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33 Cards in this Set
- Front
- Back
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Multichannel Challenges |
Finding Optimal Marketing Channel Mix Creating Multi-channel Synergies Avoiding Multi-channel Conflicts Gaining a sustainable competitive advantage via multi-channel strategy |
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They have become the mainstream channel |
Internet-based online channels |
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Optimal Channel Mix |
Retail Store Channels Mail Order Channels Wholesale Distributor Channels Sales Representative channels Call Center Channels Company Sales Force Channels Vending Machine Channels Company-owned retail store channels |
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Means using one channel to enhance the effectiveness and efficiency of other channels in the mix |
Synergy |
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Obtain information about a product Brick and mortar Help each other out |
Multi-Channel Synergies |
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A competitive edge that cannot be easily copied |
Sustainable Competitive Advantage |
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3ps |
Product Promotion Price |
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The external contactual organization that management operates to achieve its distribution objectives |
Marketing Channel |
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Four terms should be noted |
External Contactual Organization Operates Distribution Objectives |
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Marketig outside the firm |
External |
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Involves more than one firm |
Interorganizational management |
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One firm |
Intraoganizational Management |
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Firms who are involved in negotiatory functions as a profuct or service moves from the producer to ultimate consumer |
Contactual Organization |
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Involves buying and selling |
Negotiatory Functions |
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Suggests involvement by management in the affairs of the channel |
Operates |
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Means that management has certain distribution goals in mind The marketing channel exists for reaching these |
Distribution Objectives |
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Refer to anyone in a firm who is involved in marketing channel decision making Decision maker Marketer |
Channel Manager |
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Marketing mix variables 4ps |
Product Price Promotion Place |
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External uncontrollable |
Economy Sociocultural Pattern of buyer behavior Competition Government Technology |
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One of the major strategic areas of marketing management Place |
Marketing Channel Strategy |
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Is concerned in the entire the process of setting up and operating the contactual organization |
Channel Strategy |
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Narrowly focused on providing product availability |
Logistics Management |
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Flows of marketing channel |
Product Flow Negotiation Flow Ownership Flow Information Flow Promotion Flow |
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Actual physical movement of the products |
Product flow |
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Interplay of buying and selling |
Negotiation Flow |
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Movement of the title of the product as it is passed down |
Ownership Flow |
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All parties particupate in exchange of information |
Information Flow |
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Flow of persuasive communicatiom |
Promotion flow |
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Fancy way of saying eliminate the middlemen |
Disintermediation |
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Distribution taskss |
Buying Selling Transferring the title Tramsportation Storage Processing Orders Providing information |
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Is the level of negotiation effort between buyers and sellers related to achieving distribution objective |
Contactual efficiency |
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Distribution tasks is allocated |
Channel structure |
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Assist channel members |
Ancillary Structure |
