how should companies integrate channels & manage channel ? , chapter-14
Post on 14-Aug-2015
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HOW SHOULD COMPANIES
INTEGRATE CHANNELS & MANAGE CHANNEL
CONFLICT
?
CHAPTER:14
For Integrationof
Channels Company should……
Use different sales channels for different-sized business
customers
Direct Sales Force-> Large CustomerTelemarketing -> Mid-size Customer
Distributors -> Small Customers
Decide how much of company’s product to offer in each of the
channel
Channel Conflicts are managed by…….
Strategic Justification Channels distributed over different markets do not
compete with each other.
Make this clear !
Dual Compensation
Pay existing channels for sales made through new channels
Employee Exchange
Exchange persons b/w two or more channel levels.
Subordinate Goal
Members agree to fundamental goal of Market Share or Customer Satisfaction
Legal Recourse
If nothing works, a channel partner may choose to file a lawsuit
DISCLAIMERCreated by
Khushi Sahu,
IIT BHU,during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMinternship.com
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