Professional Documents
Culture Documents
Chap. 14. Evaluating Channel Member Performance
Chap. 14. Evaluating Channel Member Performance
Chap. 14. Evaluating Channel Member Performance
Distribution Management
Chap. 14. Evaluating Channel
Member Performance
Except
Channel
Channelmanager
manager Manufacturer
Manufacturer
can
candemand
demandaagreat
greatdeal
dealof
of can
canexert
exertlittle
littlecontrol
control
information
informationon
onmember
member over
overchannel
channelmembers
members
operations
operations
Importance of Channel Members
Evaluation of channel members is more
comprehensive for manufacturers who sell
all of their output through intermediaries
than for manufacturers who rely less on
intermediaries.
Why?
Because
Because the
the firm’s
firm’s success
success inin the
the market
market isis
directly
directly dependent
dependent on on the
the channel
channel members’
members’
performance
performance
Nature of the Product
And
Channel
Channel member
member Channel
Channel member
member
evaluation
evaluation may
may evaluation
evaluation isis
be
be cursory
cursory comprehensive
comprehensive
Evaluation versus Monitoring
Performance Day-to-Day
Evaluation Monitoring
3. Salesperson interest
in manufacturer’s products
Attitudes of Channel Members
Attitudes
Not usually evaluated unless
sales performance
is unsatisfactory
Should be evaluated
independently of sales data
Competition
2.
Competition from
other product lines
carried by the
manufacturer’s own
channel members
General Growth Prospects
1. Past performance
2. Overall performance
3. Expansion or improvement of organization
4. Level of growth and qualification in personnel
5. Management, age, health, or succession
arrangements
6. Adaptability & overall capacity to meet market
expansions
7. Member’s estimates of its own medium- & long-range
outlooks
Applying Performance Criteria
Three Approaches
Operational performance
measures obtained
Managerial judgment used
to combine performance
measures
Qualitative judgment
made about
overall channel member
performance
Multiple Criteria Combined Formally
5 Steps:
1. Criteria & associated operational measures are
decided on
2. Weights assigned to each of the criteria
3. Each member evaluated is rated on each of the
criteria
4. Score on each criterion multiplied by weight for that
criterion
5. Weighted criterion ratings summed to yield overall
performance rating for each member
Recommending Corrective Actions
Channel manager should attempt to
find out why members have
performed poorly