CH15Designing and Managing Value Networks and Channels(市场营销,科特勒,英文版).ppt

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CH15Designing and Managing Value Networks and Channels(市场营销,科特勒,英文版).ppt

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CH15Designing and Managing Value Networks and Channels(市场营销,科特勒,英文版)

MARKETING MANAGEMENT12th edition 15 Designing and Managing Value Networks and Channels 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 is the future for e-commerce? Marketing Channels Channels and Marketing Decisions Categories of Buyers Habitual shoppers High value deal seekers Variety-loving shoppers High-involvement shoppers 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 Should the 4 P’s be replaced? Solutions Information Value Access 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 Designing a Marketing Channel System Analyze customer needs Establish channel objectives Identify major channel alternatives Evaluate major channel alternatives Channel Service Outputs Lot size Waiting/delivery time Spatial convenience Product variety Service backup Identifying Channel Alternatives Types of intermediaries Number of intermediaries Terms and responsibilities Number of Intermediaries Exclusive Selective Intensive Channel-Management Decisions Selecting channel members Training channel members Motivating channel members Evaluating channel members Modifying channel members Channel Power Coercive Reward Legitimate Expert Referent Channel Integration and Systems Vertical marketing systems Corporate VMS Administered VMS Contractual VMS Horizontal marketing systems Multichannel systems Managing Channel Conflic