Gives basic essence of marketing channel system and value network.

1. WHAT IS
MARKETING
CHANNEL AND
VALUE NETWORK
?
CHAPTER : 14

2. MARKETING CHANNEL
A marketing
channel is a set
of
interdependent
organizations
participating in
the process of
making a product
or service
available for use.

3. DIFFERENT FORMS OF
INTERMEDIARIES
AGENTS: Search for customers, negotiates for
producer but do not take title to goods.
MERCHANTS: Buy, take title to and resell the
merchandise.
FACILITATORS: Assist in the distribution process.

5. is the particular set of
marketing channels a firm
employs

6. SIGNIFICANCE OF
CHANNELS
CON VERTS POTENTIAL
BUYERS INTO
PROFITABLE
CUSTOMERS
MAKE
MARKET

7. MULTICHANNEL
MARKETING
Is the scenario when a single firm
uses two or more marketing channel
to reach
what follows

8. i.e. customer segments

9. VALUE NETWORK
A system of partnerships and alliance
that a firm creates to source, augment
and deliver it’s offering.
Supplier’s Supplier Company it’s immediate customer
Supplier Final Dealer Customer

10. A company needs
to orchestrate
these parties in
order to deliver
superior value to
the Target Market

11. This surely shows how well
partnership needs to be maintained
Apple’s Developers keep
70 % of revenue
while
30 % goes to apple

13. DISCLAIMER
Created by
Khushi Sahu,
IIT BHU,during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMinternship.com