SlideShare une entreprise Scribd logo
1  sur  13
Télécharger pour lire hors ligne
15
Designing and
Managing
Integrated Marketing
Channels
1
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-2
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 © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-3
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 15-4
Figure 15.1 Increasing Efficiency
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-5
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 © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-6
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
Figure 15.1 Marketing Flows
in the Marketing Channel
for Forklift Trucks
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-7
Figure 15.2 Consumer Markets
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-8
Figure 15.2 Industrial Markets
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-9
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-10
Number of Intermediaries
 Exclusive
 Selective
 Intensive
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-11
Channel-Management Decisions
 Selecting channel members
 Training channel members
 Motivating channel members
 Evaluating channel members
 Modifying channel members
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-12
Channel Conflict
 What types of conflict arise in channels?
 What causes conflict?
 What can marketers do to resolve it?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-13
Causes of Channel Conflict
 Goal incompatibility
 Unclear roles and rights
 Differences in perception
 Intermediaries’ dependence on manufacturer

Contenu connexe

Similaire à kotler_mm_14e_15_ippt.ppt

Kotler framework 5e_15_sppt
Kotler framework 5e_15_spptKotler framework 5e_15_sppt
Kotler framework 5e_15_spptNate Wildes
 
Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12Perkha Khan
 
Kotler framework 5e_16_sppt
Kotler framework 5e_16_spptKotler framework 5e_16_sppt
Kotler framework 5e_16_spptNate Wildes
 
Chapter 1 somali marketing
Chapter 1 somali marketingChapter 1 somali marketing
Chapter 1 somali marketingsiciid xuseen
 
Chp 1 marketing creating and capturing customer value
Chp 1 marketing creating and capturing customer valueChp 1 marketing creating and capturing customer value
Chp 1 marketing creating and capturing customer valueMohammed Razib
 
Chapter no 01 marketing creating and capturing customer value
Chapter no 01  marketing creating and capturing customer valueChapter no 01  marketing creating and capturing customer value
Chapter no 01 marketing creating and capturing customer valueBilal Ayaz
 
Kotler pom13e instructor_01_-_ge
Kotler pom13e instructor_01_-_geKotler pom13e instructor_01_-_ge
Kotler pom13e instructor_01_-_geHashim Shiyuti
 
Chapter 12: Distribution (Marketing Management)
Chapter 12: Distribution (Marketing Management)Chapter 12: Distribution (Marketing Management)
Chapter 12: Distribution (Marketing Management)Laura609391
 
1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt
1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt
1. Ch # 1, Marketing, Creating and Capturing Customer Value.pptMuhammadFarazKhan16
 
Kotler framework 5e_14_sppt
Kotler framework 5e_14_spptKotler framework 5e_14_sppt
Kotler framework 5e_14_spptNate Wildes
 
Kotler framework 5e_17_sppt
Kotler framework 5e_17_spptKotler framework 5e_17_sppt
Kotler framework 5e_17_spptNate Wildes
 
Chp 12 principle of marketing
Chp 12 principle of marketingChp 12 principle of marketing
Chp 12 principle of marketingMohammed Razib
 

Similaire à kotler_mm_14e_15_ippt.ppt (20)

Kotler framework 5e_15_sppt
Kotler framework 5e_15_spptKotler framework 5e_15_sppt
Kotler framework 5e_15_sppt
 
Chapter #12 17 slides
Chapter #12 17 slidesChapter #12 17 slides
Chapter #12 17 slides
 
Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12
 
Kotler framework 5e_16_sppt
Kotler framework 5e_16_spptKotler framework 5e_16_sppt
Kotler framework 5e_16_sppt
 
Chapter #1
Chapter #1Chapter #1
Chapter #1
 
Chapter 1 somali marketing
Chapter 1 somali marketingChapter 1 somali marketing
Chapter 1 somali marketing
 
Chp 1 marketing creating and capturing customer value
Chp 1 marketing creating and capturing customer valueChp 1 marketing creating and capturing customer value
Chp 1 marketing creating and capturing customer value
 
Chapter no 01 marketing creating and capturing customer value
Chapter no 01  marketing creating and capturing customer valueChapter no 01  marketing creating and capturing customer value
Chapter no 01 marketing creating and capturing customer value
 
Kotler pom13e instructor_01_-_ge
Kotler pom13e instructor_01_-_geKotler pom13e instructor_01_-_ge
Kotler pom13e instructor_01_-_ge
 
Chapter 12: Distribution (Marketing Management)
Chapter 12: Distribution (Marketing Management)Chapter 12: Distribution (Marketing Management)
Chapter 12: Distribution (Marketing Management)
 
Kotler mm ch 17-imc
Kotler mm ch 17-imcKotler mm ch 17-imc
Kotler mm ch 17-imc
 
Dasrat goswami
Dasrat goswamiDasrat goswami
Dasrat goswami
 
chapter 1.ppt
chapter 1.pptchapter 1.ppt
chapter 1.ppt
 
1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt
1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt
1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt
 
