What is a marketing channel system and value network ? Designing and managing integrated marketing channels SHUBHAM VERMA IIT GUWAHATI
What is a marketing channel
system and value network ?
Designing and managing integrated
marketing channels
SHUBHAM VERMA
IIT GUWAHATI
Marketing Channels are set independent organizations participating in the
process of making a product or service available for use . These are
PATHWAYS that a product follows to reach a customer
Different types of intermediaries
Merchants Agents Facilitators
Retailers Wholesalers Brokers Sales Agents Banks Transport
Advertising
Agencies
Used in case of LOW BRAND
LOYALTY
Choice is made in store
Use of sales force
and promotion
money
Used in case of HIGH BRAND
LOYALTY
Choice is made before
coming to store
Use of Advertisements
and promotion
PUSH PULL
HP uses sales force to sell to large accounts ,
outbound telemarketing to sell to medium –
sized accounts , direct mail with an inbound
number to sell to small accounts , retailers to
sell to still smaller accounts and the Internet
to sell speciality items.
This is called MULTICHANNEL MARKETING.
A
Apple Developer Connection
50,000 members
Members create iPhone apps
Revenue distribution – Developer ->70%
Apple ->30%
Oracle Discussion Forum
5.2 million developers
400,000 discussion thread
Helps to advance in products
These are VALUE NETWORKS
Value Network is a system of partnerships and alliances that
a firm creates to source , augment , and deliver its offerings.
A value network includes a firm’s suppliers and its immediate
customers , their end customers , university researchers
and government approved agencies
"These slides were created by Shubham Verma( IIT Guwahati ) as part of an internship done under the guidance of Prof. Sameer Mathur(www.IIMInternship.com)"