Chapter 12: Marketing Channels: Delivering Customer Value

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Chapter 12: Marketing Channels: Delivering Customer Value by Mind Map: Chapter 12: Marketing Channels: Delivering Customer Value

1. Supply Chains and Value Delivery Networks

1.1. Supply chains

1.2. Value delivery network

1.3. Upstream partners

1.4. Demand chain

1.5. Downstream partners

1.5.1. Why companies use marketing channels?

2. The Nature and Importance of Marketing Channels

2.1. Marketing Channel (Distribution Channel)

2.1.1. How Channel Members Add Value: Bridge Transform

2.1.2. Key functions of members in marketing channel Information Promotion Contact Matching Negotiation Physical distribution Financing Risk taking

2.2. Number of Channel Levels

2.2.1. An indirect marketing channel

2.3. A direct marketing channel

2.4. Channel members are connected by several types of flows

2.4.1. Physical flow of products

2.4.2. Flow of ownership

2.4.3. Payment flow

2.4.4. Information flow

2.4.5. Promotion flow

3. Channel Behavior and Organization

3.1. A marketing channel

3.2. A conventional distribution channel

3.2.1. Independent Producers

3.2.2. Wholesalers

3.2.3. Retailers

3.3. Three types of Marketing Channel Systems

3.3.1. Vertical Marketing

3.3.2. Horizontal Marketing

3.3.3. Multichannel Marketing

4. Channel Design Decisions

4.1. Designing effective marketing channels

4.1.1. Analyzing Customer Needs

4.1.2. Setting Channel Objectives

4.1.3. Identifying Major Channel Alternatives Channel Members Available Number of Marketing Intermediaries Intensive distribution Exclusive distribution Selective distribution Responsibilities of Channel Members Price policies Conditions of sale Territory rights Specific services

4.1.4. Evaluating Those Alternatives Using economic criteria Control issues Adaptability criteria

5. Channel Management Decision

5.1. Selecting channel members

5.2. Managing channel members

5.3. Motivating channel members

5.4. Evaluating channel members

6. Public policy and distribution decisions

6.1. Exclusive distribution

6.2. Exclusive dealing

6.3. Exclusive arrangements

6.4. Exclusive territorial agreements

6.5. Full-line forcing

7. Marketing Logistics and Supply Chain Management

7.1. Marketing logistics (physical distribution)

7.1.1. Supply chain management

7.1.2. Goal of marketing logistics

7.2. Major Logistics Functions

7.2.1. Warehousing

7.2.2. Inventory Management

7.2.3. Transportation

7.2.4. Logistics information management

7.3. Integrated logistics management

7.3.1. Cross-Functional Teamwork Inside the Company

7.3.2. Building Logistics Partnerships

7.3.3. Third-Party Logistics