Markedsføringskanalstrategi

Marketing Channel Strategy

• The book explores the design, modification, and maintenance of effective channel strategies in both consumer goods and business-to-business markets.
• The book adopts an omni-channel perspective.

The Omni-Channel Ecosystem

• Go-to-market strategy: The blueprint for delivering a firm's offerings to customers efficiently and cost-effectively.
• Factors driving omni-channel strategies: Technological advancements, evolving consumer buying preferences, and the rise of e-commerce.
• Omni-channel vs. multi-channel strategy: Omni-channel integrates various channels seamlessly, while multi-channel treats channels as separate entities.
• Elements of omni-marketing channel design and implementation: Analysis of industry practices, identification of areas for improvement, and implementation of incentivizing procedures for channel partners.

Marketing Channel Actors

• Manufacturers: The producers of goods or services.
• Intermediaries: Wholesalers, retailers, and specialized entities (like agents, brokers, etc)
• End-users: Business customers or individual consumers.

Manufacturers: Upstream Channel Members

• Branded products: Recognized by their names and distributed by intermediaries. (e.g Coca-Cola)
• Private-label products: Produced without a specific branded name.
• Manufacturers as channel captains: May not be the only channel captain, but are responsible for the overall go-to-market strategy.

Intermediaries: Middle-Channel Members

• Wholesalers: Sell to other intermediaries or business end-users but not individual consumers. ( e.g. wholesalers for groceries)
• Retailers: Sell directly to individual consumers. (e.g. retailers like electronics stores)
• Specialized intermediaries: Perform specific functions like financing, logistics, or information.

The Changing Channel Landscape

• Technological advancements: Shifting consumer behavior towards online channels, blurring the lines between online and offline experiences.
• Showrooming and webrooming: Consumers use one channel to evaluate products & buy through another.
• Omni-channel strategy: A strategy that seamlessly integrates online and offline channels.

Channels Management & Design

• Buyer-initiated formats: Buyers joining forces for better pricing, more control. (e.g. wholesale clubs)
• Buyer-initiated formats: Companies purchasing goods in bulk for better prices.
• Channel formats: Different ways companies use channels like mail order, catalog, hypermarkets, or trade shows; to reach customers.

Denne quizen tar for seg design, modifikasjon og vedlikehold av effektive markedsføringskanalstrategier, både for forbruksvarer og bedrifter. Den utforsker omni-channel perspektivet og sammenligner det med multi-channel strategier.