Marketing channel strategy : an omni-channel approach

Author(s)

Bibliographic Information

Marketing channel strategy : an omni-channel approach

Robert W. Palmatier ... [et al.]

Routledge, 2020

9th ed

  • : hbk

Available at  / 1 libraries

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Note

Other authors: Eugene Sivadas, Louis W. Stern, and Adel I. El-Ansary

Includes index

Contents of Works

  • The omni-channel ecosystem
  • Channel basics
  • Channel power
  • Channel relationships
  • Channel conflict
  • Retailing structures and strategies
  • Wholesaling structures and strategies
  • Franchising structures and strategies
  • Channels and international markets
  • End-user analysis : segmentation and targeting
  • Omni-channel strategy

Description and Table of Contents

Description

Marketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly. The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality. Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book. A full set of PowerPoint slides accompany this new edition, to support instructors.

Table of Contents

List of Tables, Figures, and Appendices Preface CHAPTER 1: The Omni-Channel Ecosystem Learning Objectives Introduction What Is a Marketing Channel? The Changing Channel Landscape Marketing Channel Actors Manufacturers: Upstream Channel Members Intermediaries: Middle Channel Members Wholesalers Retail Intermediaries Specialized Intermediaries End-Users: Downstream Channel Members Combinations of Channel Members Online Channels From a Multi-Channel to an Omni-Channel World Distinction Between Multi-Channel and Omni-Channel Marketing Strategies: Trends Driving the Shift Trend 1: Channel Participants Operate in a Connected World Trend 2: Cross-Channel Shopping Trend 3: Altered Shopping Norms Trend 4: Moving into Services Trend 5: Targeted Promotions and Customer Insights Channel Strategy Framework Take-Aways CHAPTER 2: Channel Basics Learning Objectives Introduction The Importance of Marketing Channel Strategies Why Do Marketing Channels Exist? Benefits for Downstream Channel Members Search Facilitation Sorting Benefits to Upstream Channel Members Routinization of Transactions Fewer Contacts The Key Functions Marketing Channels Perform Channel Functions Designing Channel Structures and Strategies Auditing Marketing Channels Auditing Channel Functions Using the Efficiency Template Evaluating Channels: The Equity Principle Evaluating Channels: Zero-Based Channel Concept Auditing Channels Using Gap Analysis Sources of Channel Gaps Service Gaps Cost Gaps Combining Channel Gaps Evaluating Channels: Gap Analysis Template Make-or-Buy Channel Analysis Auditing Omni-Channels Take-Aways CHAPTER 3: Channel Power Learning Objectives Introduction: The Nature of Marketing Channels Power Power as a Tool The Five Sources of Channel Power Reward Power Coercive Power Expert Power Legitimate Power Referent Power Dependence as the Mirror Image of Power Defining Dependence Measuring Dependence Utility and Scarcity Percentage of Sales or Profits Role Performance Balancing Power: A Net Dependence Perspective Imbalanced Dependence Strategies for Balancing Dependence Strategies for Tolerating Imbalanced Dependence Power-Based Influence Strategies Omni-Channels and Power Take-Aways CHAPTER 4: Channel Relationships Learning Objectives Introduction Why Do Relationships Matter in Marketing Channels? Upstream Motives for Building a Strong Channel Relationship Downstream Motives for Building a Strong Channel Relationship Building Channel Commitment Need for Expectations of Continuity Need for Reciprocation: Mutual Commitment Strategies for Building Commitment How Downstream Channel Members Commit How Upstream Channel Members Commit Building Channel Trust Need for Economic Satisfaction Strategies for Building Channel Partners' Trust Role of Noneconomic Factors Decision-Making Processes Overcoming Channel Distrust Preventing Perceptions of Unfairness The Channel Relationship Lifecycle The Five Stages of a Channel Relationship Managing the Stages Managing Troubled Relationships Relationship Portfolios Relationship Quality Multi-Channel Versus Omni-Channel Relationships Take-Aways CHAPTER 5: Channel Conflict Learning Objectives Introduction The Nature of Channel Conflict