...good to have one channel of distribution… Kathy Ireland Chief Designer of RFA, Founder of KIWW, Author, Model Classified - Highly Confidential 1 “ CONTENT • DESIGNING & MANAGING INTEGRATED MARKETING CHANNELS – Marketing Channels and Value Networks – The Role of Marketing Channel – Channel Design Decision – Channel Management Decision – Channel Integration & Systems – Conflict, Cooperation & Competition – E-Commerce Marketing Practices • MANAGING RETAILING, WHOLESALING & LOGISTICS – Retailing – Wholesaling – Market Logistics Classified - Highly Confidential 2 DESIGNING & MANAGING INTEGRATED MARKETING CHANNELS Classified - Highly Confidential 3 MARKETING CHANNELS AND VALUE NETWORKS Marketing Channel “the set of firms and individuals that take title, or assist in transferring title, to a good or service as it moves from the producer to the final consumer or industrial user” Kotler, P., and Armstrong (1989) Principles of Marketing. Prentice-Hall Classified - Highly Confidential 4 MARKETING CHANNELS AND VALUE NETWORKS Why It’s Important • Affect not only marketing decisions but also non-marketing’s • Convert potential buyers to profitable customers • Not only serve market but also make market Classified - Highly Confidential 5 MARKETING CHANNELS AND VALUE NETWORKS Marketing Channel Strategy Push Strategy Producer inducing Intermediaries Consumer When intermediaries can be persuaded to stock the product, in preference to those of competitors, then when customers...
Words: 1687 - Pages: 7
... Marketing in Action In an attempt to have you apply what it is that you are learning from your assigned textbook and readings and to do so in the context(s) in which you are most interested, you will be asked to seek out current marketing practices and relate them to the assigned readings. You must submit a written analysis applying marketing in action strategic audit processes and marketing mix. The subject of your analysis should be your company or an organization assigned by your Instructor. By selecting your company for analysis, or any other company approved by Instructor, you should be able to search about company background data and you must broadly analyze the marketing practices in your own organization framework based on what you have learned throughout the course. This analysis may be in terms of a “marketing strategic audit". Generally, your paper should focus on applying the five “P’s” of the marketing mix" to your subject company. You are reminded to keep the history and description of your company very short. An outline of such an action paper would include (but may not be limited to): Business Mission Statement: Briefly state your business mission. Is it clearly stated in marketing oriented terms? Can it be implemented? Does it give proper direction? Is it right for the organization? Is it right for the time? Does it address all stakeholder interests? Marketing Objectives and Goals:Are the organization’s marketing and...
Words: 498 - Pages: 2
...Marketing Management, 14e (Kotler/Keller) Chapter 1 Defining Marketing for the 21st Century 1) Which of the following statements about marketing is true? A) It is of little importance when products are standardized. B) It can help create jobs in the economy by increasing demand for goods and services. C) It helps to build a loyal customer base but has no impact on a firm's intangible assets. D) It is more important for bigger organizations than smaller ones. E) It is seldom used by nonprofit organizations. Answer: B Page Ref: 4 Objective: 1 Difficulty: Easy 2) ________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. A) Marketing management B) Knowledge management C) Operations management D) Strategic management E) Distribution management Answer: A Page Ref: 5 Objective: 2 Difficulty: Easy 3) Identify the correct statement about marketing management. A) It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services. B) It focuses mostly on monitoring the profitability of a company's products and services. C) It focuses solely on attaining an organization's sales goals in an efficient manner. D) It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy. E) It occurs when at least...
Words: 173926 - Pages: 696
...Classic Airlines and Marketing In this paper the author will provide an analysis of the Classic Airlines scenario. This analysis will include marketing concepts found that relates to the scenario. “Classic Airlines was the world’s fifth largest airline, Classic Airlines, commands a fleet of more than 375 jets that serve 240 cities with over 2,300 daily flights (Classic Airlines, 2010). Due to recent uncertainty of the economy Classic Airlines has experienced a variety of challenges. Their profit shares decrease 10%, and the decline of their reward program and membership (Classic Airlines, 2010). Other challenges that consumed the Airlines consisted of the lack of consumer’s confidence, and the organization decrease employee morale, revenue, and profit shares. The management team will come together to determines how to become successful once again. In efforts to increase the growth of Classic Airlines, the management team will have to develop and implement an effective marketing plan. “Marketing deals with identifying and meeting human and social needs” (Kotler & Keller, 2006). The marketing concepts that relate to the scenario consist of increasing the growth of this organization by determining the consumers needs, wants, and demand. Other marketing concepts involve planning, implementing, and controlling. From a managerial point of view, marketing is the process of planning and executing the concept, pricing, promotion, and distribution of ideas, goods...
