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1、ManagingBusiness MarketingchannelsLearningobjectivesThealternatepathstobusinessmarketcustomers.Thecriticalrolethatindustrialdistributorsandmanufactures’representativesassumeinbusinessmarketchannels.ThecentralcomponentsofchanneldesignRequirementsforsuccessfulchannelstrategy.2Marketingchannel
2、sCHANNELThelinkbetweenmanufacturesandcustomers.Accomplishesallthetasksnecessarytoeffectasaleanddeliverproductstothecustomer.Thetasksincludemakingcontactwithpotentialbuyer.negotiating,contracting,transferingthetitle,storage3MarketingchannelsFirst,thechannelstructuremustbedesignedtoaccomplish
3、desiredmarketingobjectives.Difficultytoselectingchannelthealternativesarenumerousmarketinggoalsdifferthevarietyofbusinessmarketsegmentsoftenrequiresthatseparatechannelsmustbeemployedconcurrently.Second,oncethechannelstructurehasbeenspecified,thebusinessmarketermustmanagethechanneltoachievep
4、rescribedgoals.ChannelComponentDimensions4MarketingchannelsThelinkbetweenmanufacturersandcustomersisthechannelofdistribution.Channelmanagementcentersonthesequestions:whichchanneltaskswillbeperformedbythefirmandwhichtasks,ifany,willbeperformedbychannelmembers?ChannelAlternativesintheBusiness
5、Market5Marketingchannels1.Thecustomersarelargeandwelldefined.DirectSalesApproachisViableWhen:2.Thecustomersinsistondirectsales.3.Salesinvolveextensivenegotiations.4.Controlofthesellingjobisnecessarytoensureproperimplementationofthetotalproductpackageandtoguaranteeaquickresponsetomarketcondi
6、tions.6MarketingchannelsIndirectDistribution isGenerallyFoundWhereMarketsarefragmentedandwidelydispersed.Lowtransactionamountsprevail.Buyerstypicallypurchaseanumberofitems.7MarketingchannelsE-ChannelUseLevel1:InformationPlatform.Level2:TransactionalPlatform.Level3:PlatformforManagingCustome
7、rRelations.8MarketingchannelsGeneral-linedistributorsTheystockandextensivevarietyofproducts.SpecialistsFocusononelineoronafewrelatedlines.CombinationHouseOperatesintwomarkets:industrialandconsumer.ThreePrimaryDistributorClassifications9MarketingchannelsC
