Marketing channels: a management view
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mason, Ohio
South-Western
1999
|
| Ausgabe: | 6. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXII, 688 S. Ill., graph. Darst. |
| ISBN: | 003024482X |
Internformat
MARC
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| 250 | |a 6. ed. | ||
| 264 | 1 | |a Mason, Ohio |b South-Western |c 1999 | |
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Datensatz im Suchindex
| _version_ | 1804129176349835264 |
|---|---|
| adam_text | Contents in Brief
PART I Marketing Channel Systems 1
Chapter 1 Marketing Channel Concepts 2
Chapter 2 The Channel Participants 32
Chapter 3 The Environment of Marketing Channels 78
Chapter 4 Behavioral Processes in Marketing Channels 118
PART II Developing the Marketing Channel 161.
Chapter 5 Strategy in Marketing Channels 162
Chapter 6 Designing the Marketing Channel 196
Chapter 7 Selecting the Channel Members 234
Chapter 8 Target Markets and Channel Design Strategy 256
PART III Managing the Marketing Channel 279
Chapter 9 Motivating the Channel Members 280
Chapter 10 Product Issues in Channel Management 312
Chapter 11 Pricing Issues in Channel Management 342
Chapter 12 Promotion through the Marketing Channel 368
Chapter 13 Logistics and Channel Management 398
Chapter 14 Evaluating Channel Member Performance 426
PART IV Additional Perspectives on Marketing Channels 447
Chapter 15 Electronic Marketing Channels 449
Chapter 16 Direct Selling and Direct Marketing Channel Systems 480
Chapter 17 Marketing Channels for Services 506
Chapter 18 International Channel Perspectives 524
PART V Cases 549
Appendix 674
Index 676
xiii
Contents
PART I Marketing Channel Systems ±
Chapter 1 Marketing Channel Concepts 2
Learning Objectives 2
Focus on Channels 3
Growing Importance of Marketing Channels 4
Difficulty in Gaining Sustainable Competitive Advantage 4
Growing Power of Distributors 6
Need to Reduce Distribution Costs 7
The New Stress on Growth 7
The Increasing Role of Technology 8
The Marketing Channel Denned 9
Use of the Term Channel Manager 10
The Marketing Channel and Marketing Management Strategy 12
Channel Strategy versus Logistics Management 15
Flows in Marketing Channels 16
Distribution through Intermediaries 19
Specialization and Division of Labor 19
Contractual Efficiency 21
Channel Structure 23
Ancillary Structure 26
Summary 27
Review Questions 28
Issues for Discussion 29
Chapter 2 The Channel Participants 32
Learning Objectives 32
Focus on Channels 33
An Overview of the Channel Participants 34
Producers and Manufacturers 34
Intermediaries 38
Wholesale Intermediaries 38
Retail Intermediaries 55
Facilitating Agencies 71
Summary 73
Review Questions 74
Issues for Discussion 75
Chapter 3 The Environment of Marketing Channels 78
Learning Objectives 78
Focus on Channels 79
The Marketing Channel and Environment 80
The Economic Environment 82
Recession 82
Inflation 84
Deflation 85
Other Economic Issues 86
Contents xv
The Competitive Environment 87
Types of Competition 87
Competitive Structure and Channel Management 90
The Sociocultural Environment 91
Age Patterns of the Population 94
Changing Ethnic Mix 95
Education Trends 95
Family or Household Structure 96
Changing Role of Women 97
The Technological Environment 97
The Internet and Electronic Marketing Channels 98
Scanners, Computerized Inventory Management, and Portable
Computers 99
Electronic Data Interchange (EDI) 100
Teleshopping, Computershopping, and Home Shopping 101
Other Technological Innovations 102
The Legal Environment 103
Legislation Affecting Marketing Channels 104
Legal Issues in Channel Management 106
Summary 114
Review Questions 115
Issues for Discussion 116
Chapter 4 Behavioral Processes in Marketing Channels 118
Learning Objectives 118
Focus on Channels 119
The Marketing Channels As a Social System 120
Conflict in the Marketing Channel 121
Conflict versus Competition 122
Causes of Channel Conflict 123
Managing Channel Conflict 131
Power in the Marketing Channel 138
Bases of Power for Channel Control 139
Using Power in the Marketing Channel 145
Role in the Marketing Channel 152
Communication Processes in the Marketing Channel 154
Behavioral Problems in Channel Communications 154
Summary 158
Review Questions 159
Issues for Discussion 159
PART II Developing the Marketing Channel 161
Chapter 5 Strategy in Marketing Channels 162
Learning Objectives 162
Focus on Channels 163
