Date post: | 16-Aug-2015 |
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Marketing |
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What is a MARKETING CHANNEL SYSTEM & VALUE NETWORK
A presentation based on the chapter : Designing and Managing Integrated Marketing Channels .
JALAJ GARG IIT-GUWAHATI
What is a Marketing Channel ??
MARKETING CHANNELS : are sets of independent organizations participating in the process of making a product or services available for use or consumption .
They are the set of PATHWAYS a product or service follows after production , culminating in purchase and consumption by the final end user
THE IMPORTANCE OF CHANNELS
A Marketing Channel System is the particular set of marketing channels
a firm employs and takes management decisions regarding
these channels .
Marketing Channels represent a substantial Opportunity Cost
Yet another CHIEF ROLE :
CONVERTING POTENTIAL BUYERS TO PROFITABLE CUSTOMERS
Different forms of Intermediaries :
In management of Intermediaries , two strategies
used are :
In management of Intermediaries , two strategies
used are :
PUSH STRATEGY 1
In management of Intermediaries , two strategies
used are :
PULL STRATEGY 2
MULTICHANNEL MARKETING :
MULTICHANNEL MARKETING OR HYBRID CHANNELS occurs when a single firm uses two or more marketing channels to reach customer
segments .
Now , what is a Value Network ??
A VALUE NETWORK is a system of partnerships and alliances that a firm creates to source , augment , and deliver its
offerings .
It includes :
The Firm
Firm’s immediate consumer
Firm’s End Consumers
Firm’s Supplier
Supplier’s Supplier
To be continued with the Role of marketing channels in the next presentation These slides were Created by Jalaj Garg, IIT Guwahati, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow.( see www.IIMInternship.com)