Marketing channel reflection

Course Overview - Marketing Channel Concepts

Lecture 1

Part 1 Marketing Channel Systems

Lecturer Profile

v Nigel Bairstow v B.Bus Marketing, MA Asian Studies and PhD v Lecturer in International and B2B Marketing

at U.T.S v Previous employees: 3M , Komatsu, Atlas

Copco and Alcan v Contact no: 0412 827 230 v Email: [email protected]

Assessment Tasks

Article Critique

•  15 Minute presentation

•  Commence 28th March

•  5%

Project Report

•  15 – 20 pages

•  Due: 23rd May

•  25%

•  Industry Speakers

•  Due: 6th June •  20%

Final Exam

•  2 hour exam plus 10 minutes

•  Three essays and case study

•  50%

Reflective Essay

Text

Resource

https://www.b2bwhiteboard.com/

Subject Precis

This subject develops the knowledge and skills to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference.

Course Roadmap

Course Objectives

1.  Implement practical solutions to complex channel problems

2.  Apply analytical perspectives and decision tools, which underlie managerial channel decisions.

3.  Work more effectively in teams to develop interpersonal, leadership and communication skills.

4.  Present more effectively in an informal and formal manner the findings of the group work components.

Learning Objectives 1.  Understand growing importance of marketing channels 2.  Define marketing and digital marketing channels 3.  How marketing channels relate to strategic variables in

the marketing mix 4.  The flows in the marketing channels and their

relationship to channel management 5.  The principles of specialization, division of labor, and

contactual efficiency 6.  The difference between the concepts of channel

structure and of ancillary structure

Shifting Source of Competitive Advantage

Voice of the Customer and Physical Availability

Kit Kat Physical Availability Japan

Why the growing importance of marketing channels?

1  The explosion of information technology and E-commerce

2  A greater difficulty in gaining a sustainable competitive advantage

3  The growing power of distributors, especially retailers in marketing channels

4  The need to reduce distribution costs

Amazons Distribution Centre

Starbuck Channel Issues

From Bean to Cup: Starbucks

Starbucks Digital Passport

KFC China – Facial Recognition

KFC Facial Recognition

Marketing Mix Model

Apple Distribution

Tesla Distribution

Tesla Retail Distribution

Channel Flows

Five Flows in Marketing Channels

Marketing Channel Flows

Product Flow

Negotiation Flow

Ownership Flow

Information Flow

Promotion Flow

Contactual Efficiency

Google Channel Structure

History of Google

Summary

•  We defined the concept of a marketing channel

•  We looked at how channels work and what functions and activities are performed inside the channel

•  The challenge of multi-channels •  Develop an analytical framework for channel design, modification and implememntation