1、Managing Business Marketing channels,Learning objectives,The alternate paths to business market customers. The critical role that industrial distributors and manufactures representatives assume in business market channels. The central components of channel design Requirements for successful channel
2、strategy.,2,Marketing channels,CHANNEL,The link between manufactures and customers . Accomplishes all the tasks necessary to effect a sale and deliver products to the customer. The tasks include making contact with potentialbuyer.negotiating,contracting, transfering the title, storage,3,Marketing ch
3、annels,First, the channel structure must be designed to accomplish desired marketing objectives.Difficulty to selecting channel the alternatives are numerous marketing goals differ the variety of business market segments often requires that separate channels must be employed concurrently. Second, on
4、ce the channel structure has been specified, the business marketer must manage the channel to achieve prescribed goals.,Channel Component Dimensions,4,Marketing channels,The link between manufacturers and customers is the channel of distribution. Channel management centers on these questions: which
5、channel tasks will be performed by the firm and which tasks, if any, will be performed by channel members?,Channel Alternatives in the Business Market,5,Marketing channels,1. The customers are large and well defined.,Direct Sales Approach is Viable When:,2. The customers insist on direct sales.,3. S
6、ales involve extensive negotiations.,4. Control of the selling job is necessary to ensure proper implementation of the total product package and to guarantee a quick response to market conditions.,6,Marketing channels,Indirect Distribution is Generally Found Where,Markets are fragmented and widely d
7、ispersed. Low transaction amounts prevail. Buyers typically purchase a number of items.,7,Marketing channels,E-Channel Use,Level 1: Information Platform. Level 2: Transactional Platform. Level 3:Platform for Managing Customer Relations.,8,Marketing channels,General-line distributors They stock and e
8、xtensive variety of products. Specialists Focus on one line or on a few related lines. Combination House Operates in two markets: industrial and consumer.,Three Primary Distributor Classifications,9,Marketing channels,Channel design is the dynamic process of developing new channels where none existe
9、d and modifying existing channels. Channel design is an active rather than a passive task.,The Channel Design Process,10,Marketing channels,Frequently, the manager has little flexibility in the selection of channel structures because of trade, competitive, company, and environmental factors. The dec
10、ision on channel design may be imposed on the manager.,Factors Limiting Choice of Industrial Channel,Availability of Good Intermediaries 2 Traditional Channel Patterns Product Characteristics 4.Company Financial Resources 5.Competitive Strategies 6.Geographic Dispersion of Customers,11,Marketing cha
11、nnels,Channel Alternatives Issues,1. The number of levels to be included in the channel. 2. The types of intermediaries to employ. 3. The number of channel intermediaries. 4. The number of channels to employ.,12,Marketing channels,Manufacturer-Rep Channel Used When:,The product is not standard but i
12、s closer to made-to-order. The product tends toward technical complexity. The gross margin is not large. A relatively few number of customers, concentrated geographically and concentrated in a few industries. Customers order relatively infrequently and allow fairly long lead times.,13,Marketing chan
13、nels,Evaluating Alternative Channels Takes into account all the elements of the channel design process as well as important customer requirements. Approach is to create an “ideal” channel system that fully addresses customer needs.,14,Marketing channels,Channel Administration,Channel participants mu
14、st be selected, and arrangements must be made to ensure that all obligations are assigned. Members must be motivated to perform the tasks necessary to achieve channel objectives. Conflict within the channel must be properly controlled. Performance must be controlled and evaluated.,15,Marketing chann
15、els,Motivating Channel Members,A PartnershipDealer Advisory CouncilsMargins and Commission,16,Marketing channels,International Market Three Distinct Channels,American-based export intermediaries. Foreign-based intermediaries. Company-managed and company-organized sales force.,17,Marketing channels,Thank you,18,Marketing channels,
