Marketing Channel systems: course layout. 2 I. Channel Strategy II. Channel Structure III. Channel Organization IV. Channel Management V. Channel Performance.

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Presentation transcript:

Marketing Channel systems: course layout

2 I. Channel Strategy II. Channel Structure III. Channel Organization IV. Channel Management V. Channel Performance 1.Extensive, selective or exclusive distribution 2.Push (sales forces) VS Pull (sales promotion) 3.Dual VS Multiple distribution

3 I. Channel Strategy II. Channel Structure III. Channel Organization IV. Channel Management V. Channel Performance 1.Number of levels in the channel/ Extent to intermediation/ Institutions 2.Number of locations in a market 3.Functional allocation Functions: Who does what? Redundancy?Functions: Who does what? Redundancy? FlowsFlows 4.Integration Vs Spin-off 5.Size of intermediaries

4 I. Channel Strategy II. Channel Structure III. Channel Organization IV. Channel Management V. Channel Performance 1.Legal structure 2.Ownership 3.Format: franchising, cooperative, programmed merchandising

5 I. Channel Strategy II. Channel Structure III. Channel Organization IV. Channel Management V. Channel Performance 1.Who leads the channel? 2.Where do they get the authority or power to lead? 3.How much conflicts/cooperation?

6 I. Channel Strategy II. Channel Structure III. Channel Organization IV. Channel Management V. Channel Performance 1.Effectiveness: the ability to reach the market 2.Efficiency: performance of the channel (matrix of performance) 3.Equity