Download Channel Management: Marketing 04.07 by Patrick Forsyth PDF

By Patrick Forsyth

Quick tune path to potent channel administration

Covers key channel administration strategies, from finding out the combination and making sure buyer concentration tracking functionality and channel innovation

Examples and classes from benchmark businesses, together with Sharp and Sanwa and ideas from the neatest thinkers

contains a word list of key suggestions and a finished assets consultant

ExpressExec is a special enterprise source of 1 hundred books. those books current the easiest present considering and span the total variety of up to date enterprise perform. every one publication offers the most important techniques at the back of the topic and the options to enforce the information successfully, including classes from benchmark businesses and ideas from the world's smartest thinkers.

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Additional resources for Channel Management: Marketing 04.07

Sample text

Miss out on one and a very significant amount of the potential market is lost. This gives such organizations considerable power (see box), and delicate negotiations may be necessary to create a balance that gives a sound basis for doing business to both parties. In such a situation margins are constantly under pressure and yet there is a need to support the buyers in a way that enhances the business opportunities inherent in the chain concerned. g. quantity bought or when purchase is made; and some are retrospective); » any special packaging and packing; » delivery (maybe to multiple locations, labeling; credit terms (and beyond); » returns and damage arrangements; » advertising and promotional support; » merchandising materials; » training of customers’ staff; and » financing (including special credit terms).

Technology needs to be used creatively here, but also kept in check. Just because something is technically possible does not mean customers will like it; at the end of the day, if cleverness and clarity (and ease of use) are in competition, then think very carefully before voting for anything other than clarity. » Boosting performance long distance: another manifestation of information technology is e-learning (in all its forms). Many companies are using this as a major part of their overall development activity.

So, alternatives need be explored to see which channel or combination of channels best meets the firm’s objectives and constraints. However, the best choice of channel must take into account the degree to which the company can control, or at least influence, the distribution channel created. But first, it is important that any channel works from the point of view of customers. SERVICE TO CUSTOMERS Brands exist to create superior customer value and thus maximize profit opportunities. Channels have a similar role; they should provide not just a route along which products and services are made available, but should actively create availability in a way that provides customers with a satisfactory – indeed, for consumer goods, interesting, perhaps even exciting – way of obtaining what they want.

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