Marketing Channels Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
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May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
Marketing Channels A Management View EIGHTH EDITION BERT ROSENBLOOM Drexel University Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
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Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Marketing Channels: A Management © 2013, 2004 South-Western, Cengage Learning View, Eighth Edition ALL RIGHTS RESERVED. No part of this work covered by the copyright Bert Rosenbloom herein may be reproduced, transmitted, stored, or used in any form or by Vice President of Editorial, Business: any means graphic, electronic, or mechanical, including but not limited Jack W. Calhoun to photocopying, recording, scanning, digitizing, taping, Web distribution, information networks, or information storage and retrieval systems, Editor-in-Chief: Melissa Acuña except as permitted under Section 107 or 108 of the 1976 United States Executive Editor: Michael Roche Copyright Act, without the prior written permission of the publisher.
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To Pearl, Jack, Robyn, Staci, Jacob, and Anya Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
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Brief Contents Preface xviii About the Author xxiii PART 1 Marketing Channel Systems 1 CHAPTER 1 Marketing Channel Concepts 3 CHAPTER 2 The Channel Participants 32 CHAPTER 3 The Environment of Marketing Channels 73 CHAPTER 4 Behavioral Processes in Marketing Channels 110 PART 2 Developing the Marketing Channel 147 CHAPTER 5 Strategy in Marketing Channels 149 CHAPTER 6 Designing Marketing Channels 178 CHAPTER 7 Selecting the Channel Members 213 CHAPTER 8 Target Markets and Channel Design Strategy 234 PART 3 Managing the Marketing Channel 255 CHAPTER 9 Motivating the Channel Members 257 CHAPTER 10 Product Issues in Channel Management 290 CHAPTER 11 Pricing Issues in Channel Management 317 CHAPTER 12 Promotion through the Marketing Channel 340 CHAPTER 13 Logistics and Channel Management 365 CHAPTER 14 Evaluating Channel Member Performance 393 PART 4 Additional Perspectives on Marketing Channels 415 CHAPTER 15 Electronic Marketing Channels 417 CHAPTER 16 Franchise Marketing Channels 445 CHAPTER 17 Marketing Channels for Services 484 CHAPTER 18 International Channel Perspectives 500 PART 5 Cases 523 Name Index 644 Subject Index 656 vii Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. xviii About the Author. xxiii PART 1 Marketing Channel Systems CHAPTER 1 Marketing Channel Concepts.
3 Learning Objectives 3 Focus on Channels 4 The Multi-Channel Challenge 6 An Optimal Multi-Channel Mix 7 Multi-Channel Synergies 8 Avoiding Multi-Channel Conflict 9 Sustainable Competitive Advantage and Multi-Channel Strategy 9 The Marketing Channel Defined 10 Use of the Term Channel Manager 11 Marketing Channels and Marketing Management Strategy 12 Channel Strategy versus Logistics Management 15 Flows in Marketing Channels 16 Distribution through Intermediaries 19 Specialization and Division of Labor 19 Contactual Efficiency 20 Channel Structure 22 Ancillary Structure 26 Summary 27 Review Questions 28 Channel Issues for Discussion 29 References 30 CHAPTER 2 The Channel Participants. 32 Learning Objectives 32 Focus on Channels 33 An Overview of the Channel Participants 34 Producers and Manufacturers 34 Intermediaries 38 Wholesale Intermediaries 38 Retail Intermediaries 50 Retailers’ Growing Power in Marketing Channels 62 Distribution Tasks Performed by Retailers 64 Facilitating Agencies 66 Summary 67 viii Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Contents ix Review Questions 68 Channel Issues for Discussion 69 References 70 CHAPTER 3 The Environment of Marketing Channels.
73 Learning Objectives 73 Focus on Channels 74 The Marketing Channel and the Environment 75 The Economic Environment 77 Recession 77 Inflation 78 Deflation 80 Other Economic Issues 80 The Competitive Environment 81 Types of Competition 82 Competitive Structure and Channel Management 84 The Sociocultural Environment 85 Other Sociocultural Forces 87 The Technological Environment 90 Electronic Data Interchange 90 Scanners, Computerized Inventory Management, and Handheld Computers 91 The Digital Revolution and Smartphones 92 RFID 93 Cloud Computing 94 The Legal Environment 94 Legislation Affecting Marketing Channels 95 Legal Issues in Channel Management 96 Summary 103 Review Questions 104 Channel Issues for Discussion 105 References 106 CHAPTER 4 Behavioral Processes in Marketing Channels. 110 Learning Objectives 110 Focus on Channels 111 The Marketing Channel as a Social System 112 Conflict in the Marketing Channel 112 Conflict versus Competition 113 Causes of Channel Conflict 116 Managing Channel Conflict 120 Power in the Marketing Channel 125 Bases of Power for Channel Control 125 Using Power in the Marketing Channel 131 Role in the Marketing Channel 134 Communication Process in the Marketing Channel 136 Behavioral Problems in Channel Communications 136 Summary 139 Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. x Contents Review Questions 140 Channel Issues for Discussion 140 References 142 PART 2 Developing the Marketing Channel CHAPTER 5 Strategy in Marketing Channels.
149 Learning Objectives 149 Focus on Channels 150 Channel Strategy Defined 151 Marketing Channel Strategy and the Role of Distribution in Corporate Objectives and Strategy 153 Determining the Priority Given to Distribution 155 Marketing Channel Strategy and the Marketing Mix 157 Distribution Relevance to Target Market Demand 158 Competitive Parity in Other Marketing Mix Variables 159 Distribution Neglect and Competitive Vulnerability 160 Distribution and Synergy for the Channel 160 Channel Strategy and Designing Marketing Channels 161 Differential Advantage and Channel Design 162 Positioning the Channel to Gain Differential Advantage 162 Channel Strategy and the Selection of Channel Members 164 Channel Strategy and Managing the Marketing Channel 165 Closeness of Channel Relationships 166 Motivation of Channel Members 167 Use of the Marketing Mix in Channel Management 171 Channel Strategy and the Evaluation of Channel Member Performance 172 Summary 172 Review Questions 173 Channel Issues for Discussion 174 References 176 CHAPTER 6 Designing Marketing Channels. 178 Learning Objectives 178 Focus on Channels 179 What Is Channel Design? 180 Who Engages in Channel Design? 180 A Paradigm of the Channel Design Decision 181 Phase 1: Recognizing the Need for a Channel Design Decision 182 Phase 2: Setting and Coordinating Distribution Objectives 183 Becoming familiar with Objectives and Strategies 183 Setting Explicit Distribution Objectives 184 Checking for Congruency 184 Phase 3: Specifying the Distribution Tasks 186 Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.