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Marketing Channels : A Management View

ISBN: 9780324186932 | 0324186932
Edition: 7th
Format: Hardcover
Publisher: Cengage Learning
Pub. Date: 7/16/2003

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SummaryTable of ContentsAuthor Biography
Marketing Channels: A Management View, a market leader, is known to provide a management focus and managerial framework to the field of marketing channels. Theory, research, and practice are covered thoroughly and blended into a discussion that stresses decision making implications. This new edition reflects global, socio-cultural, and technological changes that have taken place within the industry.
part 1 Marketing Channel Systems 1
chapter 1 Marketing Channel Concepts
2(28)
Learning Objectives
2(1)
... MOREFocus on Channels
3(1)
Growing Importance of Marketing Channels
4(3)
Explosion of Information Technology and E-Commerce
4(1)
Difficulty in Gaining Sustainable Competitive Advantage
5(1)
Growing Power of Distributors
6(1)
Need to Reduce Distribution Costs
7(1)
The Marketing Channel Defined
7(2)
Use of the Term Channel Manager
9(1)
Marketing Channels and Marketing Management Strategy
10(2)
Channel Strategy versus Logistics Management
12(2)
Flows in Marketing Channels
14(2)
Distribution through Intermediaries
16(4)
Specialization and Division of Labor
17(1)
Contactual Efficiency
17(3)
Channel Structure
20(4)
Ancillary Structure
24(1)
Summary
25(1)
Review Questions
26(1)
Issues for Discussion
27(3)
chapter 2 The Channel Participants
30(42)
Learning Objectives
30(1)
Focus on Channels
31(1)
An Overview of the Channel Participants
32(1)
Producers and Manufacturers
32(4)
Intermediaries
36(30)
Wholesale Intermediaries
36(13)
Retail Intermediaries
49(17)
Facilitating Agencies
66(1)
Summary
67(1)
Review Questions
68(1)
Issues for Discussion
69(3)
chapter 3 The Environment of Marketing Channels
72(36)
Learning Objectives
72(1)
Focus on Channels
73(1)
The Marketing Channel and the Environment
74(1)
The Economic Environment
75(5)
Recession
76(1)
Inflation
77(2)
Deflation
79(1)
Other Economic Issues
79(1)
The Competitive Environment
80(4)
Types of Competition
80(3)
Competitive Structure and Channel Management
83(1)
The Sociocultural Environment
84(5)
Age Patterns of the Population
86(1)
Changing Ethnic Mix
87(1)
Educational Trends
87(1)
Family or Household Structure
88(1)
Changing Role of Women
89(1)
The Technological Environment
89(1)
The Internet and Electronic Marketing Channels
90(4)
Scanners, Computerized Inventory Management, and Portable Computers
90(2)
Electronic Data Interchange
92(1)
Other Technological Innovations
93(1)
The Legal Environment
94(9)
Legislation Affecting Marketing Channels
94(2)
Legal Issues in Channel Management
96(7)
Summary
103(1)
Review Questions
104(1)
Issues for Discussion
105(3)
chapter 4 Behavioral Processes in Marketing Channels
108(41)
Learning Objectives
108(1)
Focus on Channels
109(1)
The Marketing Channel As a Social System
110(1)
Conflict in the Marketing Channel
111(15)
Conflict versus Competition
112(1)
Causes of Channel Conflict
112(8)
Managing Channel Conflict
120(6)
Power in the Marketing Channel
126(12)
Basis of Power for Channel Control
127(6)
Using Power in the Marketing Channel
133(5)
Role in the Marketing Channel
138(1)
Communication Processes in the Marketing Channel
139(4)
Behaviorial Problems in Channel Communications
140(3)
Summary
143(1)
Review Questions
144(1)
Issues for Discussion
145(4)
part 2 Developing the Marketing Channel149(120)
chapter 5 Strategy in Marketing Channels
150(34)
Learning Objectives
150(1)
Focus on Channels
151(1)
Channel Strategy Defined
152(1)
Marketing Channel Strategy and the Role of Distribution in Corporate Objectives and Strategy
153(6)
Determining the Priority Given to Distribution
157(2)
Marketing Channel Strategy and the Marketing Mix
159(4)
Distribution Relevance to Target Market Demand
160(1)
Competitive Parity in Other Marketing Mix Variables
161(1)
Distribution Neglect and Competitive Vulnerability
162(1)
Distribution and Synergy for the Channel
162(1)
Channel Strategy and Designing in Marketing Channels
163(5)
Differential Advantage and Channel Design
164(1)
Positioning the Channel to Cain Differential Advantage
165(3)
Channel Strategy and the Selection of Channel Members
168(2)
Channel Strategy and Managing the Marketing Channel
170(8)
Closeness of Channel Relationships
171(2)
Motivation of Channel Members
173(3)
Use of the Marketing Mix in Channel Management
176(2)
Channel Strategy and the Evaluation of Channel Member Performance
178(1)
Summary
178(1)
Review Questions
179(1)
Issues for Discussion
180(4)
chapter 6 Designing the Marketing Channel
184(38)
Learning Objectives
184(1)
Focus on Channels
185(1)
What is Channel Design?
