Based on the chapter 14 of KOTLER

1. What is a MARKETING CHANNEL SYSTEM & VALUE
NETWORK
A presentation based on the chapter : Designing and
Managing Integrated Marketing Channels .
JALAJ GARG
IIT-GUWAHATI

2. What is a
Marketing Channel
??

3. MARKETING CHANNELS : are sets of independent organizations
participating in the process of making a product or services available for
use or consumption .

4. They are the set of PATHWAYS a product or service follows
after production , culminating in purchase and consumption
by the final end user

5. THE IMPORTANCE OF
CHANNELS
A Marketing Channel System is the
particular set of marketing channels
a firm employs and takes
management decisions regarding
these channels .

6. Marketing Channels represent a substantial Opportunity Cost
Yet another CHIEF ROLE :
CONVERTING POTENTIAL BUYERS TO PROFITABLE
CUSTOMERS

7. Different forms of Intermediaries :

8. In management of
Intermediaries , two strategies
used are :

9. In management of
Intermediaries , two strategies
used are :
PUSH STRATEGY
1

10. In management of
Intermediaries , two strategies
used are :
2

12. MULTICHANNEL MARKETING OR HYBRID CHANNELS occurs when a
single firm uses two or more marketing channels to reach customer
segments .

13. Now , what is a Value
Network ??

14. A VALUE NETWORK is a system of partnerships and alliances
that a firm creates to source , augment , and deliver its
offerings .

15. It includes :
The Firm
Firm’s
immediate
consumer
Firm’s
End
Consum
ers
Firm’s
Supplier
Supplie
r’s
Supplie
r

16. To be continued with the Role of
marketing channels in the next
presentation
These slides were Created by Jalaj Garg, IIT Guwahati,
during a Marketing internship by Prof. Sameer Mathur, IIM
Lucknow.( see www.IIMInternship.com)