Marketing Channels

25 %
75 %
Information about Marketing Channels

Published on April 26, 2009

Author: nsraja_hhh


Slide 1: Marketing Channels and Supply Chain Management 10 Marketing or Distribution Channel : Marketing or Distribution Channel A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user. Channel Functions : Contact Financing Information Risk Taking Promotion Matching Negotiation Physical Distribution These functions should be assigned to the channel member who can add the most value for the cost Channel Functions Consumer and Business Channels : Consumer and Business Channels Channel Behavior : Channel Behavior The channel will be most effective when: each member is assigned tasks it can do best. all members cooperate to attain overall channel goals. If this does not happen, conflict occurs: Horizontal Conflict occurs among firms at the same level of the channel (e.g., retailer to retailer). Vertical Conflict occurs between different levels of the same channel (e.g., wholesaler to retailer). Some conflict can be healthy competition. Channel Conflict : Channel Conflict When it decided to sell its familiar containers at retail through Target stores, Tupperware avoided conflicts with its army of in-home sales consultants by inviting them into the stores to demonstrate the products. Conventional vs. Vertical Marketing System : Conventional vs. Vertical Marketing System Types of Vertical Marketing Systems : Corporate VMS Common Ownership at Different Levels of the Channel (e.g., Sears) Contractual VMS Contractual Agreements Among Channel Members (e.g., ACE Hardware) Administered VMS Leadership is Assumed by One or a Few Dominant Members (e.g., Kraft) Types of Vertical Marketing Systems Control High Low Innovations in Marketing Systems : Innovations in Marketing Systems Two or more companies at one channel level join together to follow a new marketing opportunity. Example: Banks in grocery stores A single firm sets up two or more marketing channels to reach one or more customer segments. Example: Retailers and catalogs Horizontal Marketing System Hybrid Marketing System Number of Intermediaries : Number of Intermediaries Intensive distribution Exclusive distribution Selective distribution

Add a comment

Related presentations

Related pages

Marketing channel - Wikipedia

A marketing channel is a set of practices or activities necessary to transfer the ownership of goods from the point of production to the point of consumption.
Read more

Marketing Channels: Louis W. Stern, Adel I. El ...

Louis W. Stern - Marketing Channels jetzt kaufen. ISBN: 9780135571736, Fremdsprachige Bücher - Multilevel
Read more

Types of Marketing Channels - Boundless

Learn more about types of marketing channels in the Boundless open textbook. There are basically 4 types of marketing channels: direct selling; selling ...
Read more

Types of Marketing Channels |

Marketing channels are the ways that goods and services are made available for use by the consumers. All goods go through channels of distribution, and ...
Read more

The BIG list of today's marketing channels - Smart Insights

The current focus on multichannel and omnichannel strategies, highlights the need to prioritise investment on the relevant marketing channels for a company.
Read more

Marketing Channels eBook von Reviews - 9781490271538 - Kobo

Lesen Sie Marketing Channels Business, Business von Reviews mit Kobo. Facts101 is your complete guide to Marketing Channels. In this book, you will learn ...
Read more

Marketing Channels eBook by CTI Reviews - Kobo

Lesen Sie Marketing Channels von CTI Reviews mit Kobo. Facts101 is your complete guide to Marketing Channels. In this book, you will learn topics such as ...
Read more


MARKETING, 6/eMARKETING, ... PP16-GG Direct Marketing Channels ... PP16-HH Multiple Channels and Strategic Alliances
Read more

Definition » Marketing « | Gabler Wirtschaftslexikon

Marketing: Der Grundgedanke des Marketings ist die konsequente Ausrichtung des gesamten Unternehmens an den Bedürfnissen des Marktes. Heutzutage ist es ...
Read more