SlideShare ist ein Scribd-Unternehmen logo
1 von 31
Downloaden Sie, um offline zu lesen
CONTENTS


Submission
4.Channel
   1.Summary
                    development

  2.Marketing
                   5.Understanding
channels & Value
                   customer needs
    network

3.The importance      6.Value
   of channels       networks
                                HOME
Most producers do not sell
their goods directly to final
users. Between producers and
final users stands one or more
marketing channels, a host of
marketing        intermediaries
performing a variety of
functions.


Important             functions:
Information,         Promotion,
Ordering, Financing, risk taking,
physical possession, payment
and title.
Conflict in Marketing Channels results from:

     Goal incompatibility
     Poorly defined roles
     Perceptual differences
     Interdependent relationships
How do Companies Manage Conflict in Marketing Channels???

     Strive for Super ordinate Goals
     Exchanging people among two or more channel levels
     Opting for Leader’s support from different parts of the channel
     Encouraging Joint Membership in and between trade associations
    Employing Diplomacy
    Mediation or arbitration
    Pursuing legal recourse                                          HOME
Meaning:
Most producers do not sell their goods
directly to the final users; between them
stands a set of              intermediaries
performing a variety of functions.

A marketing channels includes one or
more marketing intermediaries
performing variety of functions:

     1. Provides Value
     2. Performs a function and
     3. Expects an economic return
These intermediaries constitute a marketing channel (also called a trade channel or
distribution channel).

Marketing channels are sets of interdependent organizations involved in the process of
making a product or service available for use or consumption.
Channel Marketing most often relates to the sale of products. However it is not limited to
the distribution of physical goods.

    For example:

    oBank and Credit unions depend on a network of ATMs to offer their services.

    oFinancial Management and insurance organizations disseminate information
    through systems provided by other vendors.
There are basically three types of Intermediaries:

 Merchants: These type of intermediaries buy, take title to and resell the merchandise.

Agents: These type of intermediaries search for customers and may negotiate on the
producers behalf but they do not take title to the goods.

Facilitators: These type of intermediaries only assist in the distribution process but
neither takes title to the goods nor negotiates, purchase or sales.
HOME
What is a 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.
The Importance of Channels
• Fill the gaps between the production and
    consumption process.
•   Reduces the amount of time and expenditure of the
    manufacturer.
•   Promote the product through efficient display etc.
•   Apprising manufacturers of customer requirements
    time to time.
•   Add value to a company’s product.
Why are Marketing Intermediaries
Used?
 The use of intermediaries results from their greater
  efficiency in making goods available to target
  markets.
 Offers the firm more than it can achieve on its own
  through the intermediaries:
   Contacts,
   Experience,
   Specialization,
   Scale of operation.
 Purpose: match supply from producers to demand
  from consumers.
                                                         11-11
Marketing channel strategies




     PUSH            PULL
   STRATEGY        STRATEGY


                              HOME
PUSH STRATEGY
• Manufacturer uses its sales force and trade
  promotion money to induce intermediaries to
  carry,promote,and sell the product to the end
  users.
• It is appropriate where there is low brand loyalty
  in a category,brand choice is made in the
  store,product is the impulse item,and poduct
  benefits are well unserstood.
PULL STRATEGY
• Manufacturer using advertising and promotion to
  persuade consumer to ask intermediaries for the
  product,thus inducing intermediaries to order it.
• It is appropriate where there is brand loyalty and
  when people perceive defferences between brands
  and when people choose the brand before they go
  to the store.
How a channels Reduces the time and
expenditure of manufacturer




                                HOME
•Channel Development

•A new firm typically starts as a local operation selling in a limited market, using
existing intermediaries. If the firm is successful, it might branch into new
markets and use different channels in different markets.
•International markets pose distinct challenges. Customers’ shopping habits
can vary by countries.
•International marketing involves coordinating the firm’s marketing activities in
more than one nation.
•The international marketing strategy is effectively realized by choosing the
suitable international marketing channel
•. The channel is the medium through which the firm’s global marketing strategy
is among the customers scattered all around the globe.
Example:

