what is a marketing channel system and value network?
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What is Marketing Channel System and Value Network ?
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Intermediaries between producers and final users constitute a marketing channel or trade channel or
distribution channel.
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A marketing channel system is the particular set of marketing channels a firm employs, and decisions about it are the most critical ones management faces.
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Marketing channels chief role is to convert potential buyers
into profitable customers.
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In managing its intermediaries, the firm uses the combination of the following types of marketing :
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Push strategy uses manufacturer’s sales force, trade promotion money to induce intermediaries to carry, promote and sell product
to end users.
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Created by NILESH RANA of IIT BHU under the guidance of Prof. SAMEER MATHUR , IIM LUCKNOW
www.iiminternship.com
Thank you !
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In Pull strategy, manufacturer uses advertising, promotion etc. to persuade consumers to demand product from intermediaries.
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Top marketing companies like CocaCola and Nike skilfully employ both push and pull strategies.
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Philips, one of the world’s biggest electronics companies use multichannel marketing to get access to even the most remote customers.
The company offers broad range of products through :
Mass merchantsRetail chainsSpeciality chain storesVia webVia online retailersSmall stores
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Value network - a system of partnerships and alliances that a firm creates to source , augment, and deliver its
offerings.
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Apple Developer’s connection which has 50,000 members keep 70% of any revenue
their products generate, and Apple gets 30%.
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Company can estimate whether more money is made upstream or downstream, in case it can
integrate forward or backward.
Through Demand chain planning :
11
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Company is more aware of the disturbances in the supply chain that might change costs,
prices or supplies.2
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3Companies can go online with their business partners to speed communications,
transactions, and payments; reduce costs and increase accuracy.