This document discusses various topics related to designing and managing integrated marketing channels, including: - Selecting appropriate channel members and training/motivating them. - The different types of power or influence companies have over channel members, such as coercive, reward, legitimate, expert, and referent power. - Evaluating channel member performance and making changes when needed, such as adding or dropping members or developing new ways to sell goods. - Considering expanding business globally by partnering with international intermediaries.

1. Designing and managing integrated
marketing channels
SHUBHAM VERMA
IIT GUWAHATI
What decisions do companies have to
face in managing their channels?

2. What if some othe outlets of mcdonalds , Shell oil
or Mercedes appeard dirty inefficient and
unpleasant
What if some of the outlets of
mcdonalds , Shell oil or Mercedes
appeared dirty inefficient and
unpleasant ?

3. Select the RIGHT channel members

4. Microsoft requires its third party service engineers to complete a set of
courses and take certification exams .
Pass students recognised as MICROSOFT CERTIFIED PROFESSIONALS and can
use this designation for their own business

5. Training and motivating channel members

6. Channel Power
Channel power is the ability to
alter channel members’ behaviour
So they take actions they would
not have taken otherwise

7. Different channel powers
• Coercive power – in case of relation
withdrawal
• Reward power – extra benefit
• Legitimate power – contract/SLA ‘s
• Expert power – manufacturer’s expert
knowledge
• Referent power – intermediaries’ reputation

8. Imagine what would happen to company’s reputation if
most of the distributors start leaving them?

9. Channel partnership
Trying to forge a long term partnership
with the distributors

10. What if, some of the intermediaries are not work
effectively ? Imagine how it would affect our
business.
What if, some of the intermediaries are not work effectively ?
Imagine how it would affect our business.

11. Evaluating channel
members

12. Would it work if a company uses the same 50 year
old strategy for their business ?
Would it work if a company uses the same
50 year old strategy for their business ?

13. Modifying channel design and arrangements
.
Adding or dropping new channel
members to develop a
completely new way to sell
goods

14. What are your thoughts on going global ?What are your
thoughts on going
GLOBAL ?

15. Joining hands
with
international
intermediaries
to expand the
business

16. "These slides were created by
Shubham Verma( IIT Guwahati ) as
part of an internship done under
the guidance of Prof. Sameer
Mathur
(www.IIMInternship.com)"