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Marketing Channels Module

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Marketing Channels Module

Marketing Channels Module

    Professor Adel I. El-Ansary

    April 24 May 5, 2006

    ________________________________________________________________________

    Required Text: th edition. Prentice-Coughlan; Anderson; Stern and El-Ansary. Marketing Channels, 7Hall, 2006.

Conceptual Frameworks:

    Click on: http://home.comcast.net/~imas-inc/ to reach www.marketingchannels.com

     thMarketing Channels, 7 Edition. Prentice-Hall, 2006.

    Anne T. Coughlan, Erin Anderson, Louis W. Stern, Adel I. El-Ansary

PART ONE: INTRODUCTION

    1. Marketing Channels: Structure, Functions, and a Framework for Analysis

    PART TWO: CHANNEL DESIGN: DEMAND, SUPPLY, AND CHANNEL

    EFFICIENCY

    2. Segmentation for Marketing Channel Design: Service Outputs 3. Supply-Side Channel Analysis: Channel Flows and Efficiency Analysis

    4. Supply-Side Channel Analysis: Channel Structure and Intensity 5. Gap Analysis

    PART THREE: CHANNEL IMPLEMENTATION 6. Channel Power: Getting It, Using It, Keeping It 7. Managing Conflict to Increase Channel Coordination 8. Strategic Alliances in Distribution

    9. Vertical Integration in Distribution

    10. Legal Constraints on Marketing Channel Policies PART FOUR: CHANNEL INSTITUTIONS 11. Retailing

    12. Wholesaling

    13. Franchising

    14. Supply Chain Management

Reading Period starts on March 28 in preparation for lectures/discussions by

    Professor El-Ansary per the following course schedule

     Page 1 of 4

Date Time__ Lecture/Discussion Topic Chapters ____________________

    C 24 Classroom Location

    24/4 9-12 Channel Strategy 1 to 5 Marketing Channels AA

    25/4 9-12 Channel Structure -- Retailing 11&13 Marketing Channels AA

     --Wholesaling 12 Marketing Channels AA

     -- Logistics 14 Marketing Channels AA

26/4 9-12 Channel Management 6, 7 & 10 Marketing Channels AA

    28/4 9-12 Channel Governance 8 & 9 Marketing Channels AA

2/5 8- 10 Exam Case Venus USA Open Book Examination

    2/5 10-12 Guest Lecture

    Channel Relationships -- ICA Bank on Customer Relationship Management

    Programs.

The student must read the text in advance during the reading period beginning the start date of

    the course till 24/4. The chapters noted on the schedule are to be emphasized for the

    lecture/discussion on the dates noted.

Students can buy the text electronically on http://www.safarix.com (Price around $73). Here is the thURL for Marketing Channels, 7 edition, 2006

    http://www.safarix.com/?x=1&mode=section&sortKey=title&sortOrder=asc&view=section&xmlid=

    0131754335&k=0&g=&catid=safarix.bus.mktg&s=1&b=1&f=1&t=1&c=1&u=1&r=&o=1&n=1&d=1&

    p=1&a=0&page=1&j=books

Guidelines for case analysis and template follow. Read the case in advance. The exam will be

    structured around the guidelines for case analysis. For example, you may be asked to state the

    symptoms, states of nature and/or decisions that management has to make shortly!

     Page 2 of 4

School of Business, Economics and Law

Schedule for Wholesaling, Retailing and Logistics

    Spring Semester 2006

Day Time Room Subject Professor

28/3 10 - 12 C 23 Introduction OK

29/3 13 - 17 C 23 What is Retailing OK

     project planning

4/4 8 - 12 In store logistics* OK/MÖ/

    Owe Krook

    Visit to big supermarket in Lerum.

    Bus leaving from Handelshögskolan at 8.15 am

    Attendance is compulsory

5/4 13 - 15 C 24 E-commerce BN

11/4 10 - 12 C 23 Location MÖ

19/4 13 - 19 C 24 Project presentation* OK/MÖ

24/4 9 - 12 C 24 Channel Strategy* AA

25/4 9 - 12 C 24 Channel Structure* AA

26/4 9 - 12 C 24 Channel Management* AA

28/4 9 - 12 C 24 Channel Governance* AA

2/5 8 - 12 C 24 Exam submission and Guest lecture* AA

AA = Professor Adel El-Ansary, University of North Florida

BN = Bengt Nordén, HGU

MÖ = Martin Öberg, HGU

OK = Ove Krafft, HGU

* = attendance is compulsory

     Page 3 of 4

    Criteria for Evaluating Written Case Analyses

    Adel I. El-Ansary

    Donna L. Harper Professor of Marketing

    .

    ? Statement of the Problem (50%)

    1. Make sure you name the problem and describe it accurately.

    2. Name of the problem must reflect the general category it belongs to and

    its specific nature. An example would be Marketing Strategy as a broad

    category and Targeting as the specific problem.

    3. Make sure the description reflects the problem. For example, do not name

    targeting as a problem and then describe it as if it were differentiation or

    positioning!

    ? Framework (10%)

    1. Framework must reflect the nature of the problem(s) and highlight the

    problem(s).

    2. Make sure to clearly identify where does it start and give direction to

    where it is going and takes us to where it ends. Hopefully it leads us

    through solution routes leading to desirable outcomes.

    3. Framework must include case data. The variables and parameters of the

    framework must be highlighted using pertinent case data. ? Alternatives (20%)

    1. Name the alternative.

    2. Make sure that the alternatives are mutually exclusive.

    3. Make sure that each alternative deals with each of the problems stated.

    ? Criteria for Evaluating Alternatives (10%)

    1. Name criteria.

    2. Make sure it reflects an outcome such as customer satisfaction, customer

    loyalty (retention), profit margins, market share, business share, business

    growth, profitability, etc.

    3. Specify a weight for each criterion. If all are equal, let us know!

    4. Justify each criterion by describing how its relation to the problem(s).

    Hopefully, this will be obvious from looking at your framework! ? Recommendation & Implementation (10%)

    1. Recommend one of the alternatives.

    2. Justification of the recommendation must coincide with your evaluative

    criteria.

    3. Specify the steps required for the implementation of your recommendation.

    4. Specify the time line for implementation of each step.

     Page 4 of 4

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