15-1 Chapter Questions What is a marketing channel system and value network? What work do marketing channels perform? What decisions do companies face.

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Presentation transcript:

15-1 Chapter Questions What is a marketing channel system and value network? What work do marketing channels perform? What decisions do companies face in managing their channels? How should companies integrate channels and manage channel conflict? What is the future for e-commerce?

15-2 Marketing Channels Sets of interdependent organizations involved in the process of making a product or service available for use or consumption.

15-3 Examples of Channels Dell (DTC) Avon Canada Post Grainger (auto parts network) Coca-cola (bottlers) McDonald’s restaurants (franchisee)

15-4 Increasing Efficiency

15-5 Consumer Marketing Channels

15-6 Identifying Channel Alternatives Types of intermediaries Number of intermediaries Terms and responsibilities

15-7 Channel Service Outputs Lot size Waiting/delivery time Spatial convenience Product variety Service backup

16-8 Wholesaling Functions Selling and promoting Buying and assortment building Bulk breaking Warehousing Transportation Financing Risk bearing Market information Management services and counseling

16-9 Major Wholesaler Types Merchant Full-service Limited-service Brokers and agents Manufacturers Specialized

16-10 Wholesalers’ Marketing Decisions Target market Product assortment Price Promotion Place

15-11 Number of Intermediaries Exclusive Selective Intensive

16-12 Market Logistics Planning Deciding on the company’s value proposition to its customers Deciding on the best channel design and network strategy Developing operational excellence Implementing the solution

16-13 Transportation Factors Speed Frequency Dependability Capability Availability Traceability Cost