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MANAGING MARKETING CHANNELS AND WHOLESALING PowerPoint Presentation
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MANAGING MARKETING CHANNELS AND WHOLESALING

MANAGING MARKETING CHANNELS AND WHOLESALING

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MANAGING MARKETING CHANNELS AND WHOLESALING

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Presentation Transcript

  1. MANAGING MARKETING CHANNELS AND WHOLESALING

  2. You can eliminate the middleman but you can not eliminate its functions • Defining Marketing Channels of Distribution

  3. Marketing intermediaries

  4. NATURE AND IMPORTANCE OF MARKETING CHANNELS • Value Created by Intermediaries

  5. How intermediaries minimize transactions

  6. Marketing channel functions performed by intermediaries

  7. CHANNEL STRUCTURE AND ORGANIZATION • Marketing Channels for Consumer Goods and Services • Direct channel • Indirect channels

  8. Common marketing channels for consumer marketing

  9. Common marketing channels for business marketing

  10. Representative electronic marketing channels

  11. CHANNEL STRUCTURE AND ORGANIZATION • Direct Marketing Channels • Multiple Channels and Strategic Alliances • Dual distribution • Strategic channel alliances

  12. Nestlé and General Mills Food industry’s first strategic alliance

  13. CHANNEL STRUCTURE AND ORGANIZATION • A Closer Look at Channel Intermediaries • Merchant Wholesalers • Agents and Brokers • Manufacturer’s agents • Selling agents • Brokers • Manufacturer’s Branches and Offices

  14. CHANNEL STRUCTURE AND ORGANIZATION • Vertical Marketing Systems and Channel Partnerships

  15. Types of vertical marketing systems

  16. CHANNEL STRUCTURE AND ORGANIZATION • Vertical Marketing Systems and Channel Partnerships • Corporate Systems • Contractual Systems • Franchising • Administered Systems • Channel Partnerships

  17. CHANNEL CHOICEAND MANAGEMENT • Factors Affecting Channel Choice and Management • Environmental Factors • Consumer Factors • Product Factors • Company Factors

  18. CHANNEL CHOICEAND MANAGEMENT • Channel Design Considerations • Target Market Coverage • Intensive distribution • Exclusive distribution • Selective distribution • Satisfying Buyer Requirements • Profitability • Global Dimensions of Marketing Channels

  19. CHANNEL CHOICEAND MANAGEMENT • Channel Relationships: Conflict, Cooperation, and Law • Conflict in Marketing Channels • Disintermediation • Cooperation in Marketing Channels • Channel captain • Legal Considerations

  20. Channel strategies and practices affected by legal restrictions