Marketing Channel Management

Marketing Channel Management

1. Distribution & strategy

2. Channel length

3. Distribution intensity

4. Multiple channels

7. EDI

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

Product / Trademark contract- Business format contract

Unit / conversion / area / sub-franchise

Exclusive territory arrangement

Geographical / customer base / product
Absolute / profit pass over arrangement / area of primary responsibility

6. Legal issue Back to Top

Categories

Exclusive dealing

Tying: Profitable products + unprofitable products

Resale price control

Price discrimination

Level

Per se illegal

Modified rule of reason

Rule of reason

Per se legal

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