国际营销国际营销国际营销 (26).pdf

Designingand Managing Integrated Marketing ChannelsChapter 1301What is a marketing channel system and value network?Learning Objectives02What work do marketing channels perform?03How should channels be designed?04What decisions do companies face in managing their channels?05How should companies integrate channels?Learning Objectives06What are the key channel issues in e-commerce?07What are the key channel issues in m-commerce?08How should companies manage channel conflict?Marketing Channels and Value Networks Marketing channels Sets of interdependent organizations participating in the process of making a product or service available for use or consumption Intermediaries:merchants,agents,and facilitatorsMarketing Channels and Value Networks A marketing channel system The particular set of marketing channels a firm employs Push vs.pull strategyMarketing Channels and Value Networks Multichannel marketing Using two or more marketing channels to reach customer segments in one market area Omnichannel marketing Integrated marketing channel systemFigure 13.1 The Hybrid GridMarketing Channels and Value Networks Value networkA system of partnerships and alliances that a firm creates to source,augment,and deliver its offeringsDemand chain planningMarketing Channels and Value Networks The digital channels revolution Customer support in store/online/phone Check online for product availability at local stores Order product online to pick up at store Return a product purchased online to a nearby storeThe Role of Marketing Channels Channel functions and flowsFigure 13.2Marketing Flows For Forklift TrucksChannel levelsZero-level channel(direct)One/two/three-level channels (intermediaries)Reverse-flow channelsService sector channelsThe Role of Marketing ChannelsFigure 13.3Consumer/Industrial Marketing ChannelsChannel-Design Decisions Desired lot size Waiting and delivery time Spatial convenience Product variety Service backup Analyzing customer needs and wants Establishing objectives and constraintsChannel-Design DecisionsChannel-Design DecisionsIdentifying major channel alternativesTypes of intermediariesNumber of intermediariesTerms/responsibilities of channel members