MM1 - Lecture 19 - Nov 3 2011 - OnCourse

MM1 - Lecture 19 - Nov 3 2011 - OnCourse -...

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Channels & Retailing Marketing Management 1 November 3, 2011
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Learning Objectives n Explain what a marketing channel is and why channels are needed. n Describe and understand channel structures. n Discuss the issues that influence channel strategy and channel relationship. n Understand classification of retailers. n List the major tasks involved in developing a retail marketing strategy.
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Why do we care about channels of distribution? n You have a great product, you come up with a great promotional plan and have determined just the right price to reach you target consumers --- n Is it Enough?
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Household Retailer What are Channels? Parts Products Manufacturer Supplier Produ cts
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n A set of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumer. n The use of intermediaries results from their greater efficiency in making goods available to target markets. n Offers the firm more than it can achieve on its own: q Efficiency leading to overall gain q Specialization in its own domain of expertise q Economies of Scale q Can often be a source of Competitive Advantage  What are Channels? 
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= Customer = Manufacturer A. Number of contacts without a distributor M x C = 3 X 3 = 9 1 3 2 4 5 6 7 8 9  A scenario without channels…. 
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= Store = Customer = Manufacturer B. Number of contacts with a distributor M x C = 3 + 3 = 6 Store 1 2 3 4 5 6  A scenario with channels….Efficiency Gains
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Why should Sony care about its Channel  Partners?
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T ran sp o r ta t io n In o v a t io n C om u n ica t io S e rv ic in g F in an c g R iskT ak ing P h y s ic a l D is tr ib u t io n In fo rm a t ion In ven to ryC a ry ing What Can Channels Do?
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