•Tata Nano will be imported to Malaysia by Tata Industries in parts.
•It will be assembled in its two factories i.e in Shah Alam, Selangor and Pasir
Gudang, Johor Bahru.
•There are four distribution centres in Peninsular Malaysia i.e. in Kuala Lumpur,
Penang, Johor Bahru and Kuantan.
•All Tata Nano cars will be distributed through these distribution centres only.
•Order can be made vide these distribution centres or its web site
(B) The channel system evolves as a function of local opportunities and conditions.
Let’s look into how Agriculture Marketing channel works:
 Farmers producing agricultural produce are scattered in remote villages while
consumers are in semi-urban and urban areas. This produce has to reach consumers
for its final use and consumption.
There are different agencies and functionaries through which this produce passes and
reaches the consumer.
Factors affecting channels: There are several channels of distribution depending upon
type of produce or commodity. Each commodity group has slightly different channel. The
factors are :
           •Perishable nature of produce .e.g. fruits, vegetables, flowers, milk, meat, etc.
           •Bulk and weight–cotton, fodders are bulky but light in weight.
           •Storage facilities.
           •Weak or strong marketing agency.
           •Distance between producer and consumer. Whether local market or distant
           market.
.Types of Market Channels:
Some of the typical marketing channels for different product groups are given
below:
Channels of rice:
•Producer–miller->consumer (village sale)
•Producer–miller->retailer–consumer (local sale)
•Producer–wholesaler->miller–retailer–consumer
•Producer–miller–cum-wholesaler-retailer-consumer
•Producer–village merchant–miller–retailer–consumer
•Producer–govt. procurement–miller–retailer–consumer
•Hybrid Channels
Meaning: hybrid marketing channel network, a single firm may set up two or
more marketing channels in order to reach multiple marketing segments.
Today’s successful companies are also multiplying the number of “go-to-
market” or hybrid channels in any one-market area
.
•Companies that manage hybrid channels must make sure these channels
work well together and match each target customer’s preferred ways of doing
business.
•Customers expect channel integration, characterized by the following features:
    A)The ability to order a product online and pick it up at a convenient retail
    location
    B)The ability to return an online ordered product to a nearby store of the
    retailer.
            The right to receive discounts based on total online and off-line
purchases
Let’s consider banking Industry:
•For different customer from high to low in the level of value added and
customization should be changed.
•In different range of products inclucding superannuation, telephone banking
and internet trading.
•Superannuation is a special kind of services that required a lot of
communication and information between bank's officer and customer
•Telephone banking it requires little interactions; hence little value is added form
the channel,
•In internet banking where investors can easily seek for consultation from their
stock broker a distance away.
 In changing environment customer becoming more informed about the product
and technology has made an innovation in automatic field.


                                                                         HOME
 According to NUNES and CESPEDES:-

   Habitual shoppers.
   High -value deal seekers
   Variety-loving shoppers
   High involvement shoppers
Habitual Customers
High value deal seekers
Marketing channels
Variety loving shoppers




HOME
 A Value network is the system of partnerships and
  alliances that a firm creates to source, augment,
  and deliver its offerings.
 A supply chain view of a firm sees markets as
  destination points and amounts to a linear view of
  the flow. The company should first think of the
  target market, and then design the supply chain
  backward from that point.
 This view has been called demand chain planning.
 A value network includes a firm’s suppliers, its suppliers’
  suppliers, its immediate customers, and their end
  customers.
 A company needs to orchestrate these parties to enable it to
  deliver superior value to the target market.
 Demand chain planning yields several insights:
    The company can estimate whether more money is made
     upstream or downstream.
 The company is more aware of disturbances anywhere in the
  supply chain that might cause costs, prices, or supplies to
  change suddenly
• Companies can go online with their business partners to
  carry on faster and more accurate communications,
  transactions, and payments to reduce costs, speed up
  information, and increase accuracy.
• Marketers have traditionally focused on the side of the
  value network that looks toward the customer. In the
  future, they will increasingly participate in, influence their
  companies’ upstream activities, and become network
  managers
 Managing this value network has required companies
 to make increasing investments in information
 technology (IT) and software




                                                 HOME
Marketing channels

Weitere ähnliche Inhalte

Was ist angesagt?

