Product issues in channel management Week 9 Instructor: Jungwan Lee.

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Presentation transcript:

Product issues in channel management Week 9 Instructor: Jungwan Lee

Three major areas of product management New product planning and development The product life cycle Strategic product management

New product planning and channel management Encouraging channel member input into new product planning Fostering channel member acceptance of new products Fitting the new product into channel member assortments Educating channel members about new products

Product life cycle and channel management Introductory stage Ensure that a sufficient member of channel members are available for adequate market coverage. Growth stage Reinforce the adequacy of channel member coverage and monitor the effects of competitive products on channel member support Maturity stage Motivate channel members to mitigate competitive impacts and investigate possibility for changes in channel structure Decline stage Phase out marginal channel members and investigate impact of product deletion on channel members

Strategic product management and channel management Product differentiation Product positioning Product line extension/contraction Trading up/ trading down Product brand strategy Product service strategy

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