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Marketing Channels

Marketing Channels

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Marketing Channels

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Presentation Transcript

  1. Marketing Channels Fall 2006

  2. You gotta love trees…

  3. Value Delivery Network • Company, suppliers, distributors and customers who partner to improve system performance • A demand chain orientation: start with the needs of customers

  4. Marketing Channel • Interdependent organizations involved in the process of making a product available for use

  5. Think Efficiency and Effectiveness

  6. Add a Distributor

  7. And What Needs to be Done? • Information • Research • Promotion • Matching and Assorting • Physical Distribution and Storage • Financing • Risk Taking

  8. It is Not Always Easy: Channel Conflict • Vertical Conflict • Horizontal Conflict

  9. Vertical Marketing Systems • Corporate Channel • Vertical Integration: wholly owned and tapered • Contractual: Coordinated • Administered

  10. Channel Considerations • Types of Intermediaries • Company Sales Force, Manufacturer’s Agents, and Industrial Distributors • Number of Intermediaries • Intensive distribution: Snickers • Exclusive distribution: Rolls • Selective distribution: Acura

  11. Video