Chapter 13 - Designing and Managing Integrated Marketing Channels

13 Designing and Managing Integrated Marketing Channels

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Chapter Questions 

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What is a marketing channel system and value network? What work do marketing channels perform? What decisions do companies face in designing, managing and integrating their channels? What key issues do companies face in

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What is a Marketing Channel? A marketing channel system is the particular set of interdependent organizations involved in the process of making a product or service available for use or

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Intermediaries

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Merchants Agents Facilitators

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Hybrid Channels 

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Direct Online

Customer expectations  from channel integration  

Indirect 

Ability to order a product online and pick it up at a convenient retail location Ability to return an onlineordered product to a nearby store

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Push vs. Pull Marketing 

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Push ush strat trateg egy y – using manufacturer’s sales force, trade promotion money and other means to induce intermediaries to carry, promote and sell the product to end users. using advert advertisi ising, ng, promo promotio tion, n, Pull ull str strateg ategy y - using and other forms of communication to persuade consumers to demand the product

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What European Consumers Value

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The Role of Marketing Channels 

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Gather customer and other information Develop and disseminate persuasive

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Marketing Flows in the Marketing Channel

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Marketing Channel Levels

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Consumer Marketing Channels

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Designing a

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Analyz Analyzing ing Css Csstom tomers’ ers’ Des Desire ired d Serv Service ice

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Establishing Objectives and

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