Pricing policies & strategies
Pricing policies & strategiesPricing policies & strategies
Pricing policies & strategiesDeepak Kanwal
 
Marketing agriculture produce
Marketing agriculture produceMarketing agriculture produce
Marketing agriculture produceSwapnil Enjoyin
 
Cooperative marketing
Cooperative marketingCooperative marketing
Cooperative marketingAjit Majumder
 
Agriculture produce marketing
Agriculture produce marketingAgriculture produce marketing
Agriculture produce marketingImran Sarker
 
Distribution channels involved in agribusiness
Distribution channels involved in agribusinessDistribution channels involved in agribusiness
Distribution channels involved in agribusinessAjit Majumder
 
Promotion and pricing strategies
Promotion and pricing strategiesPromotion and pricing strategies
Promotion and pricing strategiesMehul Rasadiya
 
Price spread and marketing efficiency
Price spread and marketing efficiencyPrice spread and marketing efficiency
Price spread and marketing efficiencySakthivel R
 
Agricultural Marketing
Agricultural MarketingAgricultural Marketing
Agricultural MarketingGopakumar V S
 
Marketing efficiency, Market margin and Marketing cost
Marketing efficiency, Market margin and Marketing costMarketing efficiency, Market margin and Marketing cost
Marketing efficiency, Market margin and Marketing costDr Sathaiah Manimuthu
 
Marketing and its Functions
Marketing and its FunctionsMarketing and its Functions
Marketing and its FunctionsL.Prakash Kannan
 
SUPPLY CHAIN MANAGEMENT
SUPPLY CHAIN MANAGEMENTSUPPLY CHAIN MANAGEMENT
SUPPLY CHAIN MANAGEMENTDronak Sahu
 
Classification and characteristics of agricultural market
Classification and characteristics of agricultural marketClassification and characteristics of agricultural market
Classification and characteristics of agricultural marketSourav Rout
 
Marketing ( system , elements , features )
Marketing ( system , elements , features )Marketing ( system , elements , features )
Marketing ( system , elements , features )NehaArora216
 

Was ist angesagt? (20)

Pricing policies & strategies
Pricing policies & strategiesPricing policies & strategies
Pricing policies & strategies
 
Pricing strategies
Pricing strategiesPricing strategies
Pricing strategies
 
Agricultural marketing
Agricultural marketing Agricultural marketing
Agricultural marketing
 
Promotion in marketing
Promotion in marketingPromotion in marketing
Promotion in marketing
 
Marketing agriculture produce
Marketing agriculture produceMarketing agriculture produce
Marketing agriculture produce
 
type of selling
type of sellingtype of selling
type of selling
 
Cooperative marketing
Cooperative marketingCooperative marketing
Cooperative marketing
 
Agriculture produce marketing
Agriculture produce marketingAgriculture produce marketing
Agriculture produce marketing
 
Distribution channels involved in agribusiness
Distribution channels involved in agribusinessDistribution channels involved in agribusiness
Distribution channels involved in agribusiness
 
Promotion and pricing strategies
Promotion and pricing strategiesPromotion and pricing strategies
Promotion and pricing strategies
 
Product life cycle
Product life cycleProduct life cycle
Product life cycle
 
Price spread and marketing efficiency
Price spread and marketing efficiencyPrice spread and marketing efficiency
Price spread and marketing efficiency
 
Agricultural Marketing
Agricultural MarketingAgricultural Marketing
Agricultural Marketing
 
Marketing efficiency, Market margin and Marketing cost
Marketing efficiency, Market margin and Marketing costMarketing efficiency, Market margin and Marketing cost
Marketing efficiency, Market margin and Marketing cost
 
Agricultural marketing
Agricultural marketingAgricultural marketing
Agricultural marketing
 
Marketing and its Functions
Marketing and its FunctionsMarketing and its Functions
Marketing and its Functions
 
SUPPLY CHAIN MANAGEMENT
SUPPLY CHAIN MANAGEMENTSUPPLY CHAIN MANAGEMENT
SUPPLY CHAIN MANAGEMENT
 
Classification and characteristics of agricultural market
Classification and characteristics of agricultural marketClassification and characteristics of agricultural market
Classification and characteristics of agricultural market
 