Words: 351 - Pages: 2
...through in moving from the producer to the consumer", (Meyer et al, 1988). With the help of distribution channels, companies are able to overcome the time, place and possession gaps that separate goods and services from the consumers. As said by Aaker (1984), access to an effective and efficient marketing channel is often a key success factor. However, in this competitive era, an understanding of the alternative distribution channels and the trends in their relative importance can be of strategic importance for any company. For example, the growth and importance can be of a self service retail gasoline stations and the comparison growth in the importance of convenience stores such as the 7/11 chain in gasoline retailing has strategic significance to petroleum companies and distributors as well as to firms in food retailing (example adapted from Aaker, 1984). Additionally, because of competition, gaining distribution in some industries can be extremely difficult and costly. Nowadays, even large, established firms have trouble obtaining space on the supermarkets shelves for products with substantial marketing budgets. As said by Kotler and Armstrong (2001), members of the marketing or distribution perform several functions such as providing information for the company, promotes their goods and services, have contacts with buyers, matching buyers needs, as well as negotiate prices so that goods can be transferred....
Words: 1481 - Pages: 6
...concepts of marketing for a relevant services industry This research is about the concepts of marketing. I will therefore start by introducing the key terms marketing and marketing management. (Allen, 2007) stated that "Marketing pertains to the interactive process that requires developing, pricing, placing and promoting goods, ideas or services in order to facilitate exchanges between customers and sellers to satisfy the needs and wants of consumers". (Kotler et al, 1996) suggested that "Marketing is the process used to determine what products or services may be of interest to customers and the strategy to use in sales, communications and business development'. The American Association of marketing (Gronroos, 1989) define marketing management...
Words: 826 - Pages: 4
...Assignment Introduction to Business (BUS 101) Fall 2013 Marketing Major Before doing this assignment I did not think about my major subject in my educational career. I had no idea about finance, marketing, management, accounting etc. as making major subject. When I am trying to know about these, the marketing major initially appealed to me because marketing offers a wide range of professions to candidates aspiring to be business leaders of tomorrow and is considered one of the most exciting and glamorous professions in the business field. Marketing is the process by which companies create value for customer and build strong customer relationships in order to capture value from customer in return [1]. The marketing major has skill like logical approach, creativity, zeal to sell, willingness to take risks, outgoing personality, communication skills, reasoning skills, problem solving skills, make and implement decisions etc. and these skills are more powerful than the other major subject if anyone want to do business or make an interesting career. The marketing field is booming with nearly a fifth of all Bangladeshis now employed in marketing related positions. Marketing salaries may vary by company position and region and salary figures change constantly [2]. In general, entry-label marketing salaries usually are only slightly below those for engineering and chemistry but equal or exceed starting salaries in economics, finance, accounting, general...
Words: 390 - Pages: 2
...Distribution channel Distribution channel decision Before talking about the channel of distribution there has to be taken some decision regarding distributing the product that we have chosen. Those decision can be like that as follows, * Using direct or indirect channel * Channel could be single or double * Collective length of multiple channel * Intermediary types etc P Kotler, G Armstrong (2010) Are some of the very important decision what has to take an account to consider before using the distribution channels Types of Channel Intermediaries Wholesaler They purchase the goods from the producer and resell to the retailers, wholesalers are more close to the producer and claim more rights to get the goods first, they have the storage facilities to storage the goods, D Mercer (1996), but they are not related with the customer at all but as a wholesaler they take some of the marketing strategy and responsibilities. Agents Agents are often used in international market place, they act like an broker they take the order from the producer and by doing so they get commission from the producer, they also give a clear or estimated idea to the producer about their goods and market situation and demands but main problem for the producer is its difficult to have control on agents because of physical distance/ Retailers Retailers are the one who has got the inter related relation with the customers and they have the responsibilities to fulfil the demands...
