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MANAGEMENT
AGENDA
Meaning of Intermediary
Level of Intermediary
Role & Function of Intermediary
Major Channel Design Decision
Channel Management Decisions
Case Study
MEANING
Intermediary
Asa noun
1. (Law) a person who acts as a mediator or agent between
parties
2. something that acts as a medium or means
Asan adjective
1. acting as an intermediary
Alternative Channel
Arrangement
Non Traditional Channel: Manufacture may decide to
use non traditional channel such as internet, mail-order
etc to sell its product instead of going through traditional
retailers.
Reverse Channels:
Channels Channels designed to return goods to their
producers
ROLE & FUNCTION OF INTERMEDIARY
The three basic functions performed by an intermediary in the
distribution channel are:
Major Channel Design Decision
ANALYZE CUSTOMER DESIRED SERVICE OUTPUT LEVE
elements:
Type of available business intermediaries
The number of intermediaries needed
The term and responsibilities of each
channel member
EVALUATE THE MAJOR ALTERNATIVES
value added
partners
Value add of
Distributors
Direct sales
channels
Retail Stores
sales
Tele marketing
Indirect channels
intern
et Direct marketing
channels
CHANNEL MANAGEMENT
DECISIONS
SELECTING CHANNEL MEMBERS
It is a tedious process for the producers to recruit intermediaries.
They should at least determine what characteristics distinguish
are sales agents, producers will want to evaluate the number and
character of the other lines carried and the size and quality of the sales force. If
the intermediaries are departmental stores that want exclusive distribution, the
producer will want to evaluate locations, future growth potential, and type of clientele.
Selection consideration
Market segment - must know the specific segment and target customer
Changes during plc - different channels are exploited at various stages of plc
Producer-distributor fit - their policies, strategies and image
Qualification assessment - experience and track record must be established
Distributor training and support
Variables for selection
Characteristics of Short Characteristics of Long
Channels Channels
Market Business users Consumers
factors
Geographically concentrated Geographically diverse
business.
MOTIVATING CHANNEL MEMBERS
Sales-quota attainment
Average inventory levels
Customer delivery time
Treatment of damaged and lost goods
Cooperation in promotional and training programs
when the distribution channel is not working as planned, consumer buying patterns change, the market
expands, new competition arises, innovative distribution channels emerge and the product moves into later
stage into the product life cycle. Example designer apparel
General Overview (cont’d)
Sells in more than 100 countries worldwide.