186(1)
Who Engages in Channel Design?
187(1)
A Paradigm of the Channel Design Decision
187(1)
Phase 1: Recognizing the Need for a Channel Design Decision
187(2)
Phase 2: Setting and Coordinating Distribution Objectives
189(3)
Becoming Familiar with Objectives and Strategies
190(1)
Setting Explicit Distribution Objectives
190(1)
Checking for Congruency
191(1)
Phase 3: Specifying the Distribution Tasks
192(2)
Phase 4: Developing Possible Alternative Channel Structures
194(4)
Number of Levels
194(2)
Intensity at the Various Levels
196(1)
Types of Intermediaries
197(1)
Number of Possible Channel Structure Alternatives
197(1)
Phase 5: Evaluating the Variables Affecting Channel Structure
198(8)
Market Variables
198(3)
Product Variables
201(2)
Company Variables
203(1)
Intermediary Variables
204(1)
Environmental Variables
205(1)
Behavioral Variables
205(1)
Phase 6: Choosing the "Best" Channel Structure
206(10)
"Characteristics of Goods and Parallel Systems" Approach
206(2)
Financial Approach
208(1)
Transaction Cost Analysis Approach
209(2)
Management Science Approaches
211(2)
Judgmental-Heuristic Approaches
213(3)
Summary
216(2)
Review Questions
218(1)
Issues for Discussion
218(4)
chapter 7 Selecting the Channel Members
222(24)
Learning Objectives
222(1)
Focus on Channels
223(1)
Channel Member Selection and Channel Design
224(1)
The Selection Process
225(1)
Finding Prospective Channel Members
225(6)
Field Sales Organization
225(1)
Trade Sources
226(1)
Reseller Inquiries
226(2)
Customers
228(1)
Advertising
228(1)
Trade Shows
228(1)
Other Sources
229(2)
Applying Selection Criteria
231(5)
Generalized Lists of Criteria
231(4)
Using Lists of Selection Criteria
235(1)
Securing the Channel Members
236(5)
Specific Inducements for Securing Channel Members
236(5)
Summary
241(1)
Review Questions
242(1)
Issues for Discussion
242(4)
chapter 8 Target Markets and Channel Design Strategy
246(23)
Learning Objectives
246(1)
Focus on Channels
247(1)
A Framework for Market Analysis
248(1)
Market Geography and Channel Design Strategy
249(3)
Locating Markets
249(3)
Market Size and Channel Design Strategy
252(2)
Market Density and Channel Design Strategy
254(2)
Market Behavior and Channel Design Strategy
256(7)
When the Market Buys
256(1)
Where the Market Buys
257(2)
How the Market Buys
259(2)
Who Buys
261(2)
Summary
263(1)
Review Questions
264(1)
Issues for Discussion
264(5)
part 3 Managing the Marketing Channel269(164)
chapter 9 Motivating the Channel Members
270(34)
Learning Objectives
270(1)
Focus on Channels
271(2)
Finding Out the Needs and Problems of Channel Members
273(7)
Approaches for Learning about Channel Member Needs and Problems
274(6)
Offering Support to Channel Members
280(16)
Cooperative Arrangements
281(3)
Partnerships and Strategic Alliances
284(7)
Distribution Programming
291(5)
Providing Leadership to Motivate Channel Members
296(2)
Summary
298(2)
Review Questions
300(1)
Issues for Discussion
300(4)
chapter 10 Product Issues in Channel Management
304(28)
Learning Objectives,
304(1)
Focus on Channels
305(2)
New Product Planning and Channel Management
307(6)
Encouraging Channel Member Input into Product Planning
307(1)
Fostering Channel Member Acceptance of New in Products
308(3)
Fitting the New Product into Channel Member Assortments
311(1)
Educating Channel Members about New Products
311(1)
Making Sure New Products Are Trouble Free
312(1)
The Product Life Cycle and Channel Management
313(6)
The Introductory Stage and Channel Management
315(1)
The Growth Stage and Channel Management
315(2)
The Maturity Stage and Channel Management
317(1)
The Decline Stage and Channel Management
318(1)
Strategic Product Management and Channel Management
319(5)
Product Differentiation and Channel Management
320(1)
Product Positioning and Channel Management
321(1)
Product line Expansion/Contraction and Channel Management
322(2)
