Evaluation Alternative Channel Structure

Evaluation Alternative Channel Structure PowerPoint PPT Presentation


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OBJECTIVES. ????????????????????????? ? ????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ?????????????????. ?????????????????. ?????? ??????????????????????????????? ???????????????????? ?????????? ???????????????? ??? ???????????????(Segmentation) ?????????????(Positioning)????????????????????(Targeting)????????? ????? ???? 13

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Evaluation Alternative Channel Structure

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1. Evaluation Alternative Channel Structure CHAPTER 4 SECTION 2 Sorasak

2. OBJECTIVES ????????????????????????? ? ????????????????????????????????????????? ???????????????????????????????????????????????????? ??????????????????????????????????????????????????????????? ????????????????????????????????????????????????????????????? ?????????????????

3. ????????????????? ?????? ??????????????????????????????? ???????????????????? ?????????? ???????????????? ??? ???????????????(Segmentation) ?????????????(Positioning) ????????????????????(Targeting) ????????? ????? ???? ???????? ?????????????? ??????????????????????????? ?????????????????????????????????????????????????????????????????????????????

5. FACTORS AFFECTING MARKETING CHANNEL STRUCTURE ????????????????????? ????????????????????? ?????????????????? ????????????????????????????? ????????????????????????????????? ???????????? 7. ?????????????? 8. ???????????????? 9. ?????????????????????? 10. ????????????????????? 11. ??????????????????

6. ????????????????????????????????????????????? ?????????????? ???????????????????????? ?????????????????????? ????????????????? 11 ??? ????????

7. 1. ????????????????????? Unit value : Price per unit LOW => Channel Mak. LONG ?????????????????????????(Intensive Distribution) Perish ability : Ex. Fresh Food :Channel Mak. SHORT Bulk and Weight: Heavy bulky => Channel Mak. SHORTEST

8. 1. ????????????????????? Technical VS Non-technical High Technology => Direct Channel Ex.Computer : DELL Telemarketing, Internet Degree of Standardize High Degree => Channel SHORT Newness Newest => shortest Selective Intermediaries coz fulfils demand of producer in terms of Promotion

9. 2. ????????????????????? ????????????????????? ???????????????????????????????????????????????????????????? => ?????????????????????? ??????????????????????????? ?????????????????????????????????????????????????????????????????

10. 3. ?????????????????? PRODUCT LIFE CYCLE Introduction : Narrow channel Growth : Wide channel Maturity: Keep intermediaries, Increase sales and revenues for profit. Decline: Decrease intermediaries, Improve Marketing Channel

11. 4 .????????????????????????????? Manufacturer Brand Ex. Toyota, Vaseline, Lux Advantage => Standardization in Quality Dealer/Private/Distributor Brand Ex. Tesco Lotus, Carrefour, Central ???????? ??????????????????????????????????????????????

12. 5. ????????????????????????????????? Advertising Trade Advertising : ???????????????? ???????????????????????????????????????? ? ????????????????????????? Cooperative Advertising : ?????????????????? ????????????????????????? ????? ???????

13. 5. ????????????????????????????????? SALES Promotion

14. 6 . ???????????? Profit Total Value of product + Convenience + Communication Price = Total value of product + Distribution + Promotion ????????????(List Price) : List Price for profit 50% , 40% , .25Per unit

15. 6 . ???????????? ??????(Discounts) Quantity Discounts Functional Discounts ???????????? ?????????????? ???? ??????????????????????????? 1000 ??? 30 - 10% Seasonal Discount Cash Discounts 2/10, net 30

16. 6 . ???????????? ?????????????? ??????????????????? ???????????????????? ex. F.O.B.(Free on Board), F.O.B.Destination , Zone Pricing ??????????????????? (Permanent Increase) Inflation => Increase Price => Save Cost => Inventory Management (STOCK PRODUCT)

17. 7 .?????????????? Geology of Market Place More FAR => More Cost Market Size => The number of Customers Market Density Low density => Channel Intermediaries Market Behaviour => same way as Marketing Channel

18. Market Behaviour

19. 8. ???????????????? Size Finance Skill and Knowledge Policy

20. 9. ?????????????????????? Enough Cost Service 10. Environments 11.Member Channel’s Behaviour Decrease Conflict by suit Assigning Function and Responsibility

21. ?????????????????????????????????????????? (Choosing the Best Marketing Channel Structure) Best Channel => efficiency (Low Cost) Difficult to choose the best one How to calculate and evaluate the return Theory for making decision such as 1. ASPINWALL 2. EUGENE W. LAMBERT : FINANCIAL APPROACH 3. Judgemental-Heuristic Approach

22. ASPINWALL THEORY

23. Judgemental-Heuristic Approach

24. Member Selection in the Channel

25. CONCLUSION

26. Case study Ipod

27. ??????????????????????????????? ???????????????????????????????????? ?????????????????????? ??????? ??????? ????????? Product Life Cycle of iPod Design Marketing Channel referring to Channel Design Process ( SPT) in THAILAND Degree of Intermediaries Indensity (chapter 5)

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