Marketing mix ppt
Marketing mix pptMarketing mix ppt
Marketing mix ppt
 
Marketing ( system , elements , features )
Marketing ( system , elements , features )Marketing ( system , elements , features )
Marketing ( system , elements , features )
 

Andere mochten auch (20)

Marketing Channels
Marketing ChannelsMarketing Channels
Marketing Channels
 
Integrated marketing channels
Integrated marketing channelsIntegrated marketing channels
Integrated marketing channels
 
Marketing Channel Structure and Functions
Marketing Channel Structure and FunctionsMarketing Channel Structure and Functions
Marketing Channel Structure and Functions
 
Marketing Channels
Marketing ChannelsMarketing Channels
Marketing Channels
 
Strategic Account Management Presentation
Strategic Account Management PresentationStrategic Account Management Presentation
Strategic Account Management Presentation
 
Vertical and horizontal system
Vertical and horizontal systemVertical and horizontal system
Vertical and horizontal system
 
DISTRIBUTION CHANNELS
DISTRIBUTION CHANNELSDISTRIBUTION CHANNELS
DISTRIBUTION CHANNELS
 
DISTRIBUTION
DISTRIBUTIONDISTRIBUTION
DISTRIBUTION
 
Mass Retail PPT Slide
Mass Retail PPT SlideMass Retail PPT Slide
Mass Retail PPT Slide
 
Marketing risk advisory brochure 2013
Marketing risk advisory brochure 2013Marketing risk advisory brochure 2013
Marketing risk advisory brochure 2013
 
Hypermarket
Hypermarket Hypermarket
Hypermarket
 
MARKETING INSTITUTIONS
MARKETING INSTITUTIONSMARKETING INSTITUTIONS
MARKETING INSTITUTIONS
 
What is hypermarket
What is hypermarketWhat is hypermarket
What is hypermarket
 
DIFFERENT APPROACHES TO THE STUDY OF MARKETING
DIFFERENT APPROACHES TO THE STUDY OF MARKETINGDIFFERENT APPROACHES TO THE STUDY OF MARKETING
DIFFERENT APPROACHES TO THE STUDY OF MARKETING
 
Marketing Channels
Marketing ChannelsMarketing Channels
Marketing Channels
 
Marketing Environment
Marketing Environment Marketing Environment
Marketing Environment
 
Merchandising
MerchandisingMerchandising
Merchandising
 
Cashewnut
CashewnutCashewnut
Cashewnut
 
Marketing channels
Marketing channelsMarketing channels
Marketing channels
 
B2B Strategic Account Management - SAM
B2B Strategic Account Management - SAMB2B Strategic Account Management - SAM
B2B Strategic Account Management - SAM
 

Ähnlich wie Marketing channels

channel marketing, selection, vertical marketing
channel marketing, selection, vertical marketing channel marketing, selection, vertical marketing
channel marketing, selection, vertical marketing Nishant Pahad
 
Designing & managing : Integrated marketing channels
Designing & managing : Integrated marketing channels Designing & managing : Integrated marketing channels
Designing & managing : Integrated marketing channels Anand Dabasara
 
Chapter 8 Delivering Value
Chapter 8 Delivering ValueChapter 8 Delivering Value
Chapter 8 Delivering ValuePeleZain
 
Business marketing -module_3
Business marketing -module_3Business marketing -module_3
Business marketing -module_3Ashish Sahu
 
Marketing channels, retailers and wholesalers
Marketing channels, retailers and wholesalersMarketing channels, retailers and wholesalers
Marketing channels, retailers and wholesalersMayanka Singh
 
Designing and managing integrated marketing channels
Designing and managing integrated marketing channelsDesigning and managing integrated marketing channels
Designing and managing integrated marketing channelsPranjal Mathur
 
Marketing channel & supply chain management (principles of marketing)
Marketing channel & supply chain management (principles of marketing)Marketing channel & supply chain management (principles of marketing)
Marketing channel & supply chain management (principles of marketing)Denni Domingo
 
Designing & managing integrated marketing channels-Kirit Kene
Designing & managing integrated marketing channels-Kirit KeneDesigning & managing integrated marketing channels-Kirit Kene
Designing & managing integrated marketing channels-Kirit KeneKiritKene
 
