Professional Documents
Culture Documents
Outline
Building Channels
Managing Channels Implementation Specific Topics
Global Challenges Legal Issues
Introduction
Building Channels
Managing Channels
Implementation
Specific Topics
Pricing (180)
Sec21.ppt
Strategic Considerations
Sec1-1.ppt
Delivering Value For marketing channels to succeed in a competitive marketplace, independent marketing organizations must combine their resources to pursue common goals.
Value Driven MarketingUnderstand the Value; Create/Configure the Value; Communicate the Value; Deliver Value.
10
1. Competition and Cooperation The basic assumption in Strategy is competition. Competitive behaviour sees organisations taking an adversarial role in all exchange situations
2. Monopolistic/Oligopolistic Market Behaviour The problem with building a defensive wall is that one loses the benefits of competition improved performance.
3. Co-operative Market Behaviour Co-operative behaviour is characterised by organisations exhibiting behaviour that focuses primarily on cooperation with market supporters (strategic relationship building to leverage collaborative efforts.
4. Syncretic Market Behaviour The attempt to achieve a dynamic balance between positives to be found in both competitive and cooperative strategies
Competition
Sec1-1.ppt 11
Cooperation
Marketing Channels Creating Customer Value via Channels of Distribution\ Customer Relationship Management Three types of channel relationships exist: Supplier Relationships. Customer Relationships. Lateral Relationships.
SIFTing
Marketing Channels
Sec2.ppt
Demand-Side Factors Facilitation of Search, Adjustment of Assortment Discrepancy, Routinisation of Transactions Reduction in Number of Contacts.
13
Channel Selection
Channel Access Formats
Sec3.1.ppt
Reducing Inventory
Sec4-1.ppt
Documentation
16
Inventory Management
Coverage versus Assortment Issues Regarding Distribution Intensity and Vertical Restraints Why Downstream Channel Members Dislike Intensive Distribution
Brand Strategy: Quality Positioning and Premium Pricing How Channel Members Drop Brands
Degree of Category Exclusivity
Channel Structure and Membership Issues 8 - Selection Criteria.doc The Impact Of Structural Decisions On Channel Coordination
Which Specific Intermediaries Should Be Used? How Many Channel Members Should There Be At A Given Level of the Channel?
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Screening
Credit Personality Business and Operational Criteria
Strategic Alliances: Their Nature and the Motives for Creating Them
Things that cause bad dealer relations Objectives In Dealer Relations Complaints About Dealers
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Push Strategies
Here are a few ways to give your new relationship a positive foundation.
Pull Strategies
Sales and Product (Value Offer) Training Motivating New Channel Members Motivational Concepts and Processes
Sec11.2.ppt
24
Bargaining for Influence with Channel Members Exclusive Dealing Saving Costs by Limiting the Number of Trading Partners Stimulating the Benefits of Selectivity While Maintaining Intensive Coverage
Sec13.ppt
Dependence Balancing Trading Territory Exclusivity for Category Exclusivity Reassurance Using Selectivity to Stabilize Fragile Relationships The Price of the Concession
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Channel Power
Power in Channel Implementation
Power Defined
Sources of Power
Measuring Dependence
Managing Conflict to Increase Channel Coordination Managing Conflict to Increase Channel Coordination
Sec16.ppt
Measuring Conflict
Collaboration
Fuelling Conflict
Information Exchange
29
Performance Measurement
Performance Measurement
Sec17.ppt
Financial Measures
30
Key Components of the Plan Implementing the Plan Structures for Implementation
Effective communication
Pricing Policies
Discounts Legal Issues
Sec19.ppt
Product Policies
Exclusive Dealing
32
Termination as Strategy
33
Pricing in Channels
Sec21.ppt
Segmented Pricing
34
Vertical Integration: Owning the Channel Make or Buy: A Critical Determinant of Company Competencies
35