The document discusses channel management, detailing the steps involved in making channel decisions and addressing channel conflict and resolution. Key aspects include selecting, motivating, and evaluating channel members, along with managing potential conflicts both horizontally and vertically. Effective communication of goals and rewards is essential to minimize disputes among channel members.

1. CHANNEL
MANAGEMENT
Vijyata | Assistant Professor | Ranchi Women’s College
| Ranchi University

2. CONTENTS:
STEPS INVOLVED IN CHANNEL MANAGEMENT
DECISIONS
CHANNEL CONFLICT & RESOLUTION

3. 1.
Selecting
Channel
Members
2.
Motivating
Channel
Members
3.
Evaluating &
Controlling
Channel
Members

4. SELECTING CHANNEL MEMBERS
- Financial Health
- Location
- Other lines carried
- Growth and profit record
- Level of cooperation and Reputation

6. MOTIVATING CHANNEL MEMBERS
Positive Motivators
Higher margins
Special deals
Premiums
Co-operative
advertising allowances
Display allowances
 Sales contests
Negative Motivators
•Threatening to reduce
margins
•To slow down delivery
•To end the relationship
altogether

8. EVALUATING CHANNEL MEMBERS
SALES QUOTA
AVERAGE INVENTORY LEVEL
CUSTOMER DELIVERY TIME
TREATMENT OF DAMEGED & LOST GOODS
SERVICES TO THE CUSTOMER
COOPERATION TO COMPANY IN PROMOTION
EVALUATING
CHANNEL
MEMBERS
ON AGREED
TARGETS

9. CONTROLLING CHANNEL MEMBERS
Sometime in ambiguity in terms of commissions, roles ,territory etc can
cause conflict between the channel members .
Disagreement among marketing channel members on goals and roles -
who should do what and for what rewards results on channel conflict.
Channel conflict can be of two types :
1. Horizontal conflict ( between channel members of same level)
2. Vertical Conflict ( between channel members of the hierarchy)
It is necessary to keep clarity of goals , rewards and other
elements affecting channel behaviour in order to control
channel members

10. THANK
YOU…
Write to me at Vijyata.rwc@gmail.com or comment
in the comment box