Beruflich Dokumente
Kultur Dokumente
The broad principles by which the firm expects to achieve its distribution objectives for its target market(s)
Channel Design
Those decisions involving the development of new marketing channels where none had existed before, or the
modification of existing channels
Who Buys?
The administration of existing channels to secure the cooperation of channel members in achieving the firm’s
distribution objectives
• Cooperative approach
• Partnership approach
• Distribution programming approach
Efforts aimed at securing relationships by providing better service should feature more than product-related
functions or camaraderie among boundary personnel
Several key factors have been identified for downstream channel members. Their expectation of doing future
business on behalf of a principal strengthens for:
Consider that you are a distributor dealing with a supplier. You will gauge the supplier's commitment to you
based on its past behaviour. You focus on two critical aspects:
(1) Have you had an acrimonious past with this supplier? and
(2) What actions do you see the supplier taking to tie itself to doing business with you?
Non-economic Satisfaction Also Matters - A satisfied channel member finds interactions with the channel
partner fulfilling, gratifying, and easy.
Phase 1: Awareness.
Phase 2: Exploration
Phase 3: Expansion