09-10-2012, 04:16 PM
Designing and Managing Integrated Marketing Channels
Designing and Managing Integrated .pptx (Size: 185.57 KB / Downloads: 28)
What is Marketing Channels ?
Most producers do not sell their goods directly to the final users between them stands a set of intermediaries performing a variety of functions . These intermediaries constitute Marketing Channel
What is Channel design Decisions
Designing a marketing channel system requires analyzing :
1 Analyzing Customer desired service output levels:
Lot Size
Waiting And Delivery time
Spatial convenience
Product variety
Service backup
2 Establishing objectives and constraints
Number of intermediaries
Company must decide the number of intermediaries to use at each channel level
Three strategies are available:-
Exclusive distribution
Selective distribution
Intensive distribution
Terms and Responsibilities of Channel Members
Price policy
Conditions of sales
Distributors territorial rights
Mutual services and responsibilities
Decisions under channel managment
1.Selecting Channel members
2.Training and motivating channel members
Coercive powers
Reward power
Legitimate power
Expert power
Referent power