Marketing Channel Management


1. Distribution & strategy

2. Channel length

3. Distribution intensity

4. Multiple channels

5. Franchising

6. Legal issue

7. EDI

8. Internet


  1. Distribution & strategy Back to Top

 


2. Channel length Back to Top

Manufacture ® Wholesalers ® Retailers ® Consumers

Manufacture ® Retailers ® Consumers

Manufacture ® Consumers


3. Distribution intensity Back to Top

Manufacturer: Quality & Target

Channel Practice: Coordination efforts & Retailer Support

Retailer requirements: Contractual restriction & Retailer involvement

Variables: Distributors, Multi channels & Brand sales volumes


4. Multiple channels Back to Top

 Channel conflicts


5. Franchising Back to Top

Contractual vertical distribution channel

Exclusive territory arrangement

 


6. Legal issue Back to Top

Categories

Level

Gray market

Market: Uncertainty, Volatility, Customer heterogeneity

Price/Distribution: Mass Marketing, Price umbrella, Volume discount, Return policy

Supply: Glut /Shortage

Typical cases:

Within a market: Channel flow diversion, Bootlegging

Across a market: Parallel importation, Reimportation

 


7. EDI Back to Top

 


8. Internet Back to Top