CH15Designing-and-Managing-Value-Networks-and-Chan

MARKETINGMANAGEMENT12thedition15DesigningandManagingValueNetworksandChannelsKotlerKeller15-2ChapterQuestionsWhatisamarketingchannelsystemandvaluenetwork?Whatworkdomarketingchannelsperform?Howshouldchannelsbedesigned?Whatdecisionsdocompaniesfaceinmanagingtheirchannels?Howshouldcompaniesintegratechannelsandmanagechannelconflict?Whatisthefuturefore-commerce?15-3MarketingChannelsSetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.15-4ChannelsandMarketingDecisionsPushStrategyPullStrategy15-5CategoriesofBuyersHabitualshoppersHighvaluedealseekersVariety-lovingshoppersHigh-involvementshoppers15-6BuyerExpectationsforChannelIntegrationAbilitytoorderaproductonlineandpickitupataconvenientretaillocationAbilitytoreturnanonline-orderedproducttoanearbystoreRighttoreceivediscountsbasedontotalonlineandofflinepurchases15-7Shouldthe4P’sbereplaced?SolutionsInformationValueAccess15-8ChannelMemberFunctionsGatherinformationDevelopanddisseminatepersuasivecommunicationsReachagreementsonpriceandtermsAcquirefundstofinanceinventoriesAssumerisksProvideforstorageProvideforbuyers’paymentoftheirbillsOverseeactualtransferofownership15-9DesigningaMarketingChannelSystemAnalyzecustomerneedsEstablishchannelobjectivesIdentifymajorchannelalternativesEvaluatemajorchannelalternatives15-10ChannelServiceOutputsLotsizeWaiting/deliverytimeSpatialconvenienceProductvarietyServicebackup15-11IdentifyingChannelAlternativesTypesofintermediariesNumberofintermediariesTermsandresponsibilities15-12NumberofIntermediariesExclusiveSelectiveIntensive15-13Channel-ManagementDecisionsSelectingchannelmembersTrainingchannelmembersMotivatingchannelmembersEvaluatingchannelmembersModifyingchannelmembers15-14ChannelPowerCoerciveRewardLegitimateExpertReferent15-15ChannelIntegrationandSystemsVerticalmarketingsystemsCorporateVMSAdministeredVMSContractualVMSHorizontalmarketingsystemsMultichannelsystems15-16ManagingChannelConflictAdoptionofsuperordinategoalsCooptationDiplomacyMediationArbitration15-17e-CommerceMarketingPracticesPure-clickBrick-and-clickBrick-and-mortar