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Managing Business Marketing Channels
Managing Business Marketing Channels
Learning objectives
The alternate paths to business market customers. The critical role that industrial distributors and manufactures representatives assume in business market channels. The central components of channel design Requirements for successful channel strategy.
Marketing channels 2
CHANNEL
The link between manufactures and customers . Accomplishes all the tasks necessary to effect a sale and deliver products to the customer. The tasks include making contact with potentialbuyer.negotiating,contracting, transfering the title, storage
Marketing channels 3
Marketing channels
The link between manufacturers and customers is the channel of distribution. Channel management centers on these questions: which channel tasks will be performed by the firm and which tasks, if any, will be performed by channel members?
Marketing channels
4. Control of the selling job is necessary to ensure proper implementation of the total product package and to guarantee a quick response to market conditions.
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Marketing channels
E-Channel Use
Level 1:
Information Platform.
Level 2: Transactional Platform. Level 3: Platform for Managing Customer Relations.
Marketing channels
Marketing channels
Channel design is the dynamic process of developing new channels where none existed and modifying existing channels. Channel design is an active rather than a passive task.
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Frequently, the manager has little flexibility in the selection of channel structures because of trade, competitive, company, and environmental factors. The decision on channel design may be imposed on the manager.
Factors Limiting Choice of Industrial Channel 1. Availability of Good Intermediaries 2 Traditional Channel Patterns 3. Product Characteristics 4.Company Financial Resources 5.Competitive Strategies 6.Geographic Dispersion of Customers
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Evaluating Alternative Channels Takes into account all the elements of the channel design process as well as important customer requirements. Approach is to create an ideal channel system that fully addresses customer needs.
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Channel Administration
Channel participants must be selected, and arrangements must be made to ensure that all obligations are assigned. Members must be motivated to perform the tasks necessary to achieve channel objectives. Conflict within the channel must be properly controlled. Performance must be controlled and Marketing channels 15 evaluated.
Marketing channels
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Thank you
Marketing channels
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