Marketing Channel and Wholesaling Management
Marketing Channel and Wholesaling ManagementMarketing Channel and Wholesaling Management
Marketing Channel and Wholesaling ManagementKULDEEP MATHUR
 
Concept of promotion mix
Concept of promotion mixConcept of promotion mix
Concept of promotion mixKiran Kumar
 
Distribution Channels and Marketing Intermediary in E marketing
Distribution Channels and Marketing Intermediary in E marketing Distribution Channels and Marketing Intermediary in E marketing
Distribution Channels and Marketing Intermediary in E marketing Nischal16
 
Business marketing channels
Business marketing channelsBusiness marketing channels
Business marketing channelsAli Heydari
 
Delivering Value: Designing & Managing Integrated Marketing Channels
Delivering Value:Designing & ManagingIntegrated Marketing ChannelsDelivering Value:Designing & ManagingIntegrated Marketing Channels
Delivering Value: Designing & Managing Integrated Marketing Channels Choudhry Asad
 
Distribution Management.pptx
Distribution Management.pptxDistribution Management.pptx
Distribution Management.pptxAnshika865276
 

Ähnlich wie Marketing channels (20)

Delivering value
Delivering valueDelivering value
Delivering value
 
channel marketing, selection, vertical marketing
channel marketing, selection, vertical marketing channel marketing, selection, vertical marketing
channel marketing, selection, vertical marketing
 
Designing & managing : Integrated marketing channels
Designing & managing : Integrated marketing channels Designing & managing : Integrated marketing channels
Designing & managing : Integrated marketing channels
 
Chapter 8 Delivering Value
Chapter 8 Delivering ValueChapter 8 Delivering Value
Chapter 8 Delivering Value
 
Business marketing -module_3
Business marketing -module_3Business marketing -module_3
Business marketing -module_3
 
Marketing channels, retailers and wholesalers
Marketing channels, retailers and wholesalersMarketing channels, retailers and wholesalers
Marketing channels, retailers and wholesalers
 
Distribution management
Distribution managementDistribution management
Distribution management
 
Designing and managing integrated marketing channels
Designing and managing integrated marketing channelsDesigning and managing integrated marketing channels
Designing and managing integrated marketing channels
 
Marketing channel & supply chain management (principles of marketing)
Marketing channel & supply chain management (principles of marketing)Marketing channel & supply chain management (principles of marketing)
Marketing channel & supply chain management (principles of marketing)
 
Prnciple Unit 3.pptx
Prnciple Unit 3.pptxPrnciple Unit 3.pptx
Prnciple Unit 3.pptx
 
Distribution strategy
Distribution strategyDistribution strategy
Distribution strategy
 
Marketing Mix-Place Decisions
Marketing Mix-Place DecisionsMarketing Mix-Place Decisions
Marketing Mix-Place Decisions
 
Designing & managing integrated marketing channels-Kirit Kene
Designing & managing integrated marketing channels-Kirit KeneDesigning & managing integrated marketing channels-Kirit Kene
Designing & managing integrated marketing channels-Kirit Kene
 
Marketing Channel and Wholesaling Management
Marketing Channel and Wholesaling ManagementMarketing Channel and Wholesaling Management
Marketing Channel and Wholesaling Management
 
Concept of promotion mix
Concept of promotion mixConcept of promotion mix
Concept of promotion mix
 
Mm.13.10
Mm.13.10Mm.13.10
Mm.13.10
 
Distribution Channels and Marketing Intermediary in E marketing
Distribution Channels and Marketing Intermediary in E marketing Distribution Channels and Marketing Intermediary in E marketing
Distribution Channels and Marketing Intermediary in E marketing
 
Business marketing channels
Business marketing channelsBusiness marketing channels
Business marketing channels
 
Delivering Value: Designing & Managing Integrated Marketing Channels
Delivering Value:Designing & ManagingIntegrated Marketing ChannelsDelivering Value:Designing & ManagingIntegrated Marketing Channels
Delivering Value: Designing & Managing Integrated Marketing Channels
 
Distribution Management.pptx
Distribution Management.pptxDistribution Management.pptx
Distribution Management.pptx
 

