A marketing channel is a network of relationships that connects producers and users to transfer ownership of products and services. It fills gaps in production and consumption by managing the flow of goods over time, distance, quantity, and variety. Channels exist at different levels from one-level to multi-level and analyze factors like customer expectations, utility, and service. Channels must be flexible and prepared to respond to economic, legal, political, social, and technological changes. Examples of horizontal and vertical marketing systems include banks locating ATMs in stores and companies jointly managing distribution through contracts. Multi-channel systems allow firms to reach multiple segments through various marketing avenues. Conflicts can arise within and between channels due to different goals, which require negotiation, problem
This document discusses marketing channels and channel management. It covers how distributors can reduce the number of transactions in a channel. It also discusses different types of consumer and industrial marketing channels, as well as customers' desired service levels. Additionally, it examines channel management decisions like selecting, motivating and evaluating channels. Finally, it reviews legal and ethical issues that can arise in channel relations.
A vertical marketing system (VMS) is one in which the main members of a distribution channel - producer, wholesaler, and retailer work together as a unified group in order to meet consumer needs.
Horizontal Marketing System is a merger of firms on the same level in order to pursue marketing opportunities.
By working together, companies can combine their capital, production capabilities, or marketing resources to accomplish more than any one company could alone.
The document discusses business marketing channels. It covers the critical role of industrial distributors and manufacturers' representatives in business channels. It also discusses requirements for successful channel strategy, including designing the channel structure to meet marketing objectives and managing the channel to achieve goals. The document outlines different channel alternatives for business markets and considerations for channel design, administration, and motivating channel members.
This document provides an overview of key concepts in statistics including:
- Descriptive statistics such as frequency distributions which organize and summarize data
- Inferential statistics which make estimates or predictions about populations based on samples
- Types of variables including quantitative, qualitative, discrete and continuous
- Levels of measurement including nominal, ordinal, interval and ratio
- Common measures of central tendency (mean, median, mode) and dispersion (range, standard deviation)
The document discusses managing marketing channels and place in the marketing mix. It defines marketing channels as the series of individuals and firms that participate in moving goods from producer to final user. Intermediaries like retailers and wholesalers are discussed as well as how they add value through improving exchange efficiency and eliminating discrepancies. The document also covers decisions around direct versus indirect channels, target market coverage, and types of vertical marketing systems.
This document discusses marketing channels and distribution. It defines marketing channels as the interconnected organizations involved in making a product available for consumption. Channels of distribution include multiple levels from manufacturers to consumers, such as wholesalers and retailers. Intermediaries are middlemen that take ownership of goods and sell them for profit. Key intermediaries discussed are wholesalers, retailers, and agent middlemen like brokers. Important factors in choosing distribution channels include product characteristics, market forces, institutional capabilities, and environmental considerations.
Product Launch Presentation By Linda Johnsonlindajohnsonh
Ìý
The document outlines the steps for launching a new product, including defining the product, setting objectives and budgets for marketing activities, creating a timeline, and measuring the success of the launch through activities like advertising, trade shows, and evaluating customer response. It provides details on planning specific elements of the launch like developing collateral, choosing a name, preparing demonstrations and displays, and considering international launches.
This document discusses vertical and horizontal marketing systems. It defines vertical marketing systems as consisting of producers, wholesalers, and retailers acting as a unified system to maximize profits for the entire channel. There are several types of vertical marketing systems, including corporate VMS, contractual VMS, and administered VMS. Horizontal marketing systems involve companies at the same level joining together to pursue new opportunities, combining their resources. Both vertical and horizontal systems provide advantages like increased efficiency and satisfaction, but vertical systems also allow for close monitoring and control across levels.
Distribution channels marketing management pptGanesh Asokan
Ìý
The document discusses key aspects of channels including their nature, design, management and conflicts. It describes how channels help distribute products efficiently by utilizing specialized intermediaries. The document outlines factors to consider in channel design like customer needs, objectives and alternative structures. It also discusses evaluating alternatives based on economic and control criteria. Finally, the summary highlights how channel members are selected, motivated and evaluated over time to ensure good performance.
Planning a Product launch ? Here is a guideline/template for Defining a Go To Market Strategy. The deck would be more apt for Technology Product / Solution launch. Feel free to download and customize the deck for your needs.
The document discusses physical distribution and distribution channels. It defines physical distribution as moving tangible products through distribution channels. Physical distribution management involves activities like order processing, inventory control, inventory location and warehousing, materials handling, and transportation. When designing marketing channels, marketers consider factors like setting distribution objectives, specifying distribution tasks, developing alternative channel structures, evaluating relevant variables, and selecting channel members. Channel structure dimensions include the number of levels, intensity at various levels, and types of intermediaries. Variables affecting channel structure are market variables, product variables, company variables, intermediary variables, and environmental/behavioral variables. The key is developing a channel structure that aligns with objectives and considers all relevant factors.
