BIIB 14 16 MILLIMETER I 15 Place College students Copy

 Essay about BIIB 13 16 MM I twelve Place College students Copy

Topic 10

Place

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Subject 10

Agenda

Definition and functions of channels of distribution

Channel design decisions, channel levels

Channel issues and quality

Integrated advertising channels

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Theme 10

one particular

Reading

• Marketing Administration: A To the south Asian Point of view

(Kotler, Keller, Koshy, Jha)

» Section 14: Designing and Handling Integrated Promoting

Channels

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Subject 10

Advertising Channels

(a. k. a. Channels of Distribution)

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Matter 10

2

Marketing Channels

(a. t. a. Stations of Distribution)

• Sets of interdependent organizations playing

the process of producing a product or service offered

for use or consumption

Resource: " Advertising Management: A South Asian Perspective (14 th edition)” by Kotler, Keller, Koshy, Jha

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Marketing Channels

Matter 10

(a. k. a. Channels of Distribution)

• The link between manufactures (or service providers)

and customers

• Complete all the tasks necessary to impact a sale

and deliver items to the customer

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Subject 10

3

Supply Sequence

B2C

B2B

Suppliers

Direct

Suppliers

B2C

Consumer

Goods

Manufacturer

(or Service

Provider)

Channels

Customers

Intermediaries

Promoting channels

Circulation channels

Benefit creation/addition at each stage

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Topic 10

Supply Chain or perhaps Demand String?

Supply Sequence

Girish Ketkar

Demand String

MM-I @ BIIB 2014-16 (Semester I)

Topic 15

4

Promoting Channels

(a. k. a. Channels of Distribution)

Vendors

• Get, take title to, and resell the merchandise

Wholesalers, traders,

retailers, etc .

Agents

Broker agents, manufacturers'

reps, sales agents,

and so forth

Facilitators

Transport companies,

3rd party warehouses,

banking companies, etc .

Girish Ketkar

• Search for consumers,

• Make a deal on producer's behalf

• Do not take title to the goods

• Assist in the distribution method

• Tend not to take name to goods

• Do not negotiate upon producer's account

MM-I snabel-a BIIB 2014-16 (Semester I)

Topic 10

Importance of Promoting Channels

• Read

» Chapter 18: Designing and Managing Included Marketing

Channels

• The value of Channels

» Web page 376

» Interconnectedness of channel decisions with

various other marketing decisions

» Force strategy

» Pull technique

Girish Ketkar

MM-I snabel-a BIIB 2014-16 (Semester I)

Topic twelve

5

Press Strategy as well as Pull Strategy

• Drive strategy

» Inducing intermediaries to carry, advertise and promote the

merchandise to end users

• Take strategy

» Persuading clients to demand the product via

intermediaries, hence inducing the intermediaries to order it

• By which situations will be these strategies appropriate?

Origin: " Marketing Management: A South Oriental Perspective (14 th edition)” by Kotler, Keller, Koshy, Jha

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Subject 10

Route Functions and Flows

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Subject 10

six

Types of Functions and Flows

Promotion/Communication

Information

Producer

Consumers

Arbitration

Ordering

Storage space and Activity (Delivery of Product/Service)

Subject (Ownership)

Repayment

Finance

Risk taking

Support

Girish Ketkar

MM-I snabel-a BIIB 2014-16 (Semester I)

Topic 12

Types of Functions and Flows

• Functions constitute

» either a forward stream,

» or possibly a backward flow,

» or maybe a two-way flow.

• Promoting channels can be used for any more than one

of these functions/flows.

Girish Ketkar

MM-I snabel-a BIIB 2014-16 (Semester I)

Topic 15

7

Route Functions

• Read

» Chapter 13: Designing and Managing Integrated Marketing...

STRATEGIC ADVERTISING MANAGEMENT Dissertation

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