Types of Conflict Measuring Conflict Consequences of Conflict Functional Conflict: Improving Channel Performance Manifest Conflict: Reducing Channel Performance Major Sources of Conflicts in Channels Competing Goals Differing Perceptions of Reality Intrachannel Competition Omni-Channels Identifying Multi-Channel Conflicts Managing Multiple Channels Unwanted Channels: Gray Markets Mitigating the Effects of Conflict in Balanced Relationships Conflict Resolution Strategies Forestalling Conflict through Institutionalization Information-Intensive Mechanisms Third-Party Mechanisms Building Relational Norms Using Incentives to Resolve Conflicts Take-Aways CHAPTER 6: Retailing Structures and Strategies Learning Objectives The Nature of Retailing Classification of Retailers Supermarkets Warehouse Clubs Department Stores Specialty Stores Full Line Discount Stores Convenience and Drug Stores The Retail Landscape The Big Players Modern Shifts and Challenges Retail Positioning Strategies Cost-Side Positioning Strategies Demand-Side Positioning Strategies Bulk-Breaking Spatial Convenience Waiting and Delivery Time Product Variety Customer Service Retail Channels Internet Retail Channels & E-Commerce Direct Selling Channel Hybrid Retail Channels Retailer Power and Its Effects Effect on Forward Buying Effect on Slotting Allowance Effect on Failure Fees Effect on Private Branding Retailing Structures and Strategies Take-Aways CHAPTER 7: Wholesaling Structure and Strategies Learning Objectives Introduction What Is a Wholesaler? How Are Wholesalers Different from Distributors? The Wholesaler-Distributor Landscape Master Distributors Other Supply Chain Participants Wholesaling Strategies A Historical Perspective on Wholesaling Strategy Wholesaling Value-Added Strategies Alliance-Based Wholesaling Strategies Wholesaler-Led Initiatives Manufacturer-Led Initiatives Retailer-Sponsored Cooperatives Consolidation Strategies in Wholesaling Adapting to Trends in Wholesaling International Expansion Omni-Channels B2B Online Exchanges Online Reverse Auctions Fee for Services Vertical Integration of Manufacturing into Wholesaling Take-Aways CHAPTER 8: Franchising Structure and Strategies Learning Objectives Franchising Formats Product and Trade Name Franchising Business Format Franchising The Franchising Arrangement Benefits of Franchising To Franchisees Start-Up Package Ongoing Benefits Competitive Advantages of Franchising To Franchisors Financial and Managerial Capital for Growth Harnessing the Entrepreneurial Spirit Reasons Not to Franchise Franchising Strategies Franchising Contracting Strategies Payment Systems Leasing Termination Contract Consistency Contract Enforcement Self-Enforcing Agreements Company Store Strategies Market Differences Temporary Franchise and Company Outlets Plural Forms and Synergies Exploiting Franchises with Company Outlets Adapting to Challenges in Franchising Survival Trends Maintaining a Cooperative Atmosphere Managing Inherent Goal Conflict Multi-Unit Franchising Franchising and Omni-Channels Take-Aways CHAPTER 9: Channels and International Markets Learning Objectives Introduction Key Middlemen in International Business Export Management Companies Export Trading Companies Piggybacking International Retailing International Franchising International Distribution Challenges The Role of the Wholesaler Marketing to the Base of the Pyramid Defining the Market Ethical Considerations at the BOP Distribution to the BOP Omni-Channel and Global Marketing Take-Aways CHAPTER 10: End-User Analysis: Segmenting and Targeting Learning Objectives Introduction: Understanding the Importance of Channel Segmentation End-User Segmentation Criteria: Service Outputs Bulk Breaking Spatial Convenience Waiting or Delivery Time Product Variety and Assortment Customer Service Information Sharing Segmenting End-Users by Service Output Targeting End-User Segments Omni-Channels and End-User Segments Take-Aways CHAPTER 11: Omni-Channel Strategy Learning Objectives Introduction Key Challenges of the Omni-Channel Approach The Four Pillars of an Omni-Channel Strategy Harnessing Customer Knowledge Leveraging Technology Managing Channel Relationships Assessing Channel Performance Take-Aways Index

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