© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 15-5 APPLE STORES: ADDING HIGH-TOUCH TO...
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Transcript of © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 15-5 APPLE STORES: ADDING HIGH-TOUCH TO...
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-5
APPLE STORES: ADDINGHIGH-TOUCH TO HIGH-TECH
MARKETING CHANNELS
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-7
FIGURE 15-1 FIGURE 15-1 Terms used for marketing intermediaries
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-8
FIGURE 15-AFIGURE 15-A Structure of marketing channels
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-9
Functions Performed by Intermediaries
NATURE AND IMPORTANCE OF MARKETING CHANNELS
• Value Created by Intermediaries
• Transactional Function
• Logistical Function
• Facilitating Function
Consumer Benefits From Intermediaries
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-10
FIGURE 15-2 FIGURE 15-2 How intermediaries minimize transactions
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-11
FIGURE 15-3 FIGURE 15-3 Marketing channel functions performed by intermediaries
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-15
FIGURE 15-4 FIGURE 15-4 Common marketing channels for consumer goods and services
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-17
FIGURE 15-5 FIGURE 15-5 Common marketing channels for business goods and services
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-19
FIGURE 15-6 FIGURE 15-6 Representative consumer electronic marketing channels
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-20
MARKETING NEWSNET
Nestlé and General Mills—Cereal Partners Worldwide
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-25
FIGURE 15-8 FIGURE 15-8 Types of vertical marketing systems
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-34
FIGURE 15-BFIGURE 15-B Factors affecting channel choice and management
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-35
American Eagle Outfitters What new marketing channel opportunities
are created by the Internet?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MARKETING NEWSNET
Wrigley Markets a Controlled Substance in Singapore—Chewing Gum
Slide 15-36
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-37
CHANNEL CHOICE AND MANAGEMENT
Target Market Coverage
• Channel Design Considerations
• Intensive Distribution
• Exclusive Distribution
• Selective Distribution
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-38
CHANNEL CHOICE AND MANAGEMENT
Satisfying Buyer Requirements
• Channel Design Considerations
• Information
• Convenience
• Variety
• Attendant Services
Profitability
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-42
Schick Why the market share leader in Japan?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-43
CHANNEL CHOICE AND MANAGEMENT
Conflict in Marketing Channels
• Channel Conflict
• Channel Relationships: Conflict, Cooperation, and Law
• Vertical Conflict
• Horizontal Conflict
Disintermediation
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-44
CHANNEL CHOICE AND MANAGEMENT
Cooperation in Marketing Channels
• Channel Captain
• Channel Relationships: Conflict, Cooperation, and Law
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-45
FIGURE 15-CFIGURE 15-C Sources of influence for a channel captain
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-46
ETHICS AND SOCIAL RESPONSIBILITY ALERT
The Ethics of Slotting Allowances
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15-47
CHANNEL CHOICE AND MANAGEMENT
• Channel Relationships: Conflict, Cooperation, and Law
• Dual Distribution
Legal Considerations
• Vertical Integration
• Exclusive Dealing
• Tying Arrangements
• Refusal to Deal
• Resale Restrictions