Delivering Value Designing and Managing Integrated Marketing Channels

Delivering Value: Designing and Managing Integrated Marketing Channels (Ch 13)

Netflix

Netflix

Competition

The Case of Hallmark

What does Hallmark do?

New distribution channel of Hallmark

What is place(4 p)?

What is a Distribute Channel?

Intermediaries

Distribution Channels

Selling Directly to Customers

Selling through Retailers

Selling through Retailers

Selling through Wholesalers

Selling through Wholesalers

What an Intermediary Can Do-wholesalers

Channel Decision

Push strategy vs. Pull strategy

Push strategy vs. Pull strategy

Push or Pull?

Channel-Design Decisions Analyze customers’ desired service output levels

Apple’s Channel Objective

Types of Intermediaries

Number of intermediaries

STIHL: Example of selective distribution

Terms and Responsibilities of Channel Members

Channel-Management Decisions

Step 1: Selecting Channel Members

Channel Power

Dell: Example of Channel Modification

Global Channel Consideration

Global Channel Consideration

Vertical Marketing System (VMS)

Corporate Vertical Marketing System

Administered Vertical Marketing System

Contractual Vertical Marketing System

Horizontal Marketing System

Multichannel Marketing System

Multichannel Marketing System (cont. )

Channel Conflict

Causes of Channel Conflict

Key Takeaways