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Kotler-Keller - Marketing Management : Delivering Value

In: Business and Management

Submitted By benzWu
Words 1687
Pages 7
DELIVERING VALUE expanded the brand to whole “we and accessories, but weinclude alearned line of apparel quickly that it

was not good to have one channel of distribution…
Kathy Ireland
Chief Designer of RFA, Founder of KIWW, Author, Model
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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

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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

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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 visit a sales outlet and ask for a product by its generic name it is the product of the company which is supplied.

Pull Strategy
Producer

ordering

Intermediaries

Consumer

Creating such a strong preference for the product among end users that the
resulting...

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