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Effective Working with Channel Members
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Objectives
What is channel and who are the channel members? Why companies use distribution channels and understand the
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What Channel is ?
Distribution (or place) is one of the four elements of marketing mix. mix. An organization or set of organizations Sign up to vote on this title (go-betweens) involved in the process of making a Useful Not useful product or service available for use or consumption by a consumer or business user.
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Chapter 10-13 Marketing
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Channel
The network made up of the company, suppliers, distributors, and ultimately Sign up to vote on this title useful customers who “partner” with each other to Useful Not improve the performance of the entire system
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Distribution channel
A number of alternate 'channels' of distribution may be available:Sign up to vote on this title
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Distribution channels may not be restricted
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Channel structure
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Nature & Importance of Marketing Channels
Number of Channel Levels
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Nature ImportancePerformed of Marketing Key Functions F&unctions Channels
Channel Members
Information Promotion Contact
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Channel Management Decisions Sign up to vote on this title
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Selecting Channel Members
Identify characteristics that distinguish th
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Managerial concerns: Effective use of channel members
Channel membership. Sign up to vote on this title
Channel motivation.
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Channel membership
Intensive distribution - Where the majority of
resellers stock the 'product' (with convenience Sign up to vote on this title products, for example, and particularly the brand Useful Not useful leaders in consumer goods markets) markets) price competition may be evident.
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Channel motivation. There are many devices for achieving such motivation. Perhaps the mostSignusual is up to vote on this title `incentive': Useful Not useful
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Channel Design Decisions
Step 1: Analyzing Consumer Nee Sign up to vote on this title
Cost and feasibility of meeting Useful Not useful nee must be considered cons idered
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Channel Design Decisions
Step 3: Identifying Major Alternatives
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Types of intermediaries
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Channel Design Decisions
Step 4: Evaluating Major Alternatives
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Channel Design Decisions
Designing International Distribut Channels Sign up to vote on this title Useful
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Global marketers usually adapt the
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Monitoring and Managing channels.
Organization's Organization's own sales and distribution activities need to be monitored and managed Sign up to vote on this title so will those of the distribution chain. Useful Not useful In practice, many organizations use a mix of
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Monitoring Channels/Channel Members
Once the Channel is in its place and started working, it needs to be monitored for effective Sign up to vote on this title working/ Optimum utilization. Useful Not useful Channel Monitoring Monitorin g Devices/T Devi ces/Techniques. echniques.