Marketing_Management_kotler12_basic

Marketing_Management_kotler12_basic - MarketingChannels...

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Marketing Channels  and Supply Chain  Management Chapter 12
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  12 - 2 Learning Goals 1. Know why companies use distribution  channels and understand the functions that  these channels perform. 2. Learn how channel members interact and how  they organize to perform the work of the  channel. 3. Know the major channel alternatives that are  open to a company. 4. Comprehend how companies select, motivate,  and evaluate channel members. 5. Understand the nature and importance of  marketing logistics and integrated supply  chain management.
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  12 - 3 Case Study Caterpillar Dominates world’s  markets for heavy  construction and  mining equipment. Independent dealers  are key to success  Dealer network is  linked via computers Caterpillar stresses  dealer profitability,  extraordinary dealer  support, personal  relationships, dealer  performance and full,  honest, and frequent  communications 
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  12 - 4 Definitions Value Delivery Network The network made up of the company,  suppliers, distributors, and ultimately  customers who “partner” with each other to  improve the performance of the entire  system. Marketing channel Set of interdependent organizations involved  in the process of making a product or service  available for use or consumption by the  consumer or business user Goal 1:  Know why companies use channels and understand their functions
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  12 - 5 Marketing Channels Channel choices affect other  decisions in the marketing mix Pricing, Marketing communications A strong distribution system can be  a competitive advantage Channel decisions involve long-term  commitments to other firms Goal 1:  Know why companies use channels and understand their functions
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  12 - 6 Marketing Channels How Channel Members Add Value Intermediaries require fewer contacts to move  the product to the final purchaser. Intermediaries help match product  assortment demand with supply.   Intermediaries help bridge major time, place,  and possession gaps that separate products  from those who would use them. Goal 1:  Know why companies use channels and understand their functions
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  12 - 7 Key Functions Performed by  Channel Members Marketing Channels Information Promotion Contact Matching Negotiation Physical Distribution Financing Risk taking Goal 1:  Know why companies use channels and understand their functions
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  12 - 8 Marketing Channels Number of Channel Levels The number of intermediary levels  indicates the length of a marketing  channel.
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Marketing_Management_kotler12_basic - MarketingChannels...

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