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Channel Management Decisions

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Sameer Mathur
Sameer Mathur

A presentation on decisions that are taken by a firm to manage the various channels it sells its products through.

Marketing
1 of 11
Channel Management Decisions
The 4-step model
• Service reputation • Number of years in business • Other lines carried • Growth and profit record Selecting channel members
Capability-building programs Taking care of intermediaries’ needs Constant communication Profitability Training and Motivating
• Evaluate performance • Treatment of lost and damaged goods • Sales quota attainment • Counsel, motivate, or terminate the underperformers Evaluating channel members
• It is the ability to alter channel members’ behavior. TYPES: Channel Power Coercive Reward Legitimate Expert Referent
With a change in product life cycle, and the changing nature of competitive markets, CHANNELS EVOLVE
• Review channel design and arrangements • Notice change in buying patterns • New competition • Stage of product in the life cycle Channel Modification Decisions
The Global Picture
While expanding into the global market: • Get close to the customers • Acquaint with local laws and customs • Choose channels wisely
Slide No. Reference 2 www.slideshare.net 3 www.jilbee.com 4 maximchik.by 5 www.mpull.com 7 www.pinterest.com 9 www.slideshare.net 10 www.australianexportforum.blogspot.co m References

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Channel Management Decisions

  • 3. • Service reputation • Number of years in business • Other lines carried • Growth and profit record Selecting channel members
  • 4. Capability-building programs Taking care of intermediaries’ needs Constant communication Profitability Training and Motivating
  • 5. • Evaluate performance • Treatment of lost and damaged goods • Sales quota attainment • Counsel, motivate, or terminate the underperformers Evaluating channel members
  • 6. • It is the ability to alter channel members’ behavior. TYPES: Channel Power Coercive Reward Legitimate Expert Referent
  • 7. With a change in product life cycle, and the changing nature of competitive markets, CHANNELS EVOLVE
  • 8. • Review channel design and arrangements • Notice change in buying patterns • New competition • Stage of product in the life cycle Channel Modification Decisions
  • 10. While expanding into the global market: • Get close to the customers • Acquaint with local laws and customs • Choose channels wisely
  • 11. Slide No. Reference 2 www.slideshare.net 3 www.jilbee.com 4 maximchik.by 5 www.mpull.com 7 www.pinterest.com 9 www.slideshare.net 10 www.australianexportforum.blogspot.co m References