This is Prateek Mishra from Ramaiah institute of management studies, Bangalore and the following presentation gives an overview of launch of a hypothetical product into the market.
Traditional selling process comprising of 7 steps is mentioned in this PPT. The difference between solution selling and Insight selling is brought to light. Referred Harvard Business Review and other leading Journals for making this PPT.
This document outlines a seven-step process for creating an effective go-to-market plan. It details the key questions that should be addressed at each step and the deliverables that result from completing each step. The seven steps include defining the product or service, target markets, value proposition, marketing and sales channels, sales process, required organizational structure, and supporting business processes. Following the seven steps will result in a comprehensive go-to-market plan that can be actionably implemented.
26 topline marketing strategies to launch a new brand, product or service. Includes a 1 page summary outlining the pros and cons of each approach as well as best in class examples. Designed as flashcards so that it can be printed out to help stimulate brainstorm sessions.
Dokumen tersebut membahas konsep dasar dari Talent-Based Human Resources Management, yang menekankan pentingnya mengidentifikasi bakat potensial setiap individu dan mengembangkannya agar mencapai kompetensi kelas dunia. Sistem ini berfokus pada rekrutmen, pengembangan karir, dan pengembangan kompetensi berdasarkan bakat masing-masing individu."
This document discusses various strategies for companies looking to enter global markets, including the advantages and risks of internationalization. It covers deciding whether to go abroad based on factors like foreign market opportunities and risks of failing to understand local culture. Methods of entering markets are examined, like indirect exporting, direct exporting, licensing, joint ventures, and direct investment. Considerations for the marketing program include adapting products, communication, prices, and distribution channels to local conditions.
Direct marketing involves using media like mail, catalogs, telemarketing, and websites to directly reach customers and measure responses. It allows for customization but can irritate or invade privacy. Well-designed websites provide content, community, customization and commerce. Sales forces are designed around objectives, strategies, structures, size and compensation. Managing sales forces involves recruiting, training, supervising, motivating and evaluating representatives to improve performance. Personal selling follows a seven-step process including prospecting, presenting, overcoming objections, closing and following up.
The document discusses developing and managing an advertising program. It explains that the five steps are to set objectives, establish a budget considering factors like product lifecycle and competition, develop message strategy and creative execution, decide on media selection evaluating reach and cost, and determine timing and allocation of advertising. It also covers evaluating effectiveness through research techniques. The document then briefly discusses sales promotion tools, events and public relations as means to promote products and the company image.
Chapter 17 Designing And Managing Integrated Marketing CommunicationsDiarta
Ìý
The document outlines eight steps for developing effective marketing communications: 1) Identify the target audience, 2) Determine communication objectives such as brand awareness or purchase intention, 3) Design communications to achieve the desired response by determining the message, creative strategy, and message source, 4) Select communication channels, 5) Establish the budget, 6) Decide on the marketing communication mix, 7) Measure communication results, and 8) Manage the integrated marketing communication process.
The document discusses retailing, wholesaling, and logistics. It describes different types of retailers like department stores, supermarkets, and discount stores. Retailers make decisions about their target markets, product assortment, pricing, and promotion. Wholesalers help manufacturers reach many small business customers efficiently through activities like selling, promoting, bulk breaking, and financing. Market logistics involves planning the infrastructure to meet customer demand through decisions about the value proposition, channel design, operational excellence, and information systems.
Chapter 14 Developing Pricing Strategies And ProgramsDiarta
Ìý
1. The document discusses developing pricing strategies and programs, noting that price is an important factor in determining market share and profitability.
2. It outlines steps for setting prices, including selecting pricing objectives, determining demand elasticity, estimating costs, analyzing competitors, and selecting a pricing method.
3. The document also discusses adapting prices through techniques like geographical pricing, price discounts, promotional pricing, and price discrimination.
This document discusses how companies can analyze competition within their industry. It outlines Michael Porter's five competitive forces model which identifies industry competitors, substitute products, potential entrants, buyers' bargaining power, and suppliers' bargaining power as key factors that determine the attractiveness of an industry. The document then provides tips for companies to identify their direct and indirect competitors based on satisfying similar customer needs. It also offers strategies for analyzing competitors' objectives, strengths, weaknesses, and strategies to determine how to position themselves against competitors. Finally, it stresses the importance of balancing a customer-centered approach with monitoring competitors.
The document discusses managing marketing channels and place in the marketing mix. It defines marketing channels as the series of individuals and firms that participate in moving goods from producer to final user. Intermediaries like retailers and wholesalers are discussed as well as how they add value through improving exchange efficiency and eliminating discrepancies. The document also covers decisions around direct versus indirect channels, target market coverage, and types of vertical marketing systems.
