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Marketing Channels

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Marketing Channels
14
Designing and Managing
Integrated Marketing Channe

What Is a Marketing Channel?
A marketing channel system is the particular set of interdependent organizations involved in the process of making a product or service available for use or consumption.

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.

14-2

Channels and
Marketing Decisions



Push strategy
Pull strategy

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.

14-3

Hybrid channels
Hybrid channels or multichannel marketing occurs when a single firm uses two or more marketing channels to reach customer segments. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.

14-4

Buyer Expectations for
Channel Integration






Ability to order a product online and pick it up at a convenient retail location
Ability to return an online-ordered product to a nearby store
Right to receive discounts based on total online and offline purchases

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.

14-5

Channel Member Functions










Gather information
Develop and disseminate persuasive communications Reach agreements on price and terms
Acquire funds to finance inventories
Assume risks
Provide for storage
Provide for buyers’ payment of their bills
Oversee actual transfer of ownership

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.

14-6

Marketing Flows in the Marketing Channel for Forklift Trucks

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.

14-7

Marketing Channel Levels
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