MARK4210 Class 12 Spring 2019channel complete .ppt - Channel Strategy MARK 4210 Spring 2019 Professor Eugene R Raitt MARK4210 Spring 2019 1 Course

MARK4210 Class 12 Spring 2019channel complete .ppt -...

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Channel Strategy MARK4210 Spring 2019 2019 MARK 4210 Spring 2019 Professor Eugene R. Raitt 1
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Situation Analysis (Customer, Competitor, Company) Market Selection (Segmentation, Targeting, Positioning) Marketing Mix Formulation (Product,, Distribution, Pricing, Promotion) - Quantitative Analysis - Consumer Behavior Simulation Game PharmaSim Elements of Marketing Strategy Fundamentals Application Course Roadmap Course Roadmap MARK 4210 Spring 2019 Professor Eugene R. Raitt 2
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Marketing Channels: Refresher What are channels? A set of interdependent organizations involved in the process of making a product or service available to consumers Why do channels exist? Product distribution Information distribution Carrying of inventory Demand generation After sales service Source: Strategic Marketing Asia Edition, Jain & Haley, Cengage Learning, 2009 MARK 4210 Spring 2019 Professor Eugene R. Raitt 4
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Channel Design Analyze consumer needs Consider channel design Evaluate channel alternatives Source: Strategic Marketing Asia Edition, Jain & Haley, Cengage Learning, 2009 MARK 4210 Spring 2019 Professor Eugene R. Raitt 5
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Soft drink Luxury bag Cell phone Volume High Low Medium Distance willing to travel Low High Medium Willingness to wait Low High Medium Assortment High Low High Needs personal service Low High Medium Number of outlets Many Few Some Scope of distribution Intensive Exclusive Selective Analyze Consumer Needs Analyze Consumer Needs MARK 4210 Spring 2019 Professor Eugene R. Raitt 6
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Consider Channel Design Channel width/Scope of distribution Intensive distribution: as many outlets as possible Little manufacturer control and selling support Customers’ cost of obtaining goods low Usually for convenience goods Exclusive distribution: single or very limited outlets per area High manufacturer control and selling support
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