tanner-ppt-ch08

tanner-ppt-ch08 - PrinciplesofMarketing...

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by Jeff Tanner and Mary Anne Raymond by Jeff Tanner and Mary Anne Raymond Principles of Marketing
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Chapter 8 Chapter 8 Using Marketing Channels  Using Marketing Channels  to Create Value for Customers   to Create Value for Customers       ©2010 Flat World Knowledge, Inc.  
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©2010 Flat World Knowledge, Inc. 3 Learning Objectives 1.Explain why marketing channel decisions can  result in a product’s success or failure. 2.Describe the different types of organizations that  work together as channel partners and what each  partner contributes. Marketing Channels and Channel Partners Marketing Channels and Channel Partners
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Consumer Behavior Consumer Behavior ©2010 Flat World Knowledge, Inc. 4 Today,  consumers are used to getting: or
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Consumer Behavior Consumer Behavior ©2010 Flat World Knowledge, Inc. 5 They buy a competing product! requires distribution channels
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Marketing Channels Marketing Channels The simplest marketing channel consists of a producer and a  consumer. Most products involve other parties called intermediaries who are  positioned between the producer and the consumer. These intermediaries perform useful functions benefitting both the  producer and the consumer. These functions are called utilities  such as: – form – time – place – possession – information exchange ©2010 Flat World Knowledge, Inc. 6
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Channel partners  are essential  for marketing  to achieve  its objectives  of having  Channel Partners Channel Partners
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Types of Channel Partners Types of Channel Partners The most frequent partner types are: ©2010 Flat World Knowledge, Inc. 8
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Types of Channel Partners Types of Channel Partners ©2010 Flat World Knowledge, Inc. 9
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Nonstore Retailing Nonstore Retailing •  Not all retailing is conducted through stores! •  There is a growing trend in: – door to door sales – party selling – interaction such as vending machines – TV  – telemarketing (do not call data base) ©2010 Flat World Knowledge, Inc. 10
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Key Takeaways • How you get the product is a marketing channel. • Channel decisions are as important as features and  prices of products.  • Channel partners are firms that actively promote and  sell  products;  producing companies try to get the  best channels to get a competitive edge. ©2010 Flat World Knowledge, Inc.
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tanner-ppt-ch08 - PrinciplesofMarketing...

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