Bài giảng Business Marketing - Chapter 9: Business Marketing Channels: Partnerships for Customer Service

McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.Chapter 9Business Marketing Channels:Partnershipsfor Customer ServiceKEY OBJECTIVES OFMARKETING CHANNELSDELIVER THE NEEDED GOOD/SERVICEPLACE THE GOOD/SERVICE WHERE IT IS WANTEDHAVE THE GOOD/SERVICE WHEN IT IS WANTED9-*MARKETING CHANNEL DIFFICULTIESCHANNELS ARE EXPENSIVE TO ESTABLISHCHANNELS ARE COSTLY TO COORDINATECHANNELS ARE SLOW TO ADAPT TO ENVIRONMENTAL CHANGES9-*WHAT DISTRIBUTORS DOCONTRIBUTIONTO MANUFACTURERSMARKET COVERAGESALES CONTACTSINVENTORY AVAILABILITYORDER PROCESSINGMARKET INTELLIGENCECUSTOMER SUPPORTCONTRIBUTIONTO CUSTOMERSPRODUCT AVAILABILITYPRODUCT ASSORTMENTFITTING ORDER QUANTITYCREDITSERVICETECHNICAL SUPPORT9-*A MODEL FOR CHANNEL DESIGNIdentify andforecastuser serviceneedsEvaluatecurrent channelsand otheroptionsCreatea vision ofthe idealchannelImplementthe best optionand managethe systemGapAnalysisExhibit 9-59-*SOURCES OF CONFLICT INMARKETING CHANNELSGOAL CONFLICT: SALES GROWTH VS. PROFITSMEANS CONFLICT: HOW THINGS GET DONE AND WHO DOES WHAT & WHEN IS IT DONECONFLICTING VIEWPOINTS: OUR VIEWPOINT VS. YOUR VIEWPOINT9-*HOW CHANNEL MEMBERS CANRESPOND TO CONFLICTEXIT—Can leave the relationshipVOICE—Can find a means to articulate dissatisfactionLOYALTY—Can continue to persevere in face of conflictAGGRESSION—Can openly or covertly take actions to injure the conflict partyNEGLECT—Can leave the conflict untreated and fade away9-*OPTIONS FOR RESOLVING CONFLICTPRIVATE REFEREES—Panel of channel members serve as a forumTHIRD PARTY SOLUTIONS—Mediated resolutionEMPATHIC MECHANISMSUse of a specialistJoin Partner’s Industry AssociationExchange personnel9-*SOURCES OF CHANNEL POWERREWARD POWER — Ability to provide days off for specific outcome/behaviorCOERCIVE POWER — Ability to punish for failure to performINFORMATION POWER — Ability to obtain information others do not haveEXPERT POWER — Ability to gain an advantage by what you knowREFERENT POWER — Ability to influence by serving as the model of best practicesLEGITIMATE POWER — Explicit authority granted by tradition or contract9-*RELATIONSHIP FORMS IN CHANNELS TRANSACTIONAL CHANNELS -  Members trade at arms length ADMINISTERED CHANNELS -  Interactions without formal chain of command or a set of rules CONTRACTUAL CHANNELS – Tightly coordinated by formal procedures and pledges of on-going exchange CORPORATE CHANNELS – High degree of vertical integration in the sales and distribution functions9-*