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HOW SHOULD COMPANIES INTEGRATE CHANNELS & MANAGE CHANNEL CONFLICT ? CHAPTER:14

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Page 1: How should companies integrate channels & manage channel ? , Chapter-14

HOW SHOULD COMPANIES

INTEGRATE CHANNELS & MANAGE CHANNEL

CONFLICT

?

CHAPTER:14

Page 2: How should companies integrate channels & manage channel ? , Chapter-14

For Integrationof

Channels Company should……

Page 3: How should companies integrate channels & manage channel ? , Chapter-14

Use different sales channels for different-sized business

customers

Direct Sales Force-> Large CustomerTelemarketing -> Mid-size Customer

Distributors -> Small Customers

Page 4: How should companies integrate channels & manage channel ? , Chapter-14

Decide how much of company’s product to offer in each of the

channel

Page 5: How should companies integrate channels & manage channel ? , Chapter-14

Channel Conflicts are managed by…….

Page 6: How should companies integrate channels & manage channel ? , Chapter-14

Strategic Justification Channels distributed over different markets do not

compete with each other.

Make this clear !

Page 7: How should companies integrate channels & manage channel ? , Chapter-14

Dual Compensation

Pay existing channels for sales made through new channels

Page 8: How should companies integrate channels & manage channel ? , Chapter-14

Employee Exchange

Exchange persons b/w two or more channel levels.

Page 9: How should companies integrate channels & manage channel ? , Chapter-14

Subordinate Goal

Members agree to fundamental goal of Market Share or Customer Satisfaction

Page 10: How should companies integrate channels & manage channel ? , Chapter-14

Legal Recourse

If nothing works, a channel partner may choose to file a lawsuit

Page 11: How should companies integrate channels & manage channel ? , Chapter-14
Page 12: How should companies integrate channels & manage channel ? , Chapter-14

DISCLAIMERCreated by

Khushi Sahu,

IIT BHU,during an internship by

Prof. Sameer Mathur, IIM Lucknow.

www.IIMinternship.com

http://www.iiminternship.com/

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