APPLE STORES: ADDING HIGHTOUCH TO HIGHTECH MARKETING CHANNELS

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APPLE STORES ADDINGHIGH-TOUCH TO HIGH-TECH
MARKETING CHANNELS
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FIGURE 15-1 Terms used for marketing
intermediaries
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FIGURE 15-A Structure of marketing channels
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NATURE AND IMPORTANCE OF MARKETING CHANNELS

• Value Created by Intermediaries

• Functions Performed by Intermediaries

• Transactional Function

• Logistical Function

• Facilitating Function

• Consumer Benefits From Intermediaries

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FIGURE 15-2 How intermediaries minimize
transactions
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FIGURE 15-3 Marketing channel functions
performed by intermediaries
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FIGURE 15-4 Common marketing channels for
consumer goods and services
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FIGURE 15-5 Common marketing channels for
business goods and services
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FIGURE 15-6 Representative consumer electronic
marketing channels
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MARKETING NEWSNET
Nestlé and General MillsCereal Partners
Worldwide
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FIGURE 15-8 Types of vertical marketing systems
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FIGURE 15-B Factors affecting channel choice and
management
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American Eagle Outfitters What new marketing
channel opportunitiesare created by the Internet?
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MARKETING NEWSNET
Wrigley Markets a Controlled Substance in
SingaporeChewing Gum
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CHANNEL CHOICE AND MANAGEMENT

• Channel Design Considerations

• Target Market Coverage

• Intensive Distribution

• Exclusive Distribution

• Selective Distribution

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CHANNEL CHOICE AND MANAGEMENT

• Channel Design Considerations

• Satisfying Buyer Requirements

• Information

• Convenience

• Variety

• Attendant Services

• Profitability

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Schick Why the market share leader in Japan?
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CHANNEL CHOICE AND MANAGEMENT

• Channel Relationships Conflict, Cooperation, and
  Law

• Conflict in Marketing Channels

• Channel Conflict

• Vertical Conflict

• Disintermediation

• Horizontal Conflict

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CHANNEL CHOICE AND MANAGEMENT

• Channel Relationships Conflict, Cooperation, and
  Law

• Cooperation in Marketing Channels

• Channel Captain

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FIGURE 15-C Sources of influence for a channel
captain
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ETHICS AND SOCIAL RESPONSIBILITY ALERT
The Ethics of Slotting Allowances
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CHANNEL CHOICE AND MANAGEMENT

• Channel Relationships Conflict, Cooperation, and
  Law

• Legal Considerations

• Dual Distribution

• Tying Arrangements

• Vertical Integration

• Refusal to Deal

• Exclusive Dealing

• Resale Restrictions

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FIGURE 15-9 Channel strategies and practices
affected by legal restrictions
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