Kotler mm 14e_15_ippt_ge
-
Upload
rizwanah-parwin -
Category
Marketing
-
view
289 -
download
3
Transcript of Kotler mm 14e_15_ippt_ge
![Page 1: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/1.jpg)
15Designing and
Managing Integrated Marketing Channels
1
![Page 2: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/2.jpg)
Chapter Questions What is a marketing channel system and value
network? What work do marketing channels perform? How should channels be designed? What decisions do companies face in managing
their channels? How should companies integrate channels and
manage channel conflict? What are the key issues with e-commerce and m-
commerce?
Copyright © 2012 Pearson Education 15-2
![Page 3: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/3.jpg)
Copyright © 2012 Pearson Education 15-3
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 consumption.
![Page 4: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/4.jpg)
Intermediaries
Copyright © 2012 Pearson Education 15-4
![Page 5: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/5.jpg)
Copyright © 2012 Pearson Education 15-5
Channels and Marketing Decisions A push strategy uses the manufacturer’s
sales force, trade promotion money, and other means to induce intermediaries to carry, promote, and sell the product to end users
A pull strategy uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries
![Page 6: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/6.jpg)
REI Employs Hybrid Channels
Copyright © 2012 Pearson Education 15-6
![Page 7: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/7.jpg)
Copyright © 2012 Pearson Education 15-7
Buyer Expectations for Channel Integration
Ability to order a product online and pick it up at a convenient retail location
Ability to return an online-ordered product to a nearby store
Right to receive discounts based on total online and offline purchases
![Page 8: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/8.jpg)
Copyright © 2012 Pearson Education 15-8
Table 15.1 Channel Member Functions
Gather information Develop and disseminate persuasive
communications Reach agreements on price and terms Acquire funds to finance inventories Assume risks Provide for storage Provide for buyers’ payment of their bills Oversee actual transfer of ownership
![Page 9: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/9.jpg)
Figure 15.1 Marketing Flows in the Marketing Channel for Forklift Trucks
Copyright © 2012 Pearson Education 15-9
![Page 10: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/10.jpg)
Marketing Channel Levels
Copyright © 2012 Pearson Education 15-10
![Page 11: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/11.jpg)
Figure 15.2 Consumer Markets
Copyright © 2012 Pearson Education 15-11
![Page 12: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/12.jpg)
Figure 15.2 Industrial Markets
Copyright © 2012 Pearson Education 15-12
![Page 13: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/13.jpg)
Reverse-Flow Channels
Copyright © 2012 Pearson Education 15-13
![Page 14: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/14.jpg)
Copyright © 2012 Pearson Education 15-14
Designing a Marketing Channel System
Analyze customer needs Establish channel objectives Identify major channel alternatives Evaluate major channel alternatives
![Page 15: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/15.jpg)
Figure 15.3 What European Consumers Value
Copyright © 2012 Pearson Education 15-15
![Page 16: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/16.jpg)
Service Outputs of Channels
Copyright © 2012 Pearson Education 15-16
Lot size
Waiting and delivery time
Spatial convenience
Product variety
Service backup
![Page 17: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/17.jpg)
Copyright © 2012 Pearson Education 15-17
Identifying Channel Alternatives
Types of intermediaries Number of intermediaries Terms and responsibilities
![Page 18: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/18.jpg)
Copyright © 2012 Pearson Education 15-18
Number of Intermediaries
Exclusive Selective Intensive – AVAILABLE AT ANYWHERE AND ANYTIME MCM BRG
KEPERLUAN
![Page 19: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/19.jpg)
Copyright © 2012 Pearson Education 15-19
Terms and Responsibilities of Channel Members
Price policy Condition of sale Distributors’ territorial rights Mutual services and responsibilities
![Page 20: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/20.jpg)
Figure 15.4 The Value-Adds versus Costs of Different Channels
Copyright © 2012 Pearson Education 15-20
![Page 21: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/21.jpg)
Figure 15.5 Break-Even Cost Chart
Copyright © 2012 Pearson Education 15-21
![Page 22: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/22.jpg)
Copyright © 2012 Pearson Education 15-22
Channel-Management Decisions
Selecting channel members Training channel members Motivating channel members Evaluating channel members Modifying channel members
![Page 23: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/23.jpg)
Copyright © 2012 Pearson Education 15-23
Channel Power
Coercive
Reward
Legitimate
Expert
Referent
Guna authoriti
Org ikut sbb rewards
Org ikut sbb legal action
Org ikut sbb kita ada expertise
Org ikut sbb kita leh jadi sumber rujukan
![Page 24: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/24.jpg)
Channel Integration and Systems
Vertical marketing systems
Corporate VMS Administered VMS Contractual VMS
Horizontal marketing systems
Multichannel systems
Copyright © 2012 Pearson Education 15-24
![Page 25: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/25.jpg)
Integrated Marketing Channel System
Copyright © 2012 Pearson Education 15-25
![Page 26: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/26.jpg)
Figure 15.6 The Hybrid Grid
Copyright © 2012 Pearson Education 15-26
![Page 27: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/27.jpg)
Copyright © 2012 Pearson Education 15-27
Channel Conflict
What types of conflict arise in channels? What causes conflict? What can marketers do to resolve it?
![Page 28: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/28.jpg)
Copyright © 2012 Pearson Education 15-28
Causes of Channel Conflict
Goal incompatibility Unclear roles and rights Differences in perception Intermediaries’ dependence on manufacturer
![Page 29: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/29.jpg)
Table 15.3 Strategies for Managing Channel Conflict Strategic
justification Dual compensation Superordinate goals Employee exchange Joint memberships
Cooptation Diplomacy Mediation Arbitration Legal recourse
Copyright © 2012 Pearson Education 15-29
![Page 30: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/30.jpg)
E-Commerce
Copyright © 2012 Pearson Education 15-30
Pure-click
Brick-and-click
![Page 31: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/31.jpg)
M-Commerce
Copyright © 2012 Pearson Education 15-31
![Page 32: Kotler mm 14e_15_ippt_ge](https://reader035.fdocuments.in/reader035/viewer/2022062412/589f73ee1a28abbf2e8b5e0b/html5/thumbnails/32.jpg)
For Review What is a marketing channel system and value
network? What work do marketing channels perform? How should channels be designed? What decisions do companies face in managing
their channels? How should companies integrate channels and
manage channel conflict? What are the key issues with e-commerce and
m-commerce? Copyright © 2012 Pearson Education 15-32