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1. Channel management decisions:
1. Selecting channel members:
2. Training channel members
3. Motivating channel members: Channel
offering, Channel building programs
2. Eliciting power to Co-operate:
1. Coercive power
2. Reward power
3. Legitimate power
4. Expert power
5. Referent power
3. Channel Dynamics: distribution
channels do not stand still.
1. Conventional Marketing system
2. Vertical Marketing System
i. Corporate
ii. Administered
iii. Contractual
6. 3. Managing Channel Conflict:
i. Superordinate goals,
ii. Exchange persons,
iii. Cooptation,
iv. Joint membership,
v. Diplomacy
vi. Mediation
vii. Arbitration
7. Legal & Ethical Issues in Marketing:
i. Exclusive Dealing
ii. Exclusive territories
iii. Tying arrangements: Full-line forcing
iv. Dealers Rights
8. Wholesaling includes all the activities
involved in selling goods or services to
those who buy for resale or business
use.
They are also called as distributors
9. Functions of wholesalers;
i. Selling and promoting
ii. Buying and assortment building
iii. Bulk breaking
iv. Warehousing
v. Transportation
vi. Financing
vii. Risk bearing
viii. Market information
ix. Management services and counselling
10. Retailing includes all activities involved in
selling goods or services directly to final
consumers for personal, non business use.
Levels of service:
i. Self-service
ii. Self selection
iii. Limited service
iv. Full service
11. Four broad positioning strategies:
i. Bloomingdale
ii. Tiffany
iii. Sunglass hut
iv. Wal-Mart
13. Globalisation
Globalization is often used to refer to
economic globalization, that is,
integration of national economies into
the international economy through
trade, foreign direct investment, capital
flows, migration, and the spread of
technology.
14. At the company level globalisation means the
company commits itself with several
manufacturing locations around the world and
offers products in several diversified
industries
A company which has gone global is called a
multinational corporation (MNC).
The global company views the world as one
market, minimises the importance of national
boundaries, raises capital and markets
wherever it can do the job best.
15. For a long time businessmen believed that
home markets were adequate and safe.
But now the slogan is Globalise or Perish.
Supranational enterprise is a further
development chartered by a non-political
international body such as IMF or World
Bank.
16. A global company has six charecteristics:
1. It is a conglomerate of multiple units (located in
different parts of the globe).
2. Multiple units draw on a common pool of resources
such as money, credit, information, patents, trade
names and control systems.
3. The units respond to some common strategy.
4. Product presence in different parts of the world
5. Human resources contain high diversity
6. Transactions involving intellectual properties such
as copyrights, patents, trade marks, and process
technology across the globe
17. Startegies to go global
1. Deciding whether to go global
2. Deciding which markets to enter
3. Deciding how to enter the market
4. Learning to handle differences
5. Adjusting the management process
6. Selecting a managerial approach
7. Deciding organisation structure
18. Communication strategy
Marketing communication mix:
1. Advertising
2. Sales promotion
3. Public relation
4. Personal selling
5. Direct marketing
20. Developing effective communications:
1. Identify the target audience
2. Determine the communication objective
3. Design the message (AIDA model)
4. Select the communication channel (p & np)
5. Establish the total communication budget
6. Decide on the communication mix
7. Measure the communication results
