PRAYER

ATTENDANCE
 But, first!!!
Let’s have a review!
L e t 's T a lk About

Channels

Ma’am Carla Kristina M. Cruz, MBA

Channel Power
It occurs when a
member of one
channel believes
that another
channel is acting in
a way that
interferes with the
channels
projections or
goals.
 Types of Channel Power

Channel Channel Channel

Power due to Power due to
Power due
Economic Legitimate
Power Expertise Right
 Importance of
Channel Power
Understanding the
different types of
channel power
can help you
understand your
current position in
current business
relationships as
well as how to
avoid channel
conflicts.
Channel Conflict
It is when one
member of the
channel attempts to
guide and support
members of the other
channel. And the
channel member that
assumes this position
is called the
CHANNEL CAPTAIN.
 Types of Channel
Conflicts:

When a channel When one channe

member decides l member has de
to buy or sell dir mands that might
ect rather than g prevent a busines
o to the manufac s from meeting th
turer’s agents. eir goal.
 Types of Channel
Conflicts:

When a compan When a manufact

y feels that one urer engages in d
of the channels i ual distribution an
sn’t giving their d when different r
product the prop etailers carry the
er attention. same brands.
Principles of
Channel Management
 FIRST PRINCIPLE SECOND PRINCIPLE
Deal with channel conflict Build long term loyalty into
directly. collaborations.
THIRD PRINCIPLE FOURTH PRINCIPLE
Nurture brand equity. Systematically embed a culture
of flexibility.
 FIFTH PRINCIPLE
Put customers at the center.
 h a n
C iciesn e l
Po l
 Direct Policy
You sell your products
directly to the
customer and by means
of a simple strategy as
a single sales channel.
(own physical store or
online store)
 Indirect Policy

You distribute your

products through
several
intermediaries and
channels.
Intensive Policy
This is the most
wide ranging policy
as it includes a
larger number of
intermediaries and
channels.
Selective Policy

You only
distribute your
products to a
limited number
of channels.
Exclusive Policy
This involves you
granting the
distribution rights of
your products
exclusively to one
channel or outlet.
 s t r i b u t i o n
Di s f o r
Ch a n n e l
Ser v i c e
DIRECT SALES METHOD
It enables you to contact
customers and prospects,
without using an
intermediary.

VIRTUAL SERVICE
DISTRIBUTION
It is one of the newest examples
of distribution channels in
marketing done online.
AGENTS OR REFERRALS
These are people who works
on commissions off your
work.
Any Questions?
Thank You For

Listening