Words: 396 - Pages: 2
...MARKETING: PRINCIPLES AND PRACTICE SM1010 MARKS AND SPENCERS – PLACE MODULE TUTOR: JAYA AKUNURI SEMINAR TUTOR: RULA AL-ABDULRAZAK CONTENTS Page Introduction 4 Abstract 4 Distribution Channel 5-6 Distribution Strategies 7-8 Conclusion 9 Bibliography 10-11 INTRODUCTION Few producers sell their goods direct to the consumers, however most use third parties or intermediaries to bring their products to the market. They try to forge a distribution channel- a set of independent organisation involved in the process of making a product or service available for use or consumption by the consumer or business user. This report will examine the way Marks and Spencer’s sell their goods direct or indirect to the consumers. The following features...
Words: 1847 - Pages: 8
...European Scientific Journal May 2013 edition vol.9, No.13 ISSN: 1857 – 7881 (Print) e - ISSN 1857- 7431 MARKETING STRATEGIES OF BOTTLED WATER PRODUCING COMPANIES: THE CASE OF KOSOVO Ejup Fejza, Mr.Sc Alban Asllani, MSc. Universum College, Prishtina, Republic of Kosovo Abstract One of the main functions within a company is the marketing area and as it is of the utmost importance and relevance of having an already established and well functioning department of marketing within the company, which would implement proper, just-in-time and a step-ahead of competition marketing strategies. Such an established and wheel functioning marketing department could potentially result in the company getting a better positioning in the market, will increase the company’s market share and satisfy customer needs, wants and meet their demands. Thus, creation and implementation a successful marketing strategy in business is very crucial, especially when we deal with a business such as water production, still or sparkling. The purpose of the research is to analyze the implementation of marketing strategies by Kosovo producers of water and to provide clear recommendations for companies that do not use marketing strategies. During the research we have found that water producers do not even have an already established marketing department, have not employed any marketing personal, nor they have a qualified sales person representing the company. According to our research of the existing water producing...
Words: 3788 - Pages: 16
...Classic Airlines Marketing Solutions Ricardo R. Bonner MKT 571 November 21, 2011 Abstract The author has read the case study on Classic Airlines and will attempt to help the company by formulating a marketing plan which would help them recognize, diagnose, plan and implement which would put them in a better position for marketing and profitability reasons. The author breaks down Classic’s approach by recognizing its most valued commodity, and seizing on the opportunity to improve it by offering a 9 step process. The author uses examples to both illustrate the flaws inherit in their marketing efforts and to project successes if suggested solutions are utilized. Classic Airlines Marketing Solutions According to its stockholder’s annual report and outside business analysts’ opinions, Classic Airlines (or Classic for purposes of this paper) is poised to assume elite status among air carriers. With its vast assortment of resources and perceived positive PR (public relations) persona, Classic has enjoyed prime positioning because of it. However the economy has altered well-intentioned plans of many companies, including Classic, as the downturn has crippled economic conditions. Classic believes it can identify its weaknesses and craft an effective marketing effort which would position the company to achieve sustained profitability. Classic Airlines believes that recent economic pressures have been the main culprit in its journey from confident trendsetter to...
Words: 1407 - Pages: 6
...SERVICE MARKETING Baru-baru ini muncul sebuah fenomena pemikiran bahwa sektor jasa pantas untuk didiskusikan dan diteliti lebih lanjut. Para ahli ekonomi awalnya menganggap enteng akan bidang jasa, karena mereka menganggap jasa adalah hal yang kurang produktif, dan tidak memiliki peranan apapun pada bidang ekonomi. Hal produksi dapat dibagi menjadi dua, yaitu produksi yang dapat mendapatkan hasil yang tangible (contohnya dalam sektor agrikultur dan manufaktur, di mana hasil produksi dapat disimpan dan dapat kemudian dapat ditukar dengan uang atau barang lain yang memiliki nilai) dan produksi yang mendapatkan hasil intangible. Produksi yang tidak memproduksi hasil intangible ini (contohnya seperti dokter dan pengacara) dianggap sebagai proses yang tidak memiliki nilai produktif. Pada awalnya perlakuan terhadap bidang jasa terus berlaku demikian. Namun lama kemudian muncul pola pikir di mana seseorang yang menyediakan jasa mampu memberikan utilitas kepada orang-orang yang bekerja dalam proses produksi yang menghasilkan barang tangible. Sebagai contoh dalam bidang agrikultur. Peran jasa distributor sama pentingnya dengan peran para petani. Tanpa jasa tranportasi pendistribusian hasil panen, maka akan terjadi surplus di daerah panen tersebut dan hasil panen akan kehilangan nilainya. Pada dewasa ini, hampir semua benda yang dibeli konsumen, dan hampir semua benda yang dibeli oleh bisnis, memiliki komponen jasa di dalamnya. Dan tanpa disadari kita dikepung oleh...
