knockConsider customer needs
Good channel partner
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Designing and Managing Integrated Marketing Channels
Anthony T. MedallaAteneo Graduate School of Business
December 8, 2009
