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Designing and Managing Integrated Marketing Channels
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10-09-2012, 08:46 PM #1
seminar tips Super Moderator ******
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Designing and Managing Integrated Marketing Channels



[attachment=35817]

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

10-09-2012, 08:46 PM #2
seminar tips Super Moderator ******
Status: Offline Posts:7,554 Threads:3,942 Joined:Oct 2012 Reputation: 0
Designing and Managing Integrated Marketing Channels



[35817]

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




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