Marketing Channel Strategy
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| also omni-channel strategies
channels 2; actors 6–12; definition 3–4; technological advances 4–6; see also omni-channel strategies chatbots 178–179, 355 China: distributors 313; gray markets 158; international market 294; market segmentation 322; Mtime 10; omni-channel strategies 312; Starbucks in 347 CHN Group 93 Chotukool 307–308 Cisco 152–153 coalition 96 Cobweb Designs 38 codification 242 coercion 86–87, 123–124 coercive power 86–87 commission agents for wholesalers 224 commitment: channel relationships 108, 115–120, 130, 131–132; franchising 281–282 communication: channel conflict 151–152; channel relationships 115–116; omni-channel strategies 14 company outlets 275–276, 278–280 company stores 25, 274–275 comparison shopping 5, 177 competition: channel relationships 112, 113, 115, 118; franchising 277; intrachannel 152–153; omni-channels 153, 154–155; wholesalers 241 competitive advantages: channel relationships 113–115; franchising 259–260; marketing channel strategy 3, 37 compulsory arbitration 163–164 concentration of industry 221 consignment/locker stock 25 consolidation: channel relationships 111–112; franchising 259–260; wholesalers 220–221, 235–237, 242–243 consortiums 229 consultants, as franchisees 264–266, 276 consumer cooperatives 232–235 consumer electronics 155–156 consumers: customer insights 16; customer knowledge 350–352; marketing channel actors 6, 10–11; marketing channels 3–5; multi-channel conflict 154; omni-channel benefits 101–102; see also end-users consumption 14 contacts, upstream channel member benefits 39–40 contiguity 284–285 continuity, channel relationships 115–116 continuous replenishment programs (CRP) 39, 201 contract warehousing 27 contracts (franchising) 267–280 convenience stores 26, 175, 188, 325 conversion rates 358 co-operatives 30, 230–234, 281–282 corporate culture 125 cost gaps 63–70, 69, 73 Costco 158 costs: channel conflict 148; channel functions 46–47, 50–53; efficiency 39–40; efficiency template 53–59; retail 184–187, 190–192, 191; see also financing cost-side positioning strategies 180–184 counterfeiting 157 credible commitments 119 cross-channel shopping 14–15, 74, 75; see also showrooming cross-channel strategies 12; see also omni-channel strategies cross-docking 27 cross-utilization 358 culture: channel conflict 152; corporate 125 currency inconvertibility 294 customer insights 16 customer journeys 353 customer knowledge 350–352 customer service 190–192, 327–328, 340; see also service outputs customers for wholesale 224 data, retailer trends 178–179 data analytics 354 Index 366 dealer councils 161 dealer direct retailers 25 decision-making processes, channel relationships 125–126 delivered sale 208 Delivery Hero 135–136 delivery times 188–189, 325–326, 339–340 demand surges 47 demand-side positioning strategies 187–192 dental practices 239 department stores 26, 173–174 dependence, channel power 93–99 designer fashions 158 destructive actions 161 Dhanani Group 285 differentiation: channel conflict 156–157; channel relationships 113; gray markets 158 direct mailers 28 direct selling 194–196, 198, 233–234 direct selling organizations (DSOs) 194–196, 198 discount stores 26, 174, 205 disintermediation 15–16 Disney 71 disputatious conflict 146 distribution breadth 72, 73 distribution depth 72, 73 distributive fairness 124, 127 distributors: bottom-of-the-pyramid (BOP) segments 307–312; buy direct approach 244; channel relationships 117–119; direct selling channels 194–196, 198; distinction from wholesalers 218–220; emerging market trends 313; go-to-market strategies 3; gray markets 159–160; importance of 220–224; marketing channels 3–4; role of 20; see also downstream channel members diverting 201–203 dollar stores 187–188 Domino's 301–302 door-to-door formats 29 double marginalization 82–83 downstream channel members: channel conflict 141; channel relationships 113–115, 114, 117–120; franchising 253; gray markets 160; search facilitation 37–38; sorting goods 38–39; see also distributors drugstores 175 Dunkin’ Donuts 278 dynamic pricing 354–355 e-commerce see online shopping economic satisfaction 121–123 economies of scale 47, 200, 258 ecosystem approach see omni-channel ecosystem efficiency: upstream channel member benefits 39–40; wholesalers 227 efficiency template 53–59, 54 electronic bill presentment and payment (EBPP) services 64 emerging market trends 312–314 emotions, channel conflict 142–143 endless aisles 354 end-users: channels as gateway to manufacturer 36–37; customer insights 16; customer knowledge 350–352; downstream channel member benefits 37–39; franchisor interactions 249–250, 253; market segments 18–19, 319–322; marketing channel actors 6, 10–11; marketing channels 3–5; multi-channel conflict 154; omni-channel benefits 101–102; omni-channel strategies 336–337; online channels 11; service output template 338–341, 342; service outputs 320–321, 323–334; targeting segments 334–337 engagement 14, 358 entrepreneurs: bottom-of-the-pyramid 308–312; as franchisees 261–266, 281 environmental bounds 60–61 equity principle 52–53, 57–59 ethics: bottom-of-the-pyramid segments 305–306; direct selling organizations 196; gray markets 157–160, 203; see also fairness evaluating channel performance 358; tải về 5.39 Mb. 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