Designing and managing integrated marketing - Channel design decisions
8 important questions on Designing and managing integrated marketing - Channel design decisions
What do marketers need to analyze for channel design system?
- Analyze customer wants and needs
- Establish objectives and constraints
- Evaluate and identify alternatives.
Three types of shoppers
- service/quality customers
- price/value customers
- affinity customers
What are the five service outputs of channels?
- Lot size; number of units the channel permits the typical customer to buy on one occasion
- Waiting and delivery time; average time customers wait for receipt of goods.
- Spatial convenience; the degree to which the marketing channel makes it easier to purchase the product.
- Product variety; assortment provided by the channel
- service backup; add-on services
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Channel alternatives differ in three ways:
- Types of intermediaries
- Number of intermediaries
- Terms and responsiblilities
Three strategies based on the number of intermediaries:
- Exclusive distribution; limiting number of intermediaries
- Selective distribution; relies on some of the intermediaries willing to carry a particular product
- Intensive distribution; places goods and services in as many outlets as possible.
The four channel management tasks that are made after a company has chosen a channel system:
- Selecting channel members
- Training motivating channel members
- Evaluating channel members
- Modifying channel design and arrangements
Types of channel power:
- Coercive power; threatens to withdraw a resource or terminate relationship.
- Reward power; extra benefit
- Legitimate power; warranted in contract
- Expert power; special knowledge
- Referent power; respect
Different marketing systems
- Vertical marketing system: includes producer, wholesaler and retailer acting as unified system
- Horizontal marketing system: two or more unrelated companies put together resources or programs to exploit an emerging marketing opportunity.
- Integrated marketing channel system: strategies and tactics of selling through one channel reflect strategies and tactics of selling through one or more channels.
The question on the page originate from the summary of the following study material:
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