MATERIA: Pre-incubacin SEMESTRE: Agosto Diciembre 2013 Fecha de entrega: 14/10/2013 PROFESORA: Yessica Helgueros MATRICULA: A01205585 ALUMNO:

: JOSE EDUARDO MEDELLIN CARMONA CARRERA: LAF DOMOTYCA Actividad: Designing and Managing Integrated Marketing Channels Provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing this Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this edition. Successful value creation needs successful value delivery. Holistic marketers Are increasingly taking a value network view of their businesses. Instead of limiting their focus to their immediate suppliers, distributors, and customers, they are examining the whole supply chain that links raw materials, components, and manufactured goods and shows how they move toward the final consumers. Companies are looking at their suppliers upstream and at their distributors customers down stream. Marketing Channels and Value Networks Most producers do not sell their goods directly to the final users; between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel (also called a trade channel or distribution channel). Formally, marketing channels are sets of interdependent organizations participating in the process of making a product or service available for use or consumption. They are the set of pathways a product or service follows after production culminating in purchase and consumption by the final end user. The Importance of Channels A marketing channel system is the particular set of marketing channels a firm employs, and decisions about it are among the most critical ones management faces. In the United States, channel members collectively have earned margins that account for 30 percent to 50 percent of the ultimate selling price. In contrast, advertising typically has accounted for less than 5 percent to 7 percent of the final price.3Marketing channels also represent a substantial opportunity cost. Hybrid Channels and Multichannel Marketing Todays successful companies typically employ hybrid channels and multichannel marketing, multiplying the number go-to market channels in any one market area. Hybrid channels or multichannel marketing occurs when a single firm uses two or more marketing channels to reach customer segments. Value Networks A supply chain view of a firm sees markets as destination points and amounts to a linear view of the flow of ingredients and component through the production process to their ultimate sale to customers. The Role of Marketing Channels Why would a producer delegate some of the selling job to intermediaries, relinquishing control over how and to whom products are sold? Through their contacts, experience, specialization, and scale of operation, intermediaries make goods widely available and accessible to target markets, usually offering the firm more effectiveness and efficiency than it can achieve on its own.

Channel Functions and Flows A marketing channel performs the work of moving goods from producers to consumers. It over comes the time, place, and possession gaps that separate goods and services from those who need or want them.

Channel-Design Decisions To design a marketing channel system, marketers analyze customer needs and wants, establish channel objectives and constraints, and identify and evaluate major channel alternatives. Analyzing Customer Needs and Wants Consumers may choose the channels they prefer based on price, product assortment, and convenience, as well as their own shopping goals (economic, social, or experiential). Channels produce five service outputs: 1. Lot sizeThe number of units the channel permits a typical customer to purchase on one occasion. In buying cars for its fleet, Hertz prefers a channel from which it can buy a large lot size; a household wants a channel that permits a lot size of one. 2. Waiting and delivery timeThe average time customers wait for receipt of goods. Customers increasingly prefer faster delivery channels. 3. Spatial convenienceThe degree to which the marketing channel makes it easy for customers to purchase the product. Conclusion Three stages to obtain customers, keep customers and clients grow. The channels used to acquire customers as App Stores, Blogs, etc.. The keeping customers using online media to help, members and user groups. Finally the growing customers using tools and updates, referrals from friends or viral media. On the web the method used is the pull-strategy which attracts users to directly identify our brand, either by post or through as Facebook or Twitter.

Bibliografia

Kotler, Phillips and Keller, Kevin (2013). Designing and Managing Integrated Marketing Channels. (14th ed., pp. 415-422). Pretince hall.