Channel Strategy Defined 164
Marketing Channel Strategy and the Role of Distribution in Corporate
Objectives and Strategy 166
Determining the Priority Given to Distribution 169
Marketing Channel Strategy and the Marketing Mix 171
Distribution Relevance to Target Market Demand 173
xvi Contents
Competitive Parity in Other Marketing Mix Variables 174
Distribution Neglect and Competitive Vulnerability 175
Distribution and Synergy for the Channel 176
Channel Strategy and Designing Marketing Channels 177
Differential Advantage and Channel Design 177
Positioning the Channel to Gain Differential Advantage 178
Channel Strategy and the Selection of Channel Members 180
Channel Strategy and Managing the Marketing Channel 183
Closeness of Channel Relationships 183
Motivation of Channel Members 183
Use of the Marketing Mix in Channel Management 190
Channel Strategy and the Evaluation of Channel Member
Performance 191
Summary 191
Review Questions 192
Issues for Discussion 193
Chapter 6 Designing the Marketing Channel 196
Learning Objectives 196
Focus on Channels 197
What Is Channel Design? 198
Who Engages in Channel Design? 199
A Paradigm of the Channel Design Decision 199
Phase 1: Recognizing the Need for a Channel Design Decision 200
Phase 2: Setting and Coordinating Distribution Objectives 202
Becoming Familiar with Objectives and Strategies 202
Setting Explicit Distribution Objectives 204
Checking for Congruency 204
Phase 3: Specifying the Distribution Tasks 206
Phase 4: Developing Possible Alternative Channel Structures 208
Number of Levels 208
Intensity at the Various Levels 208
Types of Intermediaries 211
Number of Possible Channel Structure Alternatives 211
Phase 5: Evaluating the Variables Affecting Channel Structure 212
Market Variables 212
Product Variables 215
Company Variables 217
Intermediary Variables 217
Environmental Variables 218
Behavioral Variables 218
Phase 6: Choosing the Best Channel Structure 219
Financial Approach 222
Transaction Cost Analysis Approach 223
Management Science Approaches 224
Judgmental Heuristic Approaches 227
Summary 230
Review Questions 231
Issues for Discussion 232
Chapter 7 Selecting the Channel Members 234
Learning Objectives 234
Focus on Channels 235
Contents xvii
Channel Member Selection and Channel Design 236
The Selection Process 237
Finding Prospective Channel Members 237
Field Sales Organization 238
Trade Sources 238
Reseller Inquiries 240
Customers 240
Advertising 240
Trade Shows 242
Other Sources 242
Applying Selection Criteria 242
Generalized Lists of Criteria 244
Using Lists of Selection Criteria 248
Securing the Channel Members 248
Specific Inducements for Securing Channel Members 251
Summary 253
Review Questions 254
Issues for Discussion 254
Chapter 8 Target Markets and Channel Design Strategy 256
Learning Objectives 256
Focus on Channels 257
A Framework for Market Analysis 258
Market Geography and Channel Design Strategy 259
Locating Markets 259
Tracking and Forecasting Geographical Changes in Markets 259
Market Size and Channel Design Strategy 262
Market Density and Channel Design Strategy 264
Market Behavior and Channel Design Strategy 266
When the Market Buys 266
Where the Market Buys 267
How the Market Buys 269
Who Buys 272
Summary 274
Review Questions 275
Issues for Discussion 275
PART III Managing the Marketing Channel 279
Chapter 9 Motivating the Channel Members 280
Learning Objectives 280
Focus on Channels 281
Finding Out the Needs and Problems of Channel Members 283
Approaches for Learning about Channel Member Needs and
Problems 284
Offering Support to Channel Members 290
Cooperative Arrangements 291
Partnerships and Strategic Alliances 294
Distribution Programming 300
Providing Leadership to Motivate Channel Members 306
Summary 308
Review Questions 309
xviii Contents
Issues for Discussion 309
Chapter 10 Product Issues in Channel Management 312
Learning Objectives 312
Focus on Channels 313
New Product Planning and Channel Management 314
Encouraging Channel Member Input Into New Product Planning 315
Fostering Channel Member Acceptance of New Products 316
Fitting the New Product into Channel Member Assortments 319
Educating Channel Members about New Products 319
Making Sure New Products Are Trouble Free 320
The Product Life Cycle and Channel Management 321
The Introductory Stage and Channel Management 322
The Growth Stage and Channel Management 324
The Maturity Stage and Channel Management 326
