Page 13 - Marketing Management

Managing Customer Expectations 373
Incorporating Self-Service Technologies PART 6 Delivering Value 414
(SSTs) 375
Managing Product-Support Services 375
Identifying and Satisfying Customer CHAPTER 15 Designing and Managing Integrated
Needs 376 Marketing Channels 414

MARKETING MEMO Assessing E-Service Marketing Channels and Value Networks 415
Quality 376 The Importance of Channels 416
Hybrid Channels and Multichannel
Postsale Service Strategy 377
Marketing 416
Summary 378
Value Networks 417
Applications 378
The Role of Marketing Channels 418
Channel Functions and Flows 418
Channel Levels 420
CHAPTER 14 Developing Pricing Strategies and Service Sector Channels 421
Programs 382 Channel-Design Decisions 422
Analyzing Customer Needs and Wants 422
Understanding Pricing 383 Establishing Objectives and
A Changing Pricing Environment 384
Constraints 423
MARKETING INSIGHT Giving It All Identifying Major Channel Alternatives 424
Away 384 Evaluating Major Channel Alternatives 426
How Companies Price 386 Channel-Management Decisions 427
Consumer Psychology and Selecting Channel Members 427
Pricing 386 Training and Motivating Channel
Members 428
Setting the Price 389
Step 1: Selecting the Pricing Evaluating Channel Members 429
Objective 389 Modifying Channel Design and
Step 2: Determining Demand 390 Arrangements 429
Step 3: Estimating Costs 392 Channel Modification Decisions 429
Step 4: Analyzing Competitors’ Costs, Prices, Global Channel Considerations 430
and Offers 395 Channel Integration and Systems 431
Step 5: Selecting a Pricing Vertical Marketing Systems 431
Method 395 MARKETING INSIGHT Channel Stewards
Step 6: Selecting the Final Price 402 Take Charge 432
MARKETING INSIGHT Stealth Price Horizontal Marketing Systems 433
Increases 403
Integrating Multichannel Marketing
Adapting the Price 403 Systems 433
Geographical Pricing (Cash, Countertrade, Conflict, Cooperation, and Competition 435
Barter) 404 Types of Conflict and Competition 435
Price Discounts and Allowances 404 Causes of Channel Conflict 436
Promotional Pricing 405 Managing Channel Conflict 436
Differentiated Pricing 406 Dilution and Cannibalization 438
Initiating and Responding to Price Legal and Ethical Issues in Channel
Relations 438
Changes 407
Initiating Price Cuts 407 E-Commerce Marketing Practices 438
Initiating Price Increases 408 Pure-Click Companies 439
Responding to Competitors’ Price Brick-and-Click Companies 440
Changes 409 M-Commerce Marketing Practices 441
Summary 410 Summary 442
Applications 410 Applications 442

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