BERMAN02.PPT 28KB Jun 05 2011 09:30:17 PM

MARKETING CHANNELS
The Channel Environment
Berman Chapter 2
Version 3.0
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The Channel Environment
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A. Overview
B. The Final Consumer: Demographics
C. The Final Consumer : Life Styles
D. Channel Competition
E. The Economy
F. The Legal Environment

G. The Technological Environment
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A. Overview of the Channel
Environment
• Building scenarios
• Developing the Contingency Plan
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scenarios
contingency plan
contingency event
trigger point

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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
• Working women

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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
• VALS2 and other typologies

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D. Channel Competition
• Horizontal competition
• Intertype competition
– multiple channels, scrambled merchandising

• Vertical competition
– forward and backward integration

• Vertical Marketing Systems

– difference from conventional systems
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E. The Economy
• Measuring economic trends
– unemployment rates
– consumer confidence surveys
– derived demand

• Relative value of the dollar
– foreign exchange rates
– gray markets
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F. The Legal Environment
• Product related issues
• Price related issues
• Advertising 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
• Technical problem solving systems
• Video ordering systems
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