Kotler framework 5e_14_sppt
Kotler framework 5e_14_spptKotler framework 5e_14_sppt
Kotler framework 5e_14_sppt
 
Kotler_MM_14e_19_ippt.ppt
Kotler_MM_14e_19_ippt.pptKotler_MM_14e_19_ippt.ppt
Kotler_MM_14e_19_ippt.ppt
 
Kotler_MM_14e_19_ippt.ppt
Kotler_MM_14e_19_ippt.pptKotler_MM_14e_19_ippt.ppt
Kotler_MM_14e_19_ippt.ppt
 
Kotler framework 5e_17_sppt
Kotler framework 5e_17_spptKotler framework 5e_17_sppt
Kotler framework 5e_17_sppt
 
Chapter-1.ppt
Chapter-1.pptChapter-1.ppt
Chapter-1.ppt
 
Chp 12 principle of marketing
Chp 12 principle of marketingChp 12 principle of marketing
Chp 12 principle of marketing
 

Plus de Marriano Marcos State University (15)

kotler_mm_14e_18_ippt.ppt
kotler_mm_14e_18_ippt.pptkotler_mm_14e_18_ippt.ppt
kotler_mm_14e_18_ippt.ppt
 
kotler_mm_14e_17_ippt.ppt
kotler_mm_14e_17_ippt.pptkotler_mm_14e_17_ippt.ppt
kotler_mm_14e_17_ippt.ppt
 
kotler_mm_14e_20_ippt.ppt
kotler_mm_14e_20_ippt.pptkotler_mm_14e_20_ippt.ppt
kotler_mm_14e_20_ippt.ppt
 
Kotler_MM_14e_21_ippt.ppt
Kotler_MM_14e_21_ippt.pptKotler_MM_14e_21_ippt.ppt
Kotler_MM_14e_21_ippt.ppt
 
kotler_mm_14e_11_ippt.ppt
kotler_mm_14e_11_ippt.pptkotler_mm_14e_11_ippt.ppt
kotler_mm_14e_11_ippt.ppt
 
kotler_mm_14e_10_ippt.ppt
kotler_mm_14e_10_ippt.pptkotler_mm_14e_10_ippt.ppt
kotler_mm_14e_10_ippt.ppt
 
kotler_mm_14e_14_ippt.ppt
kotler_mm_14e_14_ippt.pptkotler_mm_14e_14_ippt.ppt
kotler_mm_14e_14_ippt.ppt
 
kotler_mm_14e_12_ippt.ppt
kotler_mm_14e_12_ippt.pptkotler_mm_14e_12_ippt.ppt
kotler_mm_14e_12_ippt.ppt
 
kotler_mm_14e_15_ippt.ppt
kotler_mm_14e_15_ippt.pptkotler_mm_14e_15_ippt.ppt
kotler_mm_14e_15_ippt.ppt
 
kotler_mm_14e_13_ippt.ppt
kotler_mm_14e_13_ippt.pptkotler_mm_14e_13_ippt.ppt
kotler_mm_14e_13_ippt.ppt
 
kotler_mm_14e_18_ippt.ppt
kotler_mm_14e_18_ippt.pptkotler_mm_14e_18_ippt.ppt
kotler_mm_14e_18_ippt.ppt
 
kotler_mm_14e_17_ippt.ppt
kotler_mm_14e_17_ippt.pptkotler_mm_14e_17_ippt.ppt
kotler_mm_14e_17_ippt.ppt
 
kotler_mm_14e_16_ippt.ppt
kotler_mm_14e_16_ippt.pptkotler_mm_14e_16_ippt.ppt
kotler_mm_14e_16_ippt.ppt
 
kotler_mm_14e_20_ippt.ppt
kotler_mm_14e_20_ippt.pptkotler_mm_14e_20_ippt.ppt
kotler_mm_14e_20_ippt.ppt
 
kotler_mm_14e_20_ippt.ppt
kotler_mm_14e_20_ippt.pptkotler_mm_14e_20_ippt.ppt
kotler_mm_14e_20_ippt.ppt
 

Dernier

Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 

Dernier (20)

Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 

kotler_mm_14e_15_ippt.ppt

  • 2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-2 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.
  • 3. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-3 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
  • 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-4 Figure 15.1 Increasing Efficiency
  • 5. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-5 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
  • 6. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-6 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
  • 7. Figure 15.1 Marketing Flows in the Marketing Channel for Forklift Trucks Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-7
  • 8. Figure 15.2 Consumer Markets Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-8
  • 9. Figure 15.2 Industrial Markets Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-9
  • 10. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-10 Number of Intermediaries  Exclusive  Selective  Intensive
  • 11. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-11 Channel-Management Decisions  Selecting channel members  Training channel members  Motivating channel members  Evaluating channel members  Modifying channel members
  • 12. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-12 Channel Conflict  What types of conflict arise in channels?  What causes conflict?  What can marketers do to resolve it?
  • 13. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15-13 Causes of Channel Conflict  Goal incompatibility  Unclear roles and rights  Differences in perception  Intermediaries’ dependence on manufacturer