Transcript Marketing channel

10
MARKETING AN INTRODUCTION
Armstrong/Kotler
Marketing Channels:
Delivering Customer Value
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Value Delivery Network
A value delivery network is made up of
the company, suppliers,
distributors, and
ultimately customers
who “partner” with
each other to
improve the
performance
of the entire system.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Channel
Marketing channel is a set of
interdependent
organizations that
help make a
product or service
available for use
or consumption by the
consumer or business user.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Channel Design Decisions
Marketing channel design includes designing
effective marketing channels
by analyzing consumer
needs, setting channel
objectives, identifying major
channel alternatives, and
evaluating them.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Channel Management Decisions
Marketing channel
management involves
selecting, managing, and
motivating individual
channel members and
evaluating their
performance over time.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Logistics
Marketing logistics (or physical distribution)
involves the planning, implementing, and
controlling the physical flow of materials, final
goods, and related information from points of
origin to points of consumption to meet customer
requirements at a profit.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Integrated Logistics Management
Integrated logistics management is the logistics
concept that emphasizes
teamwork, both inside the
company and among all
the marketing channel
organizations, to maximize
the performance of the entire distribution system.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall