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CHANNEL STRATEGY

CHANNEL STRATEGY. Definition and Basic Questions Relationships with the Marketing Mix Strategy, Channel Design and Members selection Strategy and Channel Management Evaluation and Summary. Definition and Basic Questions. Definition Basic Questions:

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CHANNEL STRATEGY

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  1. CHANNEL STRATEGY • Definition and Basic Questions • Relationships with the Marketing Mix • Strategy, Channel Design and Members selection • Strategy and Channel Management • Evaluation and Summary

  2. Definition and Basic Questions • Definition • Basic Questions: • Role of Distribution in the Firm’s Overall Objective • Role in the Marketing Mix • Design to Achieve Marketing Objectives • Kind of Channel Members to be selected • Management of the External Contactual Organization for Implementing Channel Design • Performance Evaluation

  3. Relationships with the Marketing Mix • Conditions under which Distribution is Especially attractive: • Distribution Most Relevant for Satisfying Target Market Demands • Parity exists among Competitors in other Marketing Mix Elements • Competitors neglect distribution • Distribution can Create and Enhance Synergy

  4. Channel Strategy ,Channel Design and Members Selection • Sustainable Competitive Advantage • Channel Positioning • Members’ Selection: • Reflect the Channel Strategy to achieve distribution objectives • Consistent from the Broader Perspective of Firm’s Marketing and Business Objectives

  5. Channel Strategy and Managing the Channel • Closeness of Channel Relationship • Degree of Support, control, and Distribution Intensity • Risk Reduction by Channel members • Motivation of Members • Menu of Common Channel Tactics for Motivation • Use of the Marketing Mix to Enhance Cooperation • Distribution Portfolio and Synergy

  6. Evaluation and Summary • Performance Evaluation as an Integral Part of Channel Design and Management • SUMMARY

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