what is 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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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 b i g g e s t e l e c t r o n i c s companies use multichannel marketing to get access to even the most remote customers.
!The company offers broad
range of products through : Mass merchants Retail chains Speciality chain stores Via web Via online retailers Small 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.
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