chap 5

18問 • 1年前

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marketing strategy as “the broad principles by which the business unit expects to achieve its marketing objectives in a target market”

Kotler

The broad principles by which firms expects to achieve its distribution objectives for its target markets.

Marketing channel strategy

Differential Advantage also called __ __ ___ in more recent years,

sustainable competitive advantage

refers to a firm’s attainment of an advantageous position in the market relative to competitors – a place that enables it to use its particular strengths to satisfy customer demands better than its competitors on a long-term (sustainable) basis.

Differential Advantage

Positioning the channel to gain differential advantage

Differential Advantage

Is what the firm does with its channel planning and decision making to attain the channel position.

Channel Positioning

The most fundamental distribution decision for any firm or organization to consider is the role that distribution is expected to play in a company’s long-term overall objectives and strategies.

MARKETING CHANNEL STRATEGY AND THE ROLE OF DISTRIBUTION IN CORPORATE OBJECTIVES AND STRATEGY.

Determining the priority given to distribution.

MARKETING CHANNEL STRATEGY AND THE MARKETING MIX.

Whether or not the firm views distribution as worthy of top management concern when developing overall objectives and strategies, it must still deal with the issue of the role of distribution in the marketing mix.

MARKETING CHANNEL STRATEGY AND THE MARKETING MIX.

- Distribution relevance to target market demand - Competitive parity in other marketing mix variables. - Distribution neglect and competitive vulnerability - Distribution and synergy for the channel

MARKETING CHANNEL STRATEGY AND THE MARKETING MIX.

The subject of channel design, which involves the entire process of setting up a channel (or modifying an existing one).

CHANNEL STRATEGY AND DESIGNING MARKETING CHANNELS

It shows the relationship between channel strategy and channel design

CHANNEL STRATEGY AND DESIGNING MARKETING CHANNELS

This relationship is straightforward one: channel strategy should guide channel design so as to help the firm attain a differential advantage.

CHANNEL STRATEGY AND DESIGNING MARKETING CHANNELS

Is the final phase of channel design.

CHANNEL STRATEGY AND THE SELECTION OF CHANNEL MEMBERS

The approach taken to channel member selection and the particular types of intermediaries chosen to become channel members should reflect the channel strategies the firm has developed to achieve its distribution objectives.

CHANNEL STRATEGY AND THE SELECTION OF CHANNEL MEMBERS

Channel management from the manufacturer’s perspective involves all of the plans and actions taken by the manufacturer aimed at securing the cooperation of the channel members in achieving the manufacturers distribution objectives.

CHANNEL STRATEGY AND MANAGING THE MARKETING CHANNEL

- Closeness of channel relationships - Motivation of channel members - Use of the marketing mix in channel management

CHANNEL STRATEGY AND MANAGING THE MARKETING CHANNEL

The process that the channel manager should be able to obtain concrete evidence of how well the channel has been designed and managed

CHANNEL STRATEGY AND THE EVALUATION OF CHANNEL MEMBER PERFORMANCE

exam

Lydster Joy Baquero Alonzo · 24問 · 1年前

exam