MKX3481 Summary Week 1.docx
- 文档编号:2876332
- 上传时间:2022-11-16
- 格式:DOCX
- 页数:15
- 大小:1.81MB
MKX3481 Summary Week 1.docx
《MKX3481 Summary Week 1.docx》由会员分享,可在线阅读,更多相关《MKX3481 Summary Week 1.docx(15页珍藏版)》请在冰豆网上搜索。
MKX3481SummaryWeek1
MKX3481:
MARKETINGCHANNELS
SummaryWeek1
Topic:
IntroductionToMarketingChannels
LearningObjectives
1.Thegrowingimportanceofmarketingchannels
2.Thedefinitionofmarketingchannels
3.Howmarketingchannelsrelatetostrategicvariablesinthemarketingmix
4.Theprinciplesofspecialization,divisionoflabor,andcontactualefficiency
5.Variouschannelstructuresinmarket
LECTURENOTES
Whythegrowingimportanceofmarketingchannels?
∙TheexplosionofinformationtechnologyandE-commerce
∙Agreaterdifficultyingainingasustainablecompetitiveadvantage
∙Thegrowingpowerofdistributors,especiallyretailersinmarketingchannels
∙Theneedtoreducedistributioncosts
WhatisaMarketingChannel?
AlternativePerspective,MarketingChannelis:
∙Asetofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption
FourPs
WhyDoWeNeedMarketingChannels?
WhichStructureIsBetter:
MoreIntermediaries?
WhichStructureIsBetter:
WithBigRetailChains?
WhichStructureIsBetter:
WithBig,FocusedRetailChains?
WhichStructureIsBetter:
TEXTBOOKNOTES
CHAPTER1:
MARKETINGCHANNELCONCEPTS
Introduction:
∙TheemergenceofInternet-basedelectroniccommercetowardtheendoftheTwentiethCenturywastheseminalphenomenonthatsetthestageforahostofnewtechnologies,businessmodels,andinnovativefirmsthatopenedupawholenewworldofpossibilitiesforchannelsofdistribution.
∙Theimplicationsoftheseandsimilarphenomenaformarketingchannelstrategyandstructurearejustbeginningtoemerge.
∙Oneoverridingimplication,however,isalreadycrystalclear:
customersnowexpectfarmoreandbetterchannelchoicesforgainingaccesstothevastarrayofproductsandservicesfromallovertheplanet—how,where,andwhentheywantthem.
∙Today’scustomerexpectsthebuyingexperiencetobesimple,quick,andseamless.Ifitisnot,aTweetmaysoonbelaunchedfromthesameiPhonetoinformtheunhappycustomer’ssocialnetworkandwhomeverelseisinterestedinhearingabouttheless-than-satisfactorybuyingexperience.
∙Suchheightenedcustomerexpectationsformoreandbetterwaystoshopforproductsandservicesfromaroundtheglobehave,inturn,createdaformidablechallengeforfirmsinthebusinessofdistributingthoseproductsandservices:
Highcustomerexpectationsnotonlyneedtobemet,butexceeded,toprovidethehigh-levelshoppingexperiencecustomersexpect.
∙Itisthrougheffectiveandefficientmarketingchannelsthatthischallengecanbeaddressed.Butintoday’scomplexglobalenvironment,thisisnotaneasychallengetomeet.
∙Weexaminethenatureofmarketingchannels,theirimportanceinmarketing,andhowtheyevolve,develop,andchange.Wewillfocusespeciallyontheroleofstrategyinmarketingchannels,aswellashowtheyaredesigned,managed,andevaluated.
TheMulti-ChannelChallenge
∙Tomeettheseexpandedcustomerexpectations,avarietyofdifferentchannels,oftenbothland-basedandInternet-based,isneeded.Further,thesemultiplechannelsmustbeproperlytargetedtoreachtheappropriatecustomersegmentsandcoordinatedtomakesuretheymeshsmoothlyandcomplement,ratherthanundermine,eachother
∙Butthepursuitofaneffectivemulti-channelstrategyraisesfourkeychallenges:
oFindingtheoptimalmulti-channelmix
oCreatingmulti-channelsynergies
oAvoidingmulti-channelconflicts
oGainingasustainablecompetitiveadvantageviamulti-channelstrategy
AnOptimalMulti-ChannelMix
∙Asalludedtoearlier,Internet-basedonlinechannelshavebecomeamainstreamchannelinthechannelmixesofavastnumberoffirmsthatmayalsouseseveralotherchannelssuchas:
oRetailstorechannels
oMailorderchannels
oWholesaledistributorchannels
oSalesrepresentativechannels
oCallcenterchannels
oCompanysalesforcechannels
oVendingmachinechannels
oCompany-ownedretailstorechannels
∙Whileafirmmayusenumerouschannelsinitsmulti-channelstrategy,itisthequalityofthechannelmixratherthanthequantitythatiskeyinsatisfyingthefirm’scustomerbasethewell-designedchannelportfoliowouldattempttoprovideaccesstoarangeofcustomersegmentswhileachievingchanneldiversification.
Multi-ChannelSynergies
∙Inthecontextofmulti-channelstrategy,synergymeansusingonechanneltoenhancetheeffectivenessandefficiencyofotherchannelsinthemix.
∙Usingonlinechannelstoobtaininformationaboutaproductbeforepurchasingitinconventional“brickandmortar”channelsisacommonexampleofmulti-channelsynergy.
∙Mostcustomersbuyingnewcars,forinstance,useonlinechannelstolearnaboutproductfeatures,makecomparisonstootherbrands,checkonpricing,andfinddealers
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- MKX3481 Summary Week