Professional Documents
Culture Documents
Channels Adding Value
Channels Adding Value
Channel Conflict
• Horizontal conflict occurs among firms at the same level of the channel.
For instance, some Ford dealers in Chicago might complain that other
dealers in the city steal sales from them by pricing too low or advertising
outside their assigned territories
Analyzing Setting
consumer channel
needs objectives
Identifying
major
Evaluation
channel
alternatives
Channel Design Decisions
Setting Channel Objectives
Intensive distribution
• Candy and toothpaste
Exclusive distribution
• Luxury automobiles and prestige clothing
Selective distribution
• Television and home appliance
Channel Management Decisions