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P. 1
ch14 (1)

ch14 (1)

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Published by Shalini Majethia

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Published by: Shalini Majethia on Dec 24, 2012
Copyright:Attribution Non-commercial

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12/24/2012

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Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.Developed by Cool Pictures and MultiMedia Presentations
 
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.Developed by Cool Pictures and MultiMedia Presentations
 
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.Developed by Cool Pictures and MultiMedia Presentations
First
, the channel structure must be designed toaccomplish desired marketing objectives.Difficulty to selecting channel
 –
the alternatives are numerous
 –
marketing goals differ 
 –
the variety of business market segments oftenrequires that separate channels must be employedconcurrently.
Second
, once the channel structure has been specified,the business marketer must manage the channel toachieve prescribed goals.
Channel Component Dimensions
 
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.Developed by Cool Pictures and MultiMedia Presentations
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? 
 
ChannelAlternatives in theBusinessMarket

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