Professional Documents
Culture Documents
Phase 1:
Recognize Need for Channel Design
Decision
Obvious examples pp. 200-201 in text
But many times the need to make channel
design decisions is not obvious
Channel Design Decision
Phase 2:
Set & Coordinate Distribution Objectives
Become familiar with objectives of firm
Set explicit distribution objectives
Check for congruency
Channel Design Decision
Phase 3:
Specifying Distribution Tasks
Don’t underestimate all of the “nuts
and bolts” necessary to make
products and services conveniently
available to customers
Channel Design Decision
Phase 4:
Develop Alternative Channel Structures
Number of levels
Intensity at various levels
Types of intermediaries
Channel Design Decision
Phase 5:
Evaluate Variables Affecting channel
Structure
Market variables
Product variables
Company variables
Intermediary variables
Environmental variables
Behavioral variables
Heuristics play an important role
Channel Design Decision
Phase 6:
Choosing the “Best” Channel Structure
Phase 7:
Select the Channel Members
Cooperative approach
Partnership approach
Distribution programming approach
Product Issues in
Channel Management
Vs.
Pull
versus Push
Promotional Strategy
Classic Push
Promotional Strategies
Cooperative advertising
Promotional allowances
Displays and selling aids
In-store promotions
Contests and incentives
Special promotional deals and merchandise
campaigns
“Kinder and Gentler” Push
Promotional Strategies
Training
Quotas
Missionary selling
Trade shows