BIIB 14 16 MM I 10 Place Students Copy

Topic 10

Place

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Topic 10

Agenda
•
•
•
•

Definition and functions of channels of distribution
Channel design decisions, channel levels
Channel conflicts and resolution
Integrated marketing channels

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Topic 10

1

Reading
• Marketing Management: A South Asian Perspective
(Kotler, Keller, Koshy, Jha)

» Chapter 14: Designing and Managing Integrated Marketing
Channels

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Topic 10

Marketing Channels
(a.k.a. Channels of Distribution)

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Topic 10

2

Marketing Channels

(a.k.a. Channels of Distribution)

• Sets of interdependent organizations participating in the process of making a product or service available for use or consumption

Source: “Marketing Management: A South Asian Perspective (14 th edition)” by Kotler, Keller, Koshy, Jha

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Marketing Channels

Topic 10

(a.k.a. Channels of Distribution)

• The link between manufactures (or service providers) and customers

• Accomplish all the tasks necessary to effect a sale and deliver products to the customer

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Topic 10

3

Supply Chain
B2C
B2B

Suppliers

Direct
Suppliers

B2C
Consumer
Products
Manufacturer
(or Service
Provider)

Channels
Consumers
Intermediaries
Marketing channels
Distribution channels

Value creation/addition at each stage

Girish Ketkar

MM-I @ BIIB 2014-16 (Semester I)

Topic 10

Supply Chain or Demand Chain?

Supply Chain

Girish Ketkar

Demand Chain

MM-I @ BIIB 2014-16 (Semester I)

Topic 10

4

Marketing Channels

(a.k.a. Channels of Distribution)

Merchants
• Buy, take title to, and resell the merchandise

Wholesalers, dealers, retailers, etc.

Agents
Brokers, manufacturers’ representatives, sales agents, etc. Facilitators
Transportation companies, independent warehouses, banks, etc.

Girish Ketkar

•