Kürzlich hochgeladen

The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice documentXsasf Sfdfasd
 
How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesCeline George
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.EnglishCEIPdeSigeiro
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfTechSoup
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxKatherine Villaluna
 
Education and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptxEducation and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptxraviapr7
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17Celine George
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17Celine George
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationMJDuyan
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesMohammad Hassany
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptxraviapr7
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational PhilosophyShuvankar Madhu
 
Practical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxPractical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxKatherine Villaluna
 
3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptxmary850239
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfMohonDas
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxAditiChauhan701637
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsEugene Lysak
 
CAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxCAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxSaurabhParmar42
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 

Kürzlich hochgeladen (20)

The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice document
 
How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 Sales
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
 
Education and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptxEducation and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptx
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive Education
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming Classes
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational Philosophy
 
Practical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxPractical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptx
 
3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptx
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdf
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptx
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George Wells
 
CAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxCAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptx
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 

Marketing channels

  • 2. 4.Channel 1.Summary development 2.Marketing 5.Understanding channels & Value customer needs network 3.The importance 6.Value of channels networks HOME
  • 3. Most producers do not sell their goods directly to final users. Between producers and final users stands one or more marketing channels, a host of marketing intermediaries performing a variety of functions. Important functions: Information, Promotion, Ordering, Financing, risk taking, physical possession, payment and title.
  • 4. Conflict in Marketing Channels results from:  Goal incompatibility  Poorly defined roles  Perceptual differences  Interdependent relationships How do Companies Manage Conflict in Marketing Channels???  Strive for Super ordinate Goals  Exchanging people among two or more channel levels  Opting for Leader’s support from different parts of the channel  Encouraging Joint Membership in and between trade associations Employing Diplomacy Mediation or arbitration Pursuing legal recourse HOME
  • 5. Meaning: Most producers do not sell their goods directly to the final users; between them stands a set of intermediaries performing a variety of functions. A marketing channels includes one or more marketing intermediaries performing variety of functions: 1. Provides Value 2. Performs a function and 3. Expects an economic return
  • 6. These intermediaries constitute a marketing channel (also called a trade channel or distribution channel). Marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. Channel Marketing most often relates to the sale of products. However it is not limited to the distribution of physical goods. For example: oBank and Credit unions depend on a network of ATMs to offer their services. oFinancial Management and insurance organizations disseminate information through systems provided by other vendors.
  • 7. There are basically three types of Intermediaries:  Merchants: These type of intermediaries buy, take title to and resell the merchandise. Agents: These type of intermediaries search for customers and may negotiate on the producers behalf but they do not take title to the goods. Facilitators: These type of intermediaries only assist in the distribution process but neither takes title to the goods nor negotiates, purchase or sales.
  • 9. What is a 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.
  • 10. The Importance of Channels • Fill the gaps between the production and consumption process. • Reduces the amount of time and expenditure of the manufacturer. • Promote the product through efficient display etc. • Apprising manufacturers of customer requirements time to time. • Add value to a company’s product.
  • 11. Why are Marketing Intermediaries Used?  The use of intermediaries results from their greater efficiency in making goods available to target markets.  Offers the firm more than it can achieve on its own through the intermediaries:  Contacts,  Experience,  Specialization,  Scale of operation.  Purpose: match supply from producers to demand from consumers. 11-11
  • 12. Marketing channel strategies PUSH PULL STRATEGY STRATEGY HOME
  • 13. PUSH STRATEGY • Manufacturer uses its sales force and trade promotion money to induce intermediaries to carry,promote,and sell the product to the end users. • It is appropriate where there is low brand loyalty in a category,brand choice is made in the store,product is the impulse item,and poduct benefits are well unserstood.
