Embed Size (px)
DESCRIPTION
Individual Powerpoint Presentation on Chapter 15 Top 10 concepts
Citation preview
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
www.kristofjongco.blogspot.com
Outline:
7. Identify & Evaluate Major Channel Alternatives
8. Channel Management Decisions9. Channel Integration & Systems10. Channel Conflict, Cooperation &
Competition
www.kristofjongco.blogspot.com
Designing and Managing Integrated Marketing
Channels(10 Things to Remember)
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
www.kristofjongco.blogspot.com
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. Communication Platforms2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
www.kristofjongco.blogspot.com
2. Importance of Marketing Channels
www.kristofjongco.blogspot.com
Increase ProfitsNew Ideas
Outline:
1. Communication Platforms2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
www.kristofjongco.blogspot.com
3. Understand Customer Needs
www.kristofjongco.blogspot.com
Customers Product/Services
Outline:
1. Communication Platforms2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
www.kristofjongco.blogspot.com
4.Role of Marketing Channels
0 Level
1 Level
2 Level
3 Level
www.kristofjongco.blogspot.com
Manufacturer
Industrial Customer
Industrial Distributor
Manufacturer’s Sales Branch
Outline:
1. Communication Platforms2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
www.kristofjongco.blogspot.com
5.Channel Design Decisions
Analyze Customer Needs
www.kristofjongco.blogspot.com
Decisions
Outline:
1. Communication Platforms2. Importance of Marketing Channels 3. Understand Customer Needs4. Role of Marketing Channels 5. Channel Design Decisions
6. Establish Objectives & Constraints
www.kristofjongco.blogspot.com
6.Establish Objectives & Constraints
Channel
Objective
Prepare for larger environment
Product
www.kristofjongco.blogspot.com
Outline:
7. Identify & Evaluate Major Channel Alternatives
8. Channel Management Decisions9. Channel Integration & Systems10. Channel Conflict, Cooperation &
Competition
www.kristofjongco.blogspot.com
7.Identify & Evaluate Major Channel Alternatives
Exclusive DistributionSelective Distribution Intensive Distribution
www.kristofjongco.blogspot.com
Outline:
7. Identify & Evaluate Major Channel Alternatives
8. Channel Management Decisions9. Channel Integration & Systems10. Channel Conflict, Cooperation &
Competition
www.kristofjongco.blogspot.com
SelectTrainMotivateEvaluateModify
8.Channel Management Decisions
www.kristofjongco.blogspot.com
CHANNEL
MEMBERS
Outline:
7. Identify & Evaluate Major Channel Alternatives
8. Channel Management Decisions9. Channel Integration & Systems10. Channel Conflict, Cooperation &
Competition
www.kristofjongco.blogspot.com
9.Channel Integration & Systems
Vertical System
Horizontal System Multi Channel System
www.kristofjongco.blogspot.com
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
www.kristofjongco.blogspot.com
Summary: Designing and Marketing Integration Marketing Channels
Cooperate
Think
Customer NeedsChannels
www.kristofjongco.blogspot.com
Profit
Decision
Designing & Managing Integrated Marketing Channels
Kristoffer Z. JongcoMarketing Management
www.kristofjongco.blogspot.com
