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Maximizing Channel Performance: Navigating Marketing Networks

Explore the dynamics of value delivery networks, marketing channels, and channel strategies for enhancing system efficiency and effectiveness. Learn about channel conflict resolutions, vertical marketing systems, and key considerations in managing intermediaries.

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Maximizing Channel Performance: Navigating Marketing Networks

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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

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