Presentation on theme: "4.00 Channel mgt, Selling promotion and Economic trends"— Presentation transcript:
14.00 Channel mgt, Selling promotion and Economic trends 4.01 Manage channel activities to minimize costs and to determine distribution strategies
2Explain the importance of coordinating channel management with other marketing activities. Channels are the paths products follow from the producers to the consumers (think distribution)Add value to the productManaging channelsCoordinating with each member of the channel (producers, wholesalers and retailers) to ensure the efficient flow of the productsSelecting the channel membersMotivating and monitoring performance
3Coordinating Cont.Coordinating the channels with other marketing activities:Channel members add value to the productsMembers can offer specific services to customersEase of placing an orderFaster deliveryRepair or installation servicesEtc.These functions offered by the members can and should be part of the product marketing plan
4Coordinating Cont.Channel members provide many of the marketing functions.As a result, the focus is less on the product.Wholesalers focus on distribution planning.Retailers focus on pricing decisions and promotional activities.Channel members must work cooperatively within the channel to respond to the needs and wants of the consumer.It saves time so that the consumer does not have to directly contact the producer.
5Identify ways that computers are helping to coordinate channel management with other marketing activities.Computers allow tracking of specific detailsOrder dateShipping information and dateDelivery dateChanges to ordersSupply chain management software (SCM)Used to collect and manage the information needed by each channel member.Data collected by the company can be processed and analyzed to improve channel performanceCompetitive advantages can be exploited (Wal-Mart)
6Describe aspects of channel management that should be coordinated with other marketing activities. Provide Marketing informationTalking with the customerPromote the productsNegotiate with customersProvide sales peopleHandle sales processReduce discrepancies and wasteHandle products quickly, safely and efficientlyFinancial risk takingLoans to the customers
7Explain procedures for coordinating channel management with other marketing activities. The dominant member(s) of the channel often control the channele.g. Wal-Mart determines product design, shipping dates and pricingSelecting what and how items will be promoted falls on the most powerful membersIt is all about the communication between the members and with the customersCommon goalsRequired performance
8Demonstrate procedures for coordinating channel management with other marketing activities. Set goals for the channel membersEnsure the goals support the common objective of selling the products at a profit for all membersMonitor performanceOffer incentivesPositiveNegativeSet up communication policies and procedures
9Define the terms horizontal conflict and vertical conflict. Problems that occur between channel members at the same level of the channel (wholesalers)Can cause a disruption in the flow of productsCan cause customer dissatisfactionVertical ConflictProblems that occur between channel members at the different level of the channel (wholesalers and retailers)Same kinds of problems as horizontal
10Describe the bases of power within a distribution channel Channel power, which refers to the influence one party within a channel has over other channel members. When power is exerted by a channel member they are often in the position to make demands of others. For instance, they may demand better financial terms (e.g., will only buy if prices are lowered, will only sell if price is higher) or demand other members perform certain tasks (e.g., do more marketing to customers, perform more product services). Channel power can be seen in several ways:
11Describe the bases of power within a distribution channel. ProducerControls the manufacturing and the supply of the productsWholesalersControls the mid-level distribution of productsBetween the producer and retailersRetailersControls the selling to the customerAgentsPuts buyers and sellers together but don’t own the product
12Describe the bases of power within a distribution channel Channel power can be seen in several ways:Backend or Product Power – Occurs when a product manufacturer or service provider markets a brand that has a high level of customer demand. The marketer of the brand is often in a power position since other channel members have little choice but to carry the brand or risk losing customersMiddle or Wholesale Power – Occurs when an intermediary, such as a wholesaler, services a large number of smaller retailers with products obtained from a large number of manufacturers. In this situation the wholesaler can exert power since the small retailers are often not in the position to purchase products cost-effectively and in as much variety as what is offered by the wholesaler.Front or Retailer Power – As the name suggests, the power in this situation rests with the retailer who can command major concessions from their suppliers. This type of power is most prevalent when the retailer commands a significant percentage of sales in the market they serve and others in the channel are dependent on the sales generated by the retailer.
13Describe the bases of power within a distribution channel Sources of powerReward power involves a channel member being able to positively reinforce another’s performance—Coca Cola may be able to give a price break or pay a fee for additional shelf space. A retailer that meets a certain goal— the sale of 50,000 cases per month—may receive a bonus.Coercive power involves the threat of a punishment. A large retailer, for example, may tell a small manufacturer that no further orders will be processed unless a price discount is offered.Expert power includes knowledge. Wal-Mart, for example, because of its heavy investment in information technology, can persuasively argue about likely sales volumes at different price levels.Legitimate power involves government or other regulations—e.g., auto dealers have a great deal of power over auto makers because only they are allowed to sell to end customers in the continental U.S. under most circumstances.Referent power involves the desire of the other side to be associated—most manufacturers of upscale merchandise want to ensure that their merchandise is available at Nordstrom’s.
14Explain channel leadership. Who controls the channel?Sets the goalsMonitors performanceOffers incentivesDecides on what will be promoted and whenOften the biggest economic power in the channelSome marketing channels are determined by consensus; whereas, some are organized and controlled by a dominant member, or channel captain (also called a channel leader), which may be a producer, wholesaler, or retailer.
15Explain types of channel conflict. Horizontal and verticalMissing deadlinesLack of performance in meeting assigned goalsPrioritiesSevere or prolonged conflict, however, can disrupt channel effectiveness and cause lasting harm to channel relationships.
16Describe ways to achieve channel cooperation. Careful selection of channel partnersGoals set by consensus of the membersClear and achievable performance goalsAgreed upon measurementsClear communication channels and procedures for addressing issues
17Describe ways to achieve channel cooperation If the channel does not appear to compete against other channel members, the members will be more proactive.Channel members collectively focus their efforts on the goals of all involved rather than individual goals.Define the roles/responsibilities of each channel member.