The Decline Stage and Channel Management 327
Strategic Product Management and Channel Management 328
Product Differentiation and Channel Management 329
Product Positioning and Channel Management 330
Product Line Expansion/Contraction and Channel Management 332
Trading Up, Trading Down, and Channel Management 333
Product Brand Strategy and Channel Management 335
Product Service Strategy and Channel Management 336
Summary 337
Review Questions 338
Issues for Discussion 339
Chapter 11 Pricing Issues in Channel Management 342
Learning Objectives 342
Focus on Channels 343
Anatomy of Channel Pricing Structure 344
Guidelines for Developing Effective Channel Pricing Strategies 349
Profit Margins 350
Different Classes of Resellers 351
Rival Brands 352
Special Arrangements 353
Conventional Norms in Margins 353
Margin Variation on Models 354
Price Points 354
Product Variations 355
Other Issues in Channel Pricing 355
Exercising Control in Channel Pricing 355
Changing Price Policies 357
Passing Price Increases through the Channel 358
Using Price Incentives in the Channel 360
Minimizing the Gray Market and Free Riding 361
Summary 363
Review Questions 364
Issues for Discussion 364
Chapter 12 Promotion through the Marketing Channel 368
Learning Objectives 368
Focus on Channels 369
Promotional Strategies and Channel Member Cooperation 372
Contents xix
Basic Push Promotional Strategies in Marketing Channels 376
Cooperative Advertising 376
Promotional Allowances 379
Displays and Selling Aids 381
In store Promotions 383
Contests and Incentives 385
Special Promotional Deals and Merchandising Campaigns 385
Kinder and Gentler Push Promotion Strategies in Marketing
Channels 388
Training Programs 388
Quota Specification 390
Missionary Selling 391
Trade Shows 392
Summary 393
Review Questions 394
Issues for Discussion 394
Chapter 13 Logistics and Channel Management 398
Learning Objectives 398
Focus on Channels 399
The Role of Logistics 400
Logistics Systems, Costs, and Components 402
Transportation 403
Materials Handling 405
Order Processing 405
Inventory Control 406
Warehousing 407
Packaging 408
The Output of the Logistics System: Customer Service 409
Four Key Areas of Interface between Logistics and Channel
Management 411
Defining Logistics Service Standards 412
Evaluating the Logistics Program 416
Selling the Channel Members on the Logistics Program 417
Monitoring the Logistics System 421
Summary 422
Review Questions 423
Issues for Discussion 424
Chapter 14 Evaluating Channel Member Performance 426
Learning Objectives 426
Focus on Channels 427
Factors Affecting Scope and Frequency of Evaluations 428
Degree of Control 428
Importance of Channel Members 429
Nature of the Product 429
Number of Channel Members 429
Performance Evaluation versus Day to Day Monitoring 429
Channel Member Performance Audit 430
Developing Criteria 430
Applying Performance Criteria 439
Recommending Corrective Actions 442
Summary 444
xx Contents
Review Questions 445
Issues for Discussion 445
PART IV Additional Perspectives on Marketing Channels 447
Chapter 15 Electronic Marketing Channels 448
Learning Objectives 448
Focus on Channels 449
Electronic Marketing Channels Defined 450
Structure of Electronic Marketing Channels 451
Disintermediation versus Reintermediation 452
Information Flow versus the Product Flow 456
Virtual Channel Structure versus Conventional Channel
Structure 457
Developments and Trends in Electronic Marketing Channels 458
Customer Behavior and Electronic Marketing Channels 458
Intermediaries and Electronic Marketing Channels 462
Manufacturers and Electronic Marketing Channels 463
Advantages and Disadvantages of Electronic Marketing Channels 465
Advantages of Electronic Marketing Channels 466
Disadvantages of Electronic Marketing Channels 470
Implications for Marketing Channel Strategy and Management 473
Objectives and Strategies of the Firm and Electronic Marketing
Channels 474
Role of Electronic Marketing Channels in the Marketing Mix 474
Channel Design and Electronic Marketing Channels 475
Channel Member Selection and Electronic Marketing Channels 475
Channel Management and Electronic Marketing Channels 475
Evaluation and Electronic Marketing Channels 476
Summary 476
Review Questions 477
Issues for Discussion 477
Chapter 16 Direct Selling and Direct Marketing Channel Systems 480
Learning Objectives 480
Focus on Channels 481
Direct Selling Channels 482
Structure and Trends in Direct Selling 485