Words: 8632 - Pages: 35
...TUGAS INDIVIDU MARKETING MANAGEMENT CSL MERUPAKAN INDIKATOR DALAM MENINGKATKAN KEPUASAN PELANGGAN TOYOTA PADA AUTO2000 Kelas : Eksekutif A 38-A Dosen : Oleh : HARRIS TORMA RAYA PURBA (15/387270/PEK/20820) MAGISTER MANAJEMEN FAKULTAS EKONOMIKA DAN BISNIS UNIVERSITAS GADJAH MADA JAKARTA 2016 1. LATAR BELAKANG Tingkat persaingan dalam dunia usaha sekarang ini sangatlah tinggi, ini disebabkan oleh adanya perubahan kepada era teknologi, dimana pemakaian internet sudah menjadi kebutuhan bagi setiap orang. Sehingga dalam kehidupan sehari – hari orang akan menggunakan internet, sosial media untuk mencari informasi yang dibutuhkan dalam menentukan pilihan terhadap barang atau jasa yang akan dibeli. Dengan semakin banyaknya perusahaan yang menawarkan produk atau jasa yang sama maka memberikan keuntungan bagi konsumen. Dimana konsumen memiliki posisi daya tawar menawar yang kuat dan memiliki lebih banyak pilihan sehingga dalam menentukan pembeliaan konsumen akan memilih produk yang terbaik dan harga yang termurah. Perilaku konsumen yang kritis ini juga dialami dalam dunia otomotif, dimana segmen pasar ini diisi oleh orang – orang yang memiliki penghasilan lebih. Sehingga sebelum menentukan pilihan mereka akan mencari segala informasi tentang merek kendaraan, harga kendaraan, dan pelayanan dari dealer serta apa saja yang ditawarkan yang dapat memberikan kemudahan dan keuntungan bagi konsumen. Perkembangan market otomotif dari tahun 2009 sampai 2014 semakin...
Words: 2889 - Pages: 12
...· Analyze the effect of channel management decisions on the marketing of your selected product or service. LaToya · Select appropriate distribution channels for your product or service and address costs in terms of placement, shipping, and middlemen. LaToya Channel Management Decision: The channel management decision has a huge effect on the marketing of our new home pick up service. What is channel management? According to the web channel management is “The process by which a producer or supplier directs marketing activity by involving and motivating parties comprising its channel of distribution.” (www.businessdictionary.com) The channel of distribution is when goods or services flow from the vendor to the customer. Therefore, channel management decisions are needed to insure this process does not get interrupted. For example, the United Parcel Service (UPS) is a competitor that offers their customers the same home pick up service, so it is imperative that we manage our channels of distribution effectively. The main advantage of effective channel management decisions is it ensures that we keep an edge on the competitors and gain more customers in all markets. Appropriate Distribution Channels In the Parcel market there are various distribution channels we can utilize. There are four types of distribution channels: producer-customer, producer-retailer-customer, producer-wholesaler-retailer-customer, and producer-agent-wholesaler-retailer-customer. ...
Words: 304 - Pages: 2
...Submitted in Partial Fulfillment Of the Requirements for Journal Critique #3 SM 325: Sport Marketing, Promotions, and Fundraising Instructor: Wooson Kim Michael Cassidy (Student) The Byron Nelson Championship is a very prestigious Pro Golf Association (PGA) tournament on tour. The Dallas, Texas tournament tends to draw more of an older crowd and now is trying to reach the markets of eighteen to thirty-four year olds (Smith, 2012). The PGA event will team up with ProPac Marketing as they introduce a marketing plan they are call “Argyle Army” (Smith, 2012). The campaign will hit many common areas around Dallas including a meet and greet and a Texas Rangers game (Major League Baseball) (Smith, 2012). Dallas is a very good area to advertise the PGA Tour event in because the city attracts close to 20,000 people per week (Smith, 2012). One of the things that the Byron Nelson Championship did was use its internal data sources to find out the age demographics of the crowd that attends their event. By using their data-base they were able to figure out that the majority of their crowd was in the older population, and they needed to reach out to the younger age demographic. Internal data sources can include sales records, inquiries, accounting records and website registrations (Hardy, Mullin, & Sutton, Data-based Marketing and the Role of Research, 2007, pp. 110-112). They are very easy sources to gather quick information about the people that are attending...
Words: 656 - Pages: 3