文档介绍：Chapter 12 Promotion Through the Marketing Channel
Chapter 12
Promotion Through the
Marketing Channel
Channel Member Support
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Objective 1:
Why is channel member support one of the major tools of the manufacturer’s promotional mix?
Most products and services are not sold
directly
to final customers3>.
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Pull Strategy
Pull Strategy &
Push Strategy
Objective 2:
Push Strategy
Manufacturer builds strong
consumer demand for a
product to force members
to automatically promote
the manufacturer’s product
because it is in their obvious
self-interest to do so.
Manufacturer develops mutual effort & cooperation in the development & implementation of
promotional strategies by working directly with members to develop strong & viable promotional support.
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Promotional Strategies
Objective 3:
Pull Strategy
Manufacturer
Channel members
Final users
(consumer or industrial)
Final users
(consumer or industrial)
Channel members
Manufacturer
Push Strategy
1*
2
3
*Numbers indicate sequence
of flows
?? Sequence of flows is
simultaneous
??
Promotion flow
Negotiation flow
Product flow
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Promotion Through
Channel Members
Objective 4:
Stand a higher probability of being
favorably received by the channel members
Strategies that are part
of an overall
program of manufacturer
support of channel
member needs
Strategies that involve
channel members
&
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Push Promotion Research Findings
Objective 5:
All of the studies suggest that ad hoc,
quick-fix, and frequently offered
push promotions do not
foster high levels
of channel member support
on a consistent basis.
1.
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Push promotions should be viewed as part of strategic channel management rather than as mere tactical actions to elicit quick channel member responses to sell more products.
2.
Push Promotion Research Findings
Push Promotion Research Findings
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Given the wide range of factors that can affect channel me