Vous êtes sur la page 1sur 30

15

Designing and Managing


Integrated
Marketing Channels

Marketing Management, 13th ed


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?

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-2


Philips Emphasizes Value Delivery

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-4


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.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-5


Aldi Adjusted Its Strategy
for the U.S. Market

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-6


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

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-7


Categories of Buyers

Habitual shoppers

High value deal seekers

Variety-loving shoppers

High-involvement shoppers

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-8


Types of Shoppers

• Service/quality customers
• Price/value customers
• Affinity customers

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-9


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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-10
Figure 15.2 Marketing Channel Flows

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-11


Figure 15.3
Consumer Marketing Channels

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-12


Figure 15.3
Industrial Marketing Channels

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-13


Designing a
Marketing Channel System

Analyze customer needs

Establish channel objectives

Identify major channel alternatives

Evaluate major channel alternatives

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-14


Channel Service Outputs

Lot size

Waiting/delivery time

Spatial convenience

Product variety

Service backup
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-15
Identifying Channel Alternatives

Types of
intermediaries
Number of
intermediaries
Terms and
responsibilities

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-16


Number of Intermediaries

Exclusive

Selective

Intensive

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-17


Terms and Responsibilities
of Channel Members

• Price policy
• Condition of sale
• Distributors’ territorial rights
• Mutual services and responsibilities

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-18


Figure 15.4 The Value-Adds vs. Costs
of Different Channels

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-19


Figure 15.5 Break-Even Chart for the
Choice Between a Company Sales Force
and Manufacturer’s Sales Agency

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-20


Channel-Management Decisions

Selecting channel members

Training channel members

Motivating channel members

Evaluating channel members

Modifying channel members


Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-21
Channel Power

• Coercive
• Reward
• Legitimate
• Expert
• Referent

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-22


Channel Integration and Systems

 Vertical marketing
systems
• Corporate VMS
• Administered VMS
• Contractual VMS
 Horizontal
marketing systems
 Multichannel
systems

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-23


What is Channel Conflict?

• Channel conflict occurs when one


member’s actions prevent another
channel from achieving its goal.
• Types of channel conflict
• Vertical
• Horizontal
• Multichannel

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-24


Causes of Channel Conflict

Goal incompatibility

Unclear roles and rights

Differences in perception

Intermediaries’ dependence
on the manufacturer

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-25


Table 15.3 Strategies for Managing
Channel Conflict
• Adoption of • Cooptation
superordinate goals • Diplomacy
• Exchange of • Mediation
employees • Arbitration
• Joint membership in • Legal recourse
trade associations

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-26


Coach Avoids Brand Dilution

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-27


e-Commerce Marketing Practices

• Pure-click
• Brick-and-click

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-28


Marketing Debate

 Does it matter where you are sold?


Take a position:
1. Channel images do not really affect
the brand images of the products they
they sell that much.
or
2. Channel images must be consistent with
the brand image.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-29


Marketing Discussion

 Think of your favorite retailers.


 How have they integrated their
channel system?
 How would you like their channels to
be integrated?
 Do you use multiple channels from
them? Why?

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-30