Please enable JavaScript.
Coggle requires JavaScript to display documents.
Ch17: Designing And Managing Integrated Marketing Channels (The digital…
Ch17: Designing And Managing Integrated Marketing Channels
Marketing channel system
Push strategy: low brand loyalty in a category
Pull strategy: High brand loyalty in a category
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
Channel levels
Channel-Design Decisions
Analyzing customer needs and wants
Establishing objectives and constraints
Identifying major channel alternatives
Types of intermediaries
Number of intermediaries
Terms/responsibilities of channel members
Channel Integration and Systems
Conventional marketing channel
Vertical marketing systems
Horizontal marketing systems
Conflicts
Types
Horizontal channel conflict
Vertical channel conflict
Multichannel conflict
Causes
Goal incompatibility
Unclear roles and rights
Differences in perception
Intermediaries’ dependence on manufacturer