Trading Down, Trading Up, and Channel Management
324(3)
Product Brand Strategy and Channel Management
325(1)
Product Service Strategy and Channel Management
326(1)
Summary
327(1)
Review Questions
328(1)
Issues for Discussion
329(3)
chapter 11 Pricing Issues in Channel Management
332(24)
Learning Objectives
332(1)
Focus on Channels
333(1)
Anatomy of Channel Pricing Structure
334(4)
Guidelines for Developing Effective Channel Pricing Strategies
338(6)
Profit Margins
339(2)
Different Classes of Resellers
341(1)
Rival Brands
341(1)
Special Arrangements
342(1)
Conventional Norms in Margins
342(1)
Margin Variation on Models
343(1)
Price Points
343(1)
Product Variations
344(1)
Other Issues in Channel Pricing
344(7)
Exercising Control in Channel Pricing
344(2)
Changing Price Policies
346(1)
Passing Price Increases through the Channel
347(1)
Using Price Incentives in the Channel
348(1)
Dealing with the Gray Market and Free Riding
349(2)
Summary
351(1)
Review Questions
352(1)
Issues for Discussion
353(3)
chapter 12 Promoting through the Marketing Channel
356(28)
Learning Objectives
356(1)
Focus on Channels
357(3)
Promotional Strategies and Channel Member Cooperation
360(3)
Basic Push Promotional Strategies in Marketing Channels
363(12)
Cooperative Advertising
364(1)
Promotional Allowances
365(3)
Slotting Fees
368(1)
Displays and Selling Aids
369(2)
In-store Promotions
371(1)
Contests and Incentives
372(1)
Special Promotional Deals and Merchandising Campaigns
372(3)
"Kinder and Gentler" Push Promotion Strategies in Marketing Channels
375(4)
Training Programs
376(1)
Quota Specification
377(1)
Missionary Selling
377(1)
Trade Shows
378(1)
Summary
379(1)
Review Questions
380(1)
Issues for Discussion
381(3)
chapter 13 Logistics and Channel Management
384(28)
Learning and Channel Management
384(1)
Focus on Channels
385(1)
The Role of Logistics
386(2)
Logistics Systems, Costs, and Components
388(6)
Transportation
389(2)
Materials Handling
391(1)
Order Processing
391(1)
Inventory Control
392(1)
Warehousing
393(1)
Packaging
394(1)
The Output of the Logistics System: Customer Service
394(3)
Four Key Areas of Interface between Logistics and Channel Management
397(10)
Defining Logistics Service Standards
398(4)
Evaluating the Logistics Program
402(1)
Selling the Channel Members on the Logistics Program
403(3)
Monitoring the Logistics System
406(1)
Summary
407(1)
Review Questions
408(1)
Issues for Discussion
409(3)
chapter 14 Evaluating Channel Member Performance
412(21)
Learning Objectives
412(1)
Focus on Channels
413(1)
Factors Affecting Scope and Frequency of Evaluations
414(1)
Degree of Control
414(1)
Importance of Channel Members
414(1)
Nature of the Product
415(1)
Number of Channel Members
415(1)
Performance Evaluation versus Day-to-Day Monitoring
415(1)
Channel Member Performance Audit
416(14)
Developing Criteria
416(8)
Applying Performance Criteria
424(5)
Recommending Corrective Actions
429(1)
Summary
430(1)
Review Questions
430(1)
Issues for Discussion
431(2)
part 4 Additional Perspectives on Marketing Channels433
chapter 15 Electronic Marketing Channels
434(28)
Learning Objectives
434(1)
Focus on Channels
435(1)
Electronic Marketing Channels Defined
436(1)
Structure of Electronic Marketing Channels
437(5)
Disintermediation versus Reintermediation
437(4)
Information Flow versus the Product Flow
441(1)
Virtual Channel versus the Product Flow
441(1)
Virtual Channel Structure versus Conventional Channel Structure
441(1)
Developments and Trends in Electronic Marketing Channels
442(6)
Profile of Online Shoppers
446(1)
The Future of Online Shopping
447(1)
Advantages and Disadvantages of Electronic Marketing Channels
448(7)
Advantages of Electronic Marketing Channels
449(2)
Disadvantages of Electronic Marketing Channels
451(4)
Implications for Marketing Channel Strategy and Management
455(2)
