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1、Designingand Managing Integrated Marketing ChannelsChapter 13Identifying major chaelnn alternatives Number of intermediaries Exclusive distribution Selective distribution Intensive distributionIdentifying Major Channel Alternatives Price policy Conditions of sale Distributors territorial rights Mutu

2、al services and responsibilities Terms and responsibilities of channel membersChannel-Design Decisions Evaluating major channel alternatives Economic criteria Control and adaptive criteriaFigure 13.5Break-Even For Sales Forcevs.Sales AgencyChannel-Management DecisionsSelecting channel membersTrainin

3、g channel membersEvaluating channel membersModifying channel designChannel modification decisionsGlobal channelconsiderationsTraining and Motivating Channel MembersChannel powerCoerciveRewardLegitimateExpertReferentTraining and Motivating Channel Members Channel partnerships and ECR practices Demand

4、-side management Supply-side management Enablers and integratorsConventional marketing channelVertical marketing systemsHorizontal marketing systemsChannel Integration and SystemsVertical Marketing Systems Corporate VMS Administered VMS Contractual VMS Wholesaler-sponsored voluntary chains Retailer

5、cooperatives Franchise organizations New competition in retailingE-Commerce Marketing Practices E-commerce Uses a Web site to transact or facilitate the sale of products and services online Pure-click vs.brick-and-click companiesM-Commerce Marketing Practices Mobile channels and media can keep consu

6、mers as connected and interacting with a brand as they choose Advertising and promotion Geofencing Privacy issuesConflict,Cooperation,and CompetitionChannel conflict Generated when one channel members actions prevent another channel member from achieving its goalChannel coordination Occurs when chan

7、nel members are brought together to advance the goals of the channel instead of their own potentially incompatible goalsConflict,Cooperation,and CompetitionTypes of conflict and competitionHorizontal channel conflictVertical channel conflictMultichannel conflictConflict,Cooperation,and Competition G

8、oal incompatibility Unclear roles and rights Differences in perception Intermediaries dependence onmanufacturer Causes of channel conflictConflict,Cooperation,and Competition Dilution and cannibalizationMarketers must be careful not to dilute their brands through inappropriate channels Legal and ethical issues in channel relationsExclusive dealing/territories,tying agreements,and dealers rightsConflict,Cooperation,and Competition