20MBA1O2 MARKATING MANAGEMENT

Channel Design Decisions and Channel Management

P R E S E N T E D B Y:
DELLA T JOHN
22/MBA/O43
 AGENDA
C H A N N EL D ES IG N D EC IS ION
• CHANNEL DESIGN
• PROCESS OF CHANNEL DESIGN
• CHANNEL DESIGN DECISION
• ELEMENTS OF CHANNEL DESIGN DECISION

C H A N N EL M A N AG EM EN T
• CHANNEL MANAGEMENT
• CHANNEL MANAGEMENT DECISION
• CHANNEL MEMBERS
Channel Design
C h a n n e l d e s i g n i n g re fe rs to t h e
p ro c e s s o f st rate g i ca l l y p l a n n i n g a n d
c re ati n g c h a n n e l s o f co m m u n i cati o n
a n d d i st r i b u ti o n fo r a p ro d u c t ,
s e r v i c e , o r i n fo r m ati o n .
The channel design decision
involves two major steps, that is:
1) Designing the Right Channel
2) Implementing that Design
 Process of Channel Design

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Channel Design Decision
C h a n n e l d e s i g n d e c i s i o n refe rs to t h e p ro c e s s o f m a k i n g
st rate g i c d e c i s i o n s re ga rd i n g t h e s e l e c ti o n ,
c o n fi g u rati o n , a n d m a n a ge m e nt o f d i st r i b u ti o n c h a n n e l s
to eff e c ti ve l y re a c h t h e ta rge t m a r ke t a n d a c h i e ve
m a r ke ti n g o b j e c ti ve s .
Elements of Channel Design
1 . S e l e c ti n g t h e C h a n n e l M e m b e rs
2 . I d e nti fi cati o n o f C h a n n e l Pa r t n e rs at Ea c h C h a n n e l
L e ve l
3 . Ty p e o f C h a n n e l M e m b e rs
 Channel Management
Channel management refers to the process of overseeing and
coordinating the activities of distribution channels to ensure effective and
efficient product delivery, customer satisfaction, and achievement of
marketing objectives.

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 Channel Management Decision
• Channel management decision refers to the process of making strategic
choices and decisions regarding the management, coordination, and
optimization of distribution channels to effectively reach the target
market and achieve desired business outcomes.

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 Channel Members
C h a n n e l m e m b e rs a re t h e i nte r m e d i a r i e s o r e nti ti e s i nvo l ve d i n
t h e d i st r i b u ti o n c h a n n e l t h at h e l p fa c i l i tate t h e m o ve m e nt o f
p ro d u c t s o r s e r v i c e s f ro m t h e p ro d u c e r to t h e e n d c o n s u m e r.
T h ey ca n i n c l u d e w h o l e s a l e rs , re ta i l e rs , d i st r i b u to rs , a ge nt s ,
b ro ke rs , o r e - co m m e rc e p l atf o r m s .

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 Steps Involved In Managing Channel Members:
• 1. Recruiting Channel Members
• 2. Selecting Channel Members
• 3. Training Channel Members
• 4. Motivating Channel Members
• 5. Evaluating Channel Members
• 6. Modifying Channel Arrangement
• 7. Managing Relationship in the Channel

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Thank You.