Chapter 12 - 13 - Chapter Twelve Marketing Channels...

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Chapter Twelve Marketing Channels Delivering Customer Value Dr. LE THANH LONG
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PoMKT- S7 Dr. Le Thanh Long 2 Content b The Nature and Importance of Marketing Channels b Channel Behavior and Organization b Channel Design Decisions b Channel Management Decisions b Marketing Logistics and Supply Chain Management b Supply Chains and the Value Delivery Network
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PoMKT- S7 Dr. Le Thanh Long 3 The Nature and Importance of Marketing Channels Intermediaries offer producers greater efficiency in making goods available to target markets. Through their contacts, experience, specialization, and scale of operations, intermediaries usually offer the firm more than it can achieve on its own. How Channel Members Add Value
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PoMKT- S7 Dr. Le Thanh Long 4 M1 M2 M3 M4 C1 C2 C3 C4 How Channel Members Add Value The Nature and Importance of Marketing Channels
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PoMKT- S7 Dr. Le Thanh Long 5 M1 M2 M3 M4 C1 C2 C3 C4 Distributors How Channel Members Add Value The Nature and Importance of Marketing Channels
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PoMKT- S7 Dr. Le Thanh Long 6 The Nature and Importance of Marketing Channels b From an economic view, intermediaries transform the assortment of products into assortments wanted by consumers b Channel members add value by bridging the major time, place, and possession gaps that separate goods and services from those who would use them How Channel Members Add Value
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PoMKT- S7 Dr. Le Thanh Long 7 The Nature and Importance of Marketing Channels How Channel Members Add Value
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PoMKT- S7 Dr. Le Thanh Long 8 The Nature and Importance of Marketing Channels Number of Channel Members
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PoMKT- S7 Dr. Le Thanh Long 9 The Nature and Importance of Marketing Channels b Direct marketing channel – A marketing chanenel that has no intermediary b Indirect marketing channel – Channel containing one or more intermediary levels Number of Channel Members
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PoMKT- S7 Dr. Le Thanh Long 10 The Nature and Importance of Marketing Channels Consumer marketing channels
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PoMKT- S7 Dr. Le Thanh Long 11 The Nature and Importance of Marketing Channels Business marketing channels
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PoMKT- S7 Dr. Le Thanh Long 12 Channel Behavior and Organization Marketing channel consists of firms that have partnered for their common good with each member playing a specialized role Channel conflict refers to disagreement over goals, roles, and rewards by channel members b Horizontal conflict b Vertical conflict Channel Behavior
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Dr. Le Thanh Long 13 Channel Behavior and Organization Conventional distribution systems consist of one or more independent producers, wholesalers, and retailers. Each seeks to maximize its own profits, and there is little control over the other members and no formal means for assigning roles and resolving conflict. Conventional Distributions Systems
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This note was uploaded on 04/09/2011 for the course MARKETING 2011 taught by Professor Huyduong during the Spring '11 term at International University in Germany.

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Chapter 12 - 13 - Chapter Twelve Marketing Channels...

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