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Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
The link between manufacturers and customers is the channel of distribution. Channel management centers on these questions: which channel tasks will be performed by the firm and which tasks, if any, will be performed by channel members?
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
4. Control of the selling job is necessary to ensure proper implementation of the total product package and to guarantee a quick response to market conditions.
Developed by Cool Pictures and MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
E-Channel Use
Level 1:
Information Platform.
Level 2: Transactional Platform. Level 3: Platform for Managing Customer Relations.
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Channel design is the dynamic process of developing new channels where none existed and modifying existing channels. Channel design is an active rather than a passive task.
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Frequently, the manager has little flexibility in the selection of channel structures because of trade, competitive, company, and environmental factors. The decision on channel design may be imposed on the manager.
Factors Limiting Choice of Industrial Channel 1. Availability of Good Intermediaries Traditional Channel Patterns 3. Product Characteristics 1. Company Financial Resources 2. Competitive Strategies 3. Geographic Dispersion of Customers
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Evaluating Alternative Channels Takes into account all the elements of the channel design process as well as important customer requirements. Approach is to create an ideal channel system that fully addresses customer needs.
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Channel Administration
Channel participants must be selected, and arrangements must be made to ensure that all obligations are assigned. Members must be motivated to perform the tasks necessary to achieve channel objectives. Conflict within the channel must be properly controlled. Performance must be controlled and evaluated.
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.