This document discusses marketing channels and distribution. It defines marketing channels as the interconnected organizations involved in making a product available for consumption. Channels of distribution include multiple levels from manufacturers to consumers, such as wholesalers and retailers. Intermediaries are middlemen that take ownership of goods and sell them for profit. Key intermediaries discussed are wholesalers, retailers, and agent middlemen like brokers. Important factors in choosing distribution channels include product characteristics, market forces, institutional capabilities, and environmental considerations.
Product Launch Presentation By Linda Johnsonlindajohnsonh
Ìý
The document outlines the steps for launching a new product, including defining the product, setting objectives and budgets for marketing activities, creating a timeline, and measuring the success of the launch through activities like advertising, trade shows, and evaluating customer response. It provides details on planning specific elements of the launch like developing collateral, choosing a name, preparing demonstrations and displays, and considering international launches.
This document discusses vertical and horizontal marketing systems. It defines vertical marketing systems as consisting of producers, wholesalers, and retailers acting as a unified system to maximize profits for the entire channel. There are several types of vertical marketing systems, including corporate VMS, contractual VMS, and administered VMS. Horizontal marketing systems involve companies at the same level joining together to pursue new opportunities, combining their resources. Both vertical and horizontal systems provide advantages like increased efficiency and satisfaction, but vertical systems also allow for close monitoring and control across levels.
Distribution channels marketing management pptGanesh Asokan
Ìý
The document discusses key aspects of channels including their nature, design, management and conflicts. It describes how channels help distribute products efficiently by utilizing specialized intermediaries. The document outlines factors to consider in channel design like customer needs, objectives and alternative structures. It also discusses evaluating alternatives based on economic and control criteria. Finally, the summary highlights how channel members are selected, motivated and evaluated over time to ensure good performance.
Planning a Product launch ? Here is a guideline/template for Defining a Go To Market Strategy. The deck would be more apt for Technology Product / Solution launch. Feel free to download and customize the deck for your needs.
The document discusses physical distribution and distribution channels. It defines physical distribution as moving tangible products through distribution channels. Physical distribution management involves activities like order processing, inventory control, inventory location and warehousing, materials handling, and transportation. When designing marketing channels, marketers consider factors like setting distribution objectives, specifying distribution tasks, developing alternative channel structures, evaluating relevant variables, and selecting channel members. Channel structure dimensions include the number of levels, intensity at various levels, and types of intermediaries. Variables affecting channel structure are market variables, product variables, company variables, intermediary variables, and environmental/behavioral variables. The key is developing a channel structure that aligns with objectives and considers all relevant factors.
This is Prateek Mishra from Ramaiah institute of management studies, Bangalore and the following presentation gives an overview of launch of a hypothetical product into the market.
Traditional selling process comprising of 7 steps is mentioned in this PPT. The difference between solution selling and Insight selling is brought to light. Referred Harvard Business Review and other leading Journals for making this PPT.
This document outlines a seven-step process for creating an effective go-to-market plan. It details the key questions that should be addressed at each step and the deliverables that result from completing each step. The seven steps include defining the product or service, target markets, value proposition, marketing and sales channels, sales process, required organizational structure, and supporting business processes. Following the seven steps will result in a comprehensive go-to-market plan that can be actionably implemented.
26 topline marketing strategies to launch a new brand, product or service. Includes a 1 page summary outlining the pros and cons of each approach as well as best in class examples. Designed as flashcards so that it can be printed out to help stimulate brainstorm sessions.
Dokumen tersebut membahas konsep dasar dari Talent-Based Human Resources Management, yang menekankan pentingnya mengidentifikasi bakat potensial setiap individu dan mengembangkannya agar mencapai kompetensi kelas dunia. Sistem ini berfokus pada rekrutmen, pengembangan karir, dan pengembangan kompetensi berdasarkan bakat masing-masing individu."
This document discusses various strategies for companies looking to enter global markets, including the advantages and risks of internationalization. It covers deciding whether to go abroad based on factors like foreign market opportunities and risks of failing to understand local culture. Methods of entering markets are examined, like indirect exporting, direct exporting, licensing, joint ventures, and direct investment. Considerations for the marketing program include adapting products, communication, prices, and distribution channels to local conditions.
Direct marketing involves using media like mail, catalogs, telemarketing, and websites to directly reach customers and measure responses. It allows for customization but can irritate or invade privacy. Well-designed websites provide content, community, customization and commerce. Sales forces are designed around objectives, strategies, structures, size and compensation. Managing sales forces involves recruiting, training, supervising, motivating and evaluating representatives to improve performance. Personal selling follows a seven-step process including prospecting, presenting, overcoming objections, closing and following up.
