Marketing Channel Strategy
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Locators in italics refer to figures and those in bold to tables. 1-800-Flowers 332 3PL (logistics) 224 4PL (logistics) 224 4Ps of marketing 1–2 80/20 rule 243 accumulation 38–39 Ace Hardware 230–232 acquisitions, wholesalers 235–237 active intervention 157 activity-based costing (ABC) 53–54, 243–244 ADA 266 advertising: channel functions 48; channel relationships 122; McDonald’s 255; service providers 28; see also promotion affective conflict 142–143 agency theory 150 agents for wholesale 224 agriculture: farm cooperatives 232–233; international markets 302–305 Airbnb 16 Albert Karoll 330, 335 Aldi 172, 173 Alibaba 347 alliance-based wholesaling strategies 228–235 alliances of wholesalers 228–235 Allstate insurance 286 alternative channel formats 24–33 Amazon: Fulfillment by Amazon 3; hybrid retail 196; omni-channel strategies 346 American Customer Satisfaction Index (ACSI) surveys 328 Amul 233 anchor stores 186–187 apps 325, 353–354 arbitration, channel conflict 163–164 Arrow 241 artificial intelligence (AI) 178–179, 355 assessing channel performance 358; see also auditing asset turnover 184 assortment (retail strategies) 189–190 asymmetric commitment 116–117 auditing: assessing channel performance 358; channel functions 45–53; efficiency template 53–59, 54; gap analysis 59–71; omni-channel strategies 71–74, 72, 75, 355–356 augmented reality technology 179 authorized franchise systems 251–252 automobile buying online 287, 356–357 Avon 198 balanced power 160 balanced scorecard methods 223 banks, customer engagement 351–352 barriers to entry 112 bartering 28 Beepi 22–23 beliefs, legitimate power 90–91 benchmarking (franchises) 277 Index 364 benevolence 121 Best Buy 5–6 big data 178–179 black marketing 157 blockchain technologies 240, 240 Boon + Gable 179–180 bottom-of-the-pyramid (BOP) segments 305–312, 324–325 brand equity 260 brand loyalty 201 brand positioning 16; see also market segmentation brands: franchise benefits 258; franchising 250–251, 259–260; marketing channel actors 8; private-label products 8, 203–205 breaking bulk 187–188, 323–325, 326, 339 bricks and mortar stores see physical stores brokers 25, 224 bulk-breaking 187–188, 323–325, 326, 339 bundling, wholesalers 243 Burkhart Dental Supply 239 business format (franchising) 251, 252 business-to-business (B2B) 17–18; franchising 250; marketing channel actors 6, 10–11; omni-channel strategies 19, 19–20; service output template 338–341, 342; service outputs 333, 334; wholesalers 218–219, 241 buy direct approach 244 buyer-initiated formats 30 buyers (retail strategies) 190, 200–201, 320–321 buying clubs 25 buying motive 171 Cabela 328 Canon 155–156 capital for growth, franchises 261 car buying online 287, 356–357 career paths, franchises 277 Carrefour 299 cash datings 208 cash discount 208 catalogs 26, 32–33, 197 category killers 26, 174 CDW (cdw.com) 50–53, 60, 63–64, 320–321, 328 centralization, decision-making processes 125–126 Chanel 158 channel captains 7 channel conflict 17, 141–142; competing goals 150–151; consequences 145–148; fairness 161; gray markets 157–160; intrachannel competition 152–153; measuring 143–145; mitigating effects of 160–161; omni-channel strategies 153–157, 166–167; perceptions of reality 151–152; resolution strategies 161–167; sources of 148–150; types of 142–143 channel design 17; gaps 60–70, 73; market segments 319–320, 323, 330, 336; structures and strategies 44–45 channel formats: definitions and examples 24–33; retailers 192–199; wholesalers 237–240, 238 channel functions 42–45; auditing 45–53 channel intermediaries see intermediaries channel power 17, 83; coercive power 86–87; dependence 93–99; expert power 88–89; gray markets 160; influence strategies 100–101; legitimate power 89–90; omni-channel strategies 101–102; referent power 90, 91; retailers 199–205; reward power 85–86; sources of 84–85, 85; as a tool 83–84; wholesalers 221 channel relationships 18; commitment 108, 115–120, 130, 131–132; downstream channel member benefits 113–115, 114; importance of 107–108; lifecycles 128–134; multi-channel vs. omni- channel 134–136; omni-channel strategies 355–357; trust 121–128; upstream channel member benefits 108–112, 114; wholesalers 242–243 channel strategy 322 channel suitability 19–20 channel systems 2–3, 4; auditing 45–53; auditing omni-channels 71–74; auditing using gap analysis 59–71; auditing using Index 365 the efficiency template 53–59; benefits of 37–40; importance of strategies 36–37; key functions 42–45; nature of 81–83; see tải về 5.39 Mb. Chia sẻ với bạn bè của bạn:
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