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MARKETING CHANNELS
The Channel Environment Berman Chapter 2
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The Channel Environment
• A. Overview
• B. The Final Consumer: Demographics • C. The Final Consumer : Life Styles
• D. Channel Competition • E. The Economy
• F. The Legal Environment
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A. Overview of the Channel
Environment
• Building scenarios
• Developing the Contingency Plan
– scenarios
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B. The Final Consumer:
Demographic Characteristics
• Population growth
– penetration, development, micromarketing
• Age distribution
• Income distribution
– money income, real income
• Number of households • Marital status
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C. Final Consumer
Consumer Life Styles
• Poverty of time
• Greening of America
– ecological life cycle of a product – life cycle costing
• Value orientation
– factory outlets, off-price chains, outlet malls, buying clubs, Internet marketing
• Blurring of gender roles • Component lifestyles
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D. Channel Competition
• Horizontal competition • Intertype competition
– multiple channels, scrambled merchandising
• Vertical competition
– forward and backward integration
• Vertical Marketing Systems
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E. The Economy
• Measuring economic trends
– unemployment rates
– consumer confidence surveys – derived demand
• Relative value of the dollar
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F. The Legal Environment
• Product related issues • Price related issues
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G. The Technological Environment
• Recording sales and monitoring inventory
– bar code scanners, point of sale terminals, electronic data interchange, quick response inventory management
• Computer based sales support