Rationale for Designing a Direct Selling Channel 488
Direct Marketing Channels 494
Structure and Trends in Direct Marketing 495
Rationale for Designing a Direct Marketing Channel 500
Summary 503
Review Questions 504
Issues for Discussion 505
Chapter 17 Marketing Channels for Services 506
Learning Objectives 506
Focus on Channels 507
Special Characteristics of Services 508
Intangibility of Services 509
Inseparability of Services 509
Difficulty of Standardization 509
Contents xxi
Customer Involvement in Services 510
Perishability of Services 510
Implications of Service Characteristics for Channel Management 510
Intangibility and Channel Management 512
Inseparability and Channel Management 513
Difficulty of Standardization and Channel Management 514
Customer Involvement and Channel Management 514
Perishability of Services and Channel Management 515
Additional Perspectives on Marketing Channels for Services 516
Shorter Channels 516
Franchised Channels 517
Customization of Services 518
Channel Flows 519
Summary 520
Review Questions 521
Issues for Discussion 521
Chapter 18 International Channel Perspectives 524
Learning Objectives 524
Focus on Channels 525
Environment of International Channel Management 526
Economic Factors and International Channels 527
Competitive Environment and International Channels 528
Sociocultural Environment and International Channels 528
Technological Environment and International Channels 529
Legal/Political Environment and International Channels 530
Behavioral Processes in International Channels 531
Designing International Channels 532
Indirect Exporting 533
Direct Exporting 534
Choosing the Appropriate Structure 536
Motivating International Channel Members 538
Finding Out Needs and Problems of Foreign Channel Members 539
Supporting Foreign Channel Members 540
Leading Foreign Marketing Channels 542
Summary 544
Review Questions 545
Issues for Discussion 546
PART V 549
Cases
Case 1: Saturn Motor Corporation 551
Case 2: Sears, Roebuck and Company 553
Case 3: Precision Electronics Corporation 559
Case 4: Plattsburgh Motor Service 562
Case 5: Hassler Howard Inc. 565
Case 6: Barnes Noble College Bookstores 569
Case 7: Snap on Tools Corporation 572
Case 8: Star Chemical Company 576
Case 9: The Oliver Corporation 578
Case 10: Innovative Toys Inc. 580
xxii Contents
Case 11: Simpson Timber 588
Case 12: Clarkson Cold Products Company 592
Case 13: Ben Jerry s Homemade, Inc. 594
Case 14: American Olean Tile Company 598
Case 15: Dunkin Donuts Inc. 601
Case 16: Hyde Phillip Chemical Company 604
Case 17: Volvo 607
Case 18: General Electric Company 609
Case 19: Primestart Roofing Supply 611
Case 20: Libbey Owens Ford Company 613
Case 21: Koehring Company 617
Case 22: Dell Computer Corporation 623
Case 23: Avon Products, Inc. 626
Case 24: Ambrose Travel Inc. 635
Case 25: Encyclopaedia Britannica International 643
Appendix 649
Index 676
|
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| isbn | 003024482X |
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| spelling | Rosenbloom, Bert Verfasser aut Marketing channels a management view Bert Rosenbloom 6. ed. Mason, Ohio South-Western 1999 XXII, 688 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Absatzweg (DE-588)4112445-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Absatzweg (DE-588)4112445-5 s DE-604 Marketing (DE-588)4037589-4 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009796421&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Rosenbloom, Bert Marketing channels a management view Absatzweg (DE-588)4112445-5 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4112445-5 (DE-588)4037589-4 |
| title | Marketing channels a management view |
| title_auth | Marketing channels a management view |
| title_exact_search | Marketing channels a management view |
| title_full | Marketing channels a management view Bert Rosenbloom |
| title_fullStr | Marketing channels a management view Bert Rosenbloom |
| title_full_unstemmed | Marketing channels a management view Bert Rosenbloom |
| title_short | Marketing channels |
| title_sort | marketing channels a management view |
| title_sub | a management view |
| topic | Absatzweg (DE-588)4112445-5 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Absatzweg Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009796421&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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