Channel design and channel management decision
- 1. CLASS PRESENTATATION UNDER THE GUIDANCE OF MISS RITU BARANWAL SUBJECT MARKETTING MANAGEMENT
- 2. A distribution channel in marketing refers to the path or route through which goods and services travel to get from the place of production or manufacture to the final users. It has at its center transportation and logistical considerations.
- 3. Channel design refers to those decisions involving the development of new marketing channels where none had existed before or to the modification of existing channels
- 4. Channel decisions refer to the managerial decisions concerning the selection of the most suitable routes or paths for the distribution of goods from the producer to various consumers or users.
- 5. 1. Formulating channel objectives 2. Identifying channel functions 3. Linking design to product characterstics 4. Evaluation of distribution environment 5. Evaluation of competitors channnel design 6. Matching channel design to companys resources 7. Evaluating the alternatives and selecting the best
- 6. The term Channel Management is widely used in sales marketing. It is defined as a process where the company develops various marketing techniques as well as sales strategies to reach the widest possible customer base.
- 7. Channel-Management Decisions After a company has chosen a channel alternative, individual intermediaries must be selected, motivated & evaluated. A channel alternative is described by three elements: Types of intermediaries. Number of intermediaries. Terms & responsibilities of channel members
- 8. Intermediaries Channel design must take into account the strengths and weaknesses of different types of intermediaries. Channel design is also influenced by competitors channels. Channel design must adapt to the larger environment.