Channel Management Decisions

The 4-step model

• Service reputation• Number of years in business• Other lines carried• Growth and profit record

Selecting channel members

Capability-building programs Taking care of intermediaries’ needs Constant communication Profitability

Training and Motivating

• Evaluate performance• Treatment of lost and damaged goods• Sales quota attainment• Counsel, motivate, or terminate the

underperformers

Evaluating channel members

• It is the ability to alter channel members’ behavior.

TYPES:

Channel Power

Coercive Reward Legitimate

Expert Referent

With a change in product life cycle, and the changing nature of competitive markets, CHANNELS EVOLVE

• Review channel design and arrangements• Notice change in buying patterns• New competition• Stage of product in the life cycle

Channel Modification Decisions

The Global Picture

While expanding into the global market:

• Get close to the customers• Acquaint with local laws and customs• Choose channels wisely

Slide No. Reference

2 www.slideshare.net

3 www.jilbee.com

4 maximchik.by

5 www.mpull.com

7 www.pinterest.com

9 www.slideshare.net

10 www.australianexportforum.blogspot.com

References