The document discusses developing and managing an advertising program. It explains that the five steps are to set objectives, establish a budget considering factors like product lifecycle and competition, develop message strategy and creative execution, decide on media selection evaluating reach and cost, and determine timing and allocation of advertising. It also covers evaluating effectiveness through research techniques. The document then briefly discusses sales promotion tools, events and public relations as means to promote products and the company image.
Chapter 17 Designing And Managing Integrated Marketing CommunicationsDiarta
Ìý
The document outlines eight steps for developing effective marketing communications: 1) Identify the target audience, 2) Determine communication objectives such as brand awareness or purchase intention, 3) Design communications to achieve the desired response by determining the message, creative strategy, and message source, 4) Select communication channels, 5) Establish the budget, 6) Decide on the marketing communication mix, 7) Measure communication results, and 8) Manage the integrated marketing communication process.
The document discusses retailing, wholesaling, and logistics. It describes different types of retailers like department stores, supermarkets, and discount stores. Retailers make decisions about their target markets, product assortment, pricing, and promotion. Wholesalers help manufacturers reach many small business customers efficiently through activities like selling, promoting, bulk breaking, and financing. Market logistics involves planning the infrastructure to meet customer demand through decisions about the value proposition, channel design, operational excellence, and information systems.
Chapter 14 Developing Pricing Strategies And ProgramsDiarta
Ìý
1. The document discusses developing pricing strategies and programs, noting that price is an important factor in determining market share and profitability.
2. It outlines steps for setting prices, including selecting pricing objectives, determining demand elasticity, estimating costs, analyzing competitors, and selecting a pricing method.
3. The document also discusses adapting prices through techniques like geographical pricing, price discounts, promotional pricing, and price discrimination.
This document discusses how companies can analyze competition within their industry. It outlines Michael Porter's five competitive forces model which identifies industry competitors, substitute products, potential entrants, buyers' bargaining power, and suppliers' bargaining power as key factors that determine the attractiveness of an industry. The document then provides tips for companies to identify their direct and indirect competitors based on satisfying similar customer needs. It also offers strategies for analyzing competitors' objectives, strengths, weaknesses, and strategies to determine how to position themselves against competitors. Finally, it stresses the importance of balancing a customer-centered approach with monitoring competitors.
The document discusses product life cycle marketing strategies and market evolution. It describes the four stages of a product life cycle as introduction, growth, maturity, and decline. Different marketing strategies are needed for each stage, such as early adoption in introduction, market penetration in growth, and niche markets in maturity. As markets evolve over time they also pass through four stages of emergence, growth, maturity, and decline. Firms must understand a market's path of evolution to adapt their products and strategies accordingly.
Brand equity refers to the added value provided to products and services by a brand. It is measured by how consumers think, feel and act towards the brand and is reflected in prices, market share and profits. David Aaker views brand equity as consisting of brand awareness, brand associations, perceived quality, brand loyalty and other proprietary assets. Marketers build brand equity by choosing memorable and meaningful brand elements, designing holistic marketing activities, and creating the right brand knowledge structures with consumers. Managing brand equity requires reinforcing, revitalizing or addressing crises to change brand knowledge over the long term. Brand portfolios introduce multiple brands to attract varied customers while minimizing overlap between brands.
Business suppliers and customers are exploring closer relationships through supply chain management, early supplier involvement, and purchasing alliances to improve effectiveness and efficiency. For example, Motoman Inc. and Stillwater Technologies work closely with Honda Motor Company on system projects. Institutional markets like schools and hospitals look for vendors that meet quality standards and offer low prices. Government buyers require extensive paperwork from vendors and prefer open bidding and domestic companies.
Chapter 1 Defining Marketing For The 21st CenturyDiarta
Ìý
The document defines marketing and discusses its scope and concepts. It outlines different orientations companies can take, such as production, selling, and marketing concepts. The marketing concept focuses on customer needs and satisfaction. Trends in marketing management include organizing around customer segments, emphasizing intangible assets like brands, and focusing on customer lifetime value rather than individual transactions. The document also covers fundamental marketing concepts such as the marketing mix, supply chains, competition, and the marketing environment.
The document discusses product strategy and the relationship between products and brands. It defines different levels in a product hierarchy from core needs to specific items. It also describes how companies structure their product mixes, including the width, length, depth and consistency. Companies lengthen their lines through line stretching, either down-market or up-market, or through line filling. Co-branding and ingredient branding are also discussed as strategies for combining brands.
Dokumen ini membahas tentang pasar tenaga kerja, pengangguran, dan inflasi angkatan kerja. Secara singkat, dibahas tentang definisi pengangguran dan angkatan kerja, tingkat pengangguran dan partisipasi angkatan kerja, jenis-jenis pengangguran, kurva supply dan demand tenaga kerja, hubungan antara pengangguran dan inflasi, serta dampak pengangguran bagi output dan individu pengangguran.