Expert answer:discussion study

Solved by verified expert:Today, some of the countries more successful companies are using a hybrid channel system to increase its effectiveness of reaching the consumer. The text uses the examples of IBM, Charles Schwab, and others and notes that channel integration and its features are what the consumer prefers. Choose or find one additional example of a firm using the hybrid system, and comment on how they see this system delivering value to the consumer. Student answers should be directed toward the three features of channel integration found in the textbook. (400 words least)
20171114154721chapter_17.pdf

20171114154723chapter_18.pdf

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Chapter
17
Designing
And Managing
Integrated
Marketing Channels
Copyright © 2016 Pearson Education, Inc.
17-1
Marketing Channels
and Value Networks
• Marketing channels
– Sets of interdependent
organizations participating
in the process of making a
product or service
available for use or
consumption
– Intermediaries:
merchants, agents, and
facilitators
Copyright © 2016 Pearson Education, Inc.
17-2
Marketing Channels
and Value Networks
• Multichannel marketing
– Using two or more
marketing channels to
reach customer segments
in one market area
– Omnichannel marketing
– Integrated marketing
channel system
Copyright © 2016 Pearson Education, Inc.
17-3
Marketing Channels
and Value Networks
• Value network
– A system of partnerships and alliances that a
firm creates to source, augment, and deliver
its offerings
– Demand chain planning
Copyright © 2016 Pearson Education, Inc.
17-4
Marketing Channels
and Value Networks
• The digital channels
revolution
– Customer support in
store/online/phone
– Check online for product
availability at local stores
– Order product online to
pick up at store
– Return a product
purchased online to a
nearby store
Copyright © 2016 Pearson Education, Inc.
17-5
The Role of
Marketing Channels
• Channel functions and flows
Copyright © 2016 Pearson Education, Inc.
17-6
The Role of
Marketing Channels
• Channel levels
– Zero-level channel
(direct)
– One/two/three-level
channels
(intermediaries)
– Reverse-flow channels
• Service sector channels
Copyright © 2016 Pearson Education, Inc.
17-7
Figure 17.3
Consumer/Industrial Marketing Channels
Copyright © 2016 Pearson Education, Inc.
17-8
Channel-Design Decisions
• Analyzing customer needs and wants
 Desired lot size
 Waiting and delivery time
 Spatial convenience
 Product variety
 Service backup
Copyright © 2016 Pearson Education, Inc.
17-9
Channel-Design Decisions
• Establishing objectives and constraints
Copyright © 2016 Pearson Education, Inc.
17-10
Channel-Design Decisions
• Identifying major channel alternatives
Types of intermediaries
Number of intermediaries
Terms/responsibilities of
channel members
Copyright © 2016 Pearson Education, Inc.
17-11
Identifying major channel
alternatives
• Number of
intermediaries
– Exclusive
distribution
– Selective
distribution
– Intensive
distribution
Copyright © 2016 Pearson Education, Inc.
17-12
Identifying Major Channel
Alternatives
• Terms and responsibilities of channel
members
 Price policy
 Conditions of sale
 Distributors’ territorial rights
 Mutual services and responsibilities
Copyright © 2016 Pearson Education, Inc.
17-13
Training and Motivating Channel
Members
• Channel power
Coercive
Reward
Legitimate
Expert
Referent
Copyright © 2016 Pearson Education, Inc.
17-14
Training and Motivating Channel
Members
• Channel partnerships
and ECR practices
– Demand-side
management
– Supply-side
management
– Enablers and
integrators
Copyright © 2016 Pearson Education, Inc.
17-15
Channel Integration and Systems
• Conventional
marketing channel
• Vertical marketing
systems
• Horizontal
marketing systems
Copyright © 2016 Pearson Education, Inc.
17-16
Chapter
18
Managing
Retailing,
Wholesaling,
and Logistics
Copyright © 2016 Pearson Education, Inc.
18-1
CLASSIFICATION OF RETAIL
OPERATIONS
Ownership
Level of Service
Product Assortment
Price
Copyright © 2016 Pearson Education, Inc.
18-2
CLASSIFICATION OF
OWNERSHIP
Independent
Retailers
Chain Stores
Franchises
Copyright © 2016 Pearson Education, Inc.
18-3
LEVEL OF SERVICE
Self Service
Full Service
Factory outlets
Warehouse clubs
Discount stores
Copyright © 2016 Pearson Education, Inc.
Exclusive stores
18-4
TYPES OF STORES AND THEIR
CHARACTERISTICS
Type of Retailer
Service
Level
Assortment
Price
Gross
Margin
Department Store
Mod Hi-High
Broad
Mod-High
Mod High
Specialty Store
High
Narrow
Mod-High
High
Supermarket
Low
Broad
Moderate
Low
Convenience Store
Low
Med-Narrow Mod High
Mod High
Drugstore
Low-Mod
Medium
Moderate
Low
Full-line Discounter
Mod-Low
Med-Broad
Mod Low
Mod Low
Specialty Discounter
Mod-Low
Med-Broad
Mod Lo-low
Mod Low
Warehouse Clubs
Low
Broad
Low-lower
Low
Off-price Retailer
Low
Med-Narrow Low
Low
Restaurant
Low-High
Med-Narrow Low-High
Low-High
Copyright © 2016 Pearson Education, Inc.
18-5
MAJOR TYPES OF RETAIL
OPERATIONS
Department Stores
Specialty Stores
Supermarkets
Drugstores
Convenience Stores
Discount Stores
Restaurants
Copyright © 2016 Pearson Education, Inc.
18-6
CATEGORIES OF DISCOUNT
STORES
Full-Line
Discounters
Specialty Discount
Stores
Warehouse
Clubs
Off-Price
Discount Retailers
Copyright © 2016 Pearson Education, Inc.
18-7
MASS MERCHANDISING
Mass Merchandising
Retailing strategy using moderate
to low prices on large quantities of
merchandise and lower service to
stimulate high turnover of
products.
Copyright © 2016 Pearson Education, Inc.
18-8
NONSTORE RETAILING
Automatic Vending
Direct Retailing
Direct Marketing
Electronic Retailing
Copyright © 2016 Pearson Education, Inc.
18-9
FRANCHISING SYSTEM
• The franchisor owns a trade or service
mark and licenses it to franchisees in
return for royalty payments
• The franchisee pays for the right to be part
of the system
• The franchisor provides its franchisees
with a system for doing business
Copyright © 2016 Pearson Education, Inc.
18-10
BASIC FORMS OF
FRANCHISING
Product and
Trade Name
Franchising
Dealer agrees to sell certain
products provided by a
manufacturer or wholesaler.
Business
Format
Franchising
An ongoing business relationship
between a franchiser
and a franchisee.
Copyright © 2016 Pearson Education, Inc.
18-11
RETAIL MARKETING
STRATEGY
Define & Select
a Target Market
Develop the
“Six Ps”
Copyright © 2016 Pearson Education, Inc.
18-12
DEFINING A TARGET
MARKET
Demographics
STEP 1:
Segment the Market
Geographics
Psychographics
6
Copyright © 2016 Pearson Education, Inc.
18-13
CHOOSING THE RETAILING
MIX
STEP 2:
Choose the
Retailing Mix
Product
Place
Price
Personnel
Promotion
Presentation
Copyright © 2016 Pearson Education, Inc.
18-14
…
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