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    Marketing Channel Mix Approaches

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    brantchikoy
    Marketing Mix

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    Marketing Channel Mix Approaches

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    brantchikoy
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    Marketing Mix

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    Marketing Mix

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1 views23 pages

    Marketing Channel Mix Approaches

    Uploaded by

    brantchikoy
    Marketing Mix

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
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    Marketing

    Channel Mix
    Approach

    Module 6
    Channel Management
    • is the process of reaching the customer with your
    products and services. A channel can be a
    method of selling, a method of
    delivering your obligations to the customer or both. The
    following are common elements of channel
    management.
    Essence of Modern
    Marketing
    Management

    To develop a marketing mix of


    product, price , promotion and
    distribution
    Describe the picture
    • allows channel management to

    Product be aware of the interfaces


    issues in between the channel
    channel management and other
    management marketing mix variables: product,
    quality, promotion, and logistics.
    • the channel manager will find the
    approach of the client as a tool to
    enhance channel governance
    strategies for the business.
    Three Basic Areas
    • 1. New product planning and development
    • 2. Product life cycle
    • 3. Strategic product management
    New Product Planning and
    Development
    • 1. What input can channel members provide into new product planning?
    • 2. What has been done to assure that new products will be acceptable to
    the channel members?
    • 3. Do the new product fit into the present channel members assortment?
    • 4. Will any special education or training be necessary to prepare the
    channel members to sell the new products effectively?
    • 5. Will the product cause the channel members any special problems?
    Product Life Cycle
    Strategic Product Management
    1. Product Differentiation
    Attempt to portray product being different from competitive products,
    therefore more desirable to purchase

    2. Product Positioning
    Attempt to have consumers perceived the product in a particular way
    relative to competitive products

    3. Product Line Expansion/Contraction


    Present a manufacturer with a delicate balancing act of channel
    member satisfaction and support for reshaped product lines
    Channel members to have the right mix of products
    4. Trading Down/Trading up
    high risk strategies because they may reflect
    profound departures from company normal base
    operation
    5. Product Brand Strategy
    options to sell ( national brand/family/private/both
    national and private)
    6. Product Service Strategy
    service after sale
    Describe the picture
    PRICING
    ISSUES IN
    CHANNEL
    MANAGEMEN
    T
    8 guidelines in developing pricing
    strategies
    1. Profit margins should be adequate for channel members
    2. Margins offered to different classes of channel members should vary in proportion
    to the functions the channel members perform
    3. Margins should be competitive with those rival brands
    4. Special arrangements that result in either increase or decrease in services should
    be reflected in margins
    5. The manufacturer should conform to conventional norms for margins in trade
    6. Variations in different models should be logical
    7. If price points exist at wholesaler/retailer level they should be recognized and
    prices set to meet these price points
    8. Variations in prices by manufacturer for different products in its line should be
    associated with visible or identifiable differences in its line
    Five Major issues in channel pricing
    1. Pricing control in the channel
    2. Impact of major price policy changes
    3. Passing of price increases through the channel
    4. Use of price incentives
    5. Problems created by gray market and “free riding”
    Promotion and Channel
    Process of Marketing Channel
    Management
    1. Formulate Channel Strategy
    2. Design Channel Structure
    3. Select Channel Members
    4. Motivate Channel Members
    5. Coordinate with Marketing Mix
    6. Evaluate member performance
    The End.
    Sources:
    Googlesearch.com/
    Distribution Management (1st Edition), Bert Rosenbloom (2016

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