Objectives and Strategies of the Firm and Electronic Marketing Channels
455(1)
Role of Electronic Marketing Channels in the Marketing Mix
455(1)
Channel Design and Electronic Marketing Channels
456(1)
Channel Member Selection and Electronic Marketing Channels
456(1)
Channel Management and Electronic Marketing Channels
457(1)
Evaluation Management and Electronic Marketing Channels
457(1)
Summary
457(2)
Review Questions
459(1)
Issues for Discussion
459(3)
chapter 16 Direct Selling and Direct Marketing Channel Systems
462(26)
Learning Objectives
462(1)
Focus on Channels
463(1)
Direct Selling Channels
464(11)
Structure and Trends in a Direct Selling
454(15)
Rationale for Designing a Direct Selling Channel
469(6)
Direct Marketing Channels
475(8)
Structure and Trends in Direct Marketing
476(4)
Rationale for Designing a Direct Marketing Channel
480(3)
Summary
483(2)
Review Questions
485(1)
Issues for Discussion
485(3)
chapter 17 Marketing Channels for Services
488(18)
Learning Objectives
488(1)
Focus on Channels
489(1)
Special Characteristics of Services
490(2)
Intangibility of Services
490(1)
Inseparability of Services
491(1)
Difficulty of Standardization
491(1)
Customer Involvement in Services
491(1)
Perishability of Services
492(1)
Implications of Service Characteristics for Channel Management
492(5)
Intangibility and Channel Management
492(2)
Inseparability and Channel Management
494(1)
Difficulty of Standardization and Channel Management
495(1)
Customer involvement and Channel Management
496(1)
Perishability of Services and Channel Management
497(1)
Additional Perspectives on Marketing Channels for Services
497(5)
Shorter Channels
497(2)
Franchised Channels
499(1)
Customization of Services
500(1)
Channel Flows
501(1)
Summary
502(1)
Review Questions
502(1)
Issues for Discussion
503(3)
chapter 18 International Channel Perspectives
506
Learning Objectives
506(1)
Focus on Channels
507(1)
Environment of International Channel Control
508(4)
Economic Factors and International Channels
509(1)
Competitive Environment and International Channels
509(1)
Sociocultural Environment and International Channels
510(1)
Technological Environment and International Channels
511(1)
Legal/Political Environment and International Channels
511(1)
Behavioral Processes in International Channels
512(1)
Designing International Channels
513(5)
Indirect Exporting
514(1)
Direct Exporting
515(2)
Choosing the Appropriate Structure
517(1)
Motivating International Channel Members
518(6)
Finding Out Needs and Problems of Foreign Channel Members
519(2)
Supporting Foreign Channel Members
521(1)
Leading Foreign Marketing Channels
522(2)
Summary
524(1)
Review Questions
525(1)
Issues for Discussion
526
part 5 Cases59(557)
Case 1: Saturn Motor Corporation
531(2)
Case 2: Clark's Flower Shops
533(3)
Case 3: Precision Electronics Corporation
536(3)
Case 4: Plattsburgh Motor Service
539(3)
Case 5: NTT DoCoMo
542(3)
Case 6: Hassler & Howard Inc.: Manufacturers' Representatives
545(4)
Case 7: Barnes and Noble College Bookstores
549(3)
Case 8: Levi Strauss & Co.
552(4)
Case 9: Snap-On Tools Corporation
556(4)
Case 10: Star Chemical Company
560(2)
Case 11: The Oliver Corporation
562(2)
Case 12: Innovative Toys Inc.
564(6)
Case 13: American Olean Tile Company
570(3)
Case 14: ALDI
573(4)
Case 15: Dunkin' Donuts Inc.
577(3)
Case 16: Hyde-Phillip Chemical Company
580(3)
Case 17: Ben & Jerry's Homemade, Inc.
583(4)
Case 18: Bristol-Myers Squibb
587(7)
Case 19: General Electric Company
594(2)
Case 20: Libbey-Owens-Ford Company
596(3)
Case 21: Koehring Company
599(5)
Case 22: Simpson Timber
604(4)
Case 23: Apple Computor Corp.
608(2)
Case 24: Regis Corporation
610(4)
Case 25: Avon Products Inc.
614(2)
Appendix616(25)
Index641
Bert Rosenbloom is Professor of Marketing and holds the Rauth Chair in Electronic Commerce at Drexel University.

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