Transcript 5. channel manager

Marketing Channel Management
常永胜
Tel: 13711450658
E-mail: [email protected]
Research Study and Grading



Participation and Effort 20%
Team work
30%
Final Tests
50%
As Heavens’ movement is ever vigorous,
so must a man ceaselessly strive along.

-----From YI Jing( the book of changes)
Introduction
1.The background of Marketing channel
research
2. Channel’s position in MANAGEMENT
and
MARKETING
3. An analytic framework for marketing
channel
Study structure
Ⅰ.basis section
Ⅱ.design section
Ⅲ.management section
Ⅳ.performance section
Ⅴ.extension section
Ⅰ.basis section
chapter1 channel function and
management
Chapter2 channel structure
Chapter3 channel participant
Ⅱ. Design section
chapter4
principle and process of channel
design
chapter5
structure design and evaluation
chapter6
selection of channel participants
Ⅲ. Management section
chapter7
channel policy and
participants motivation
chapter8
channel power and conflicts
chapter9
products and price management
in channel
chapter10
material and information flow
management in channel
Ⅳ. Performance section
chapter11
channel relationship
management
chapter12
channel situation and
performance evaluation
Ⅴ.extension section
chapter13
service marketing channel management
chapter14
international marketing channel management
chapter15
electronic marketing channel management
Chap 1 Channel and Channel Management
1. What is a marketing Channel？
2.
3.
4.
5.
Channel’s functions and flows
Why do channels exist？
Channel Management
Channel Manager
一、What is a marketing Channel？
Your understanding？
 Thinking: how to do?
 Mini-case
新燕藤器厂

The Definition of marketing Channel:

Also known as the sales channels、
distribution channels，

a marketing Channel is a set of
interdependent organizations involved in the
process of making a product or service
available for use or consumption.
Three points
From a structural point of view: set of
interdependent organization;
 From the behavioral point of view : is
“process”, not an activity 、an event;
 From the functional point of view :Goal
is getting to end-user

Thinking:
Distribution channels and marketing
channels
 Distribution and circulation
 Business Flow and Logistics
 Distribution and sales

二、 Channel’s functions and flows
1、Research
2、Seek
3、classification
4、Promotions
5、negotiation
6、logistics
7、Finance
8、risk
Various flows are performance of
functions. These flows unify all types of
organizations, constituting the channel,
together.
 These flows are:

1、material
flow
supplier
Warehouse of
transporter
manufact
urer
Warehouse of
transporter
franchiser
franchiser
transporter
customer
2、ownership
flow
manufact
urer
supplier
customer
franchiser
3、payment
flow
supplier
bank
manufact
urer
bank
franchiser
transporter、
warehouse、
bank
manufact
urer
transporter、
warehouse、
bank
franchiser
Advertise
ment agent
manufact
urer
4、
information
flow
supplier
bank
customer
Transporter
bank
customer
5、promotion
flow
supplier
Advertise
ment agent
franchiser
customer
三、Why do channels exist？
1.Regulating the contradictions of production
and market and creating the four major
effects
-------ownership, time, place, form.
2. Decreasing the frequency of transactions
and improving efficiency.
3. As corporate intangible assets, they create
competitive advantages.
四、
 1,
Channel Management
meaning:
Coordinating the activities of all
participants in marketing channels
through planning, organization,
motivation and control, so as to respond
effectively to market demands, to
minimize distribution costs and maxmize
customer value.
2, characteristics

First of all, marketing channel management is
inter-organizational management.

Secondly, marketing channel management
has a cross-organizational target system.

Thirdly, the marketing channel management
function has its own characteristics.

Finally, the way in the management relies on
power less, while relies on contracts, leases
or some norms more.

3, content
Channel
structure
Channel
behavior
Channel
efficiency
4, steps

1) channels investigation and analysis

2) defining channel objectives
3) channel strategy and evaluation
4) the implementation of channel strategy
5) channels assessment and adjustment
strategy



5. channel manager
 Channel manager is responsible for channel
management and is the decision-making person.
 Channel manager will generally be divided into
three levels: high-level channel managers,
middle managers and Grassroots managers.
 Channel manager has two main tasks:
channel job management and staff management.
Let's try



1. Why have been marketing channels given
high priority as market competition's important
strategy in recent years ?
2. What is the differences between interorganizational management and internal
management ?
3. what is the main functions and mission of
Channel manager ?
Channel study :domestic and
overseas main periodicals










管理世界
南开管理评论
财贸经济
经济管理
北京工商大学学报
Journal of marketing
Journal of marketing research
Journal of marketing channels
Journal of retailing
The academy of marketing science