  • 14. PULL STRATEGY • Manufacturer using advertising and promotion to persuade consumer to ask intermediaries for the product,thus inducing intermediaries to order it. • It is appropriate where there is brand loyalty and when people perceive defferences between brands and when people choose the brand before they go to the store.
  • 15. How a channels Reduces the time and expenditure of manufacturer HOME
  • 16. •Channel Development •A new firm typically starts as a local operation selling in a limited market, using existing intermediaries. If the firm is successful, it might branch into new markets and use different channels in different markets. •International markets pose distinct challenges. Customers’ shopping habits can vary by countries. •International marketing involves coordinating the firm’s marketing activities in more than one nation. •The international marketing strategy is effectively realized by choosing the suitable international marketing channel •. The channel is the medium through which the firm’s global marketing strategy is among the customers scattered all around the globe.
  • 17. Example: •Tata Nano will be imported to Malaysia by Tata Industries in parts. •It will be assembled in its two factories i.e in Shah Alam, Selangor and Pasir Gudang, Johor Bahru. •There are four distribution centres in Peninsular Malaysia i.e. in Kuala Lumpur, Penang, Johor Bahru and Kuantan. •All Tata Nano cars will be distributed through these distribution centres only. •Order can be made vide these distribution centres or its web site
  • 18. (B) The channel system evolves as a function of local opportunities and conditions. Let’s look into how Agriculture Marketing channel works: Farmers producing agricultural produce are scattered in remote villages while consumers are in semi-urban and urban areas. This produce has to reach consumers for its final use and consumption. There are different agencies and functionaries through which this produce passes and reaches the consumer. Factors affecting channels: There are several channels of distribution depending upon type of produce or commodity. Each commodity group has slightly different channel. The factors are : •Perishable nature of produce .e.g. fruits, vegetables, flowers, milk, meat, etc. •Bulk and weight–cotton, fodders are bulky but light in weight. •Storage facilities. •Weak or strong marketing agency. •Distance between producer and consumer. Whether local market or distant market.
  • 19. .Types of Market Channels: Some of the typical marketing channels for different product groups are given below: Channels of rice: •Producer–miller->consumer (village sale) •Producer–miller->retailer–consumer (local sale) •Producer–wholesaler->miller–retailer–consumer •Producer–miller–cum-wholesaler-retailer-consumer •Producer–village merchant–miller–retailer–consumer •Producer–govt. procurement–miller–retailer–consumer
  • 20. •Hybrid Channels Meaning: hybrid marketing channel network, a single firm may set up two or more marketing channels in order to reach multiple marketing segments. Today’s successful companies are also multiplying the number of “go-to- market” or hybrid channels in any one-market area . •Companies that manage hybrid channels must make sure these channels work well together and match each target customer’s preferred ways of doing business. •Customers expect channel integration, characterized by the following features: A)The ability to order a product online and pick it up at a convenient retail location B)The ability to return an online ordered product to a nearby store of the retailer. The right to receive discounts based on total online and off-line purchases
  • 21. Let’s consider banking Industry: •For different customer from high to low in the level of value added and customization should be changed. •In different range of products inclucding superannuation, telephone banking and internet trading. •Superannuation is a special kind of services that required a lot of communication and information between bank's officer and customer •Telephone banking it requires little interactions; hence little value is added form the channel, •In internet banking where investors can easily seek for consultation from their stock broker a distance away. In changing environment customer becoming more informed about the product and technology has made an innovation in automatic field. HOME
  • 22.  According to NUNES and CESPEDES:- Habitual shoppers. High -value deal seekers Variety-loving shoppers High involvement shoppers
  • 24. High value deal seekers
  • 27.  A Value network is the system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings.  A supply chain view of a firm sees markets as destination points and amounts to a linear view of the flow. The company should first think of the target market, and then design the supply chain backward from that point.
  • 28.  This view has been called demand chain planning.  A value network includes a firm’s suppliers, its suppliers’ suppliers, its immediate customers, and their end customers.  A company needs to orchestrate these parties to enable it to deliver superior value to the target market.  Demand chain planning yields several insights:  The company can estimate whether more money is made upstream or downstream.  The company is more aware of disturbances anywhere in the supply chain that might cause costs, prices, or supplies to change suddenly
  • 29. • Companies can go online with their business partners to carry on faster and more accurate communications, transactions, and payments to reduce costs, speed up information, and increase accuracy. • Marketers have traditionally focused on the side of the value network that looks toward the customer. In the future, they will increasingly participate in, influence their companies’ upstream activities, and become network managers
  • 30.  Managing this value network has required companies to make increasing investments in information technology (IT) and software HOME