Managing Channels of Distribution: The Marketing Executive's Complete Guide"Channels of distribution is one of the hottest areas in marketing and sales today. And no one understands the subject better than Ken Rolnicki! Managing Channels of Distribution supplies a much-needed source of knowledge and expertise that professionals can rely on. Based on case studies and real-life experience, the book explains the complexities of managing multiple channels -- distributors, dealers, manufacturer’s reps, VARs, private labels, brokers, wholesalers, retailers, and all the rest. In the process, Rolnicki explores both macro and micro business influences that affect channel effectiveness. Special attention is paid to the frustrating areas of channel power and conflict, the dangerous issue of legalities, and the most critical topic of all -- the channel design sequence." |
Contents
Direct vs Indirect Channels of Distribution | 7 |
The Channelmasters | 13 |
Why Channels Programs Fail | 25 |
Channel Design Sequence | 29 |
Tying It All Together | 38 |
The Enemy Within | 49 |
Basing Your Competitive Strategy on the Market Life Cycle | 60 |
Differentiating Your Product or Service | 62 |
Five Channel Management Mechanisms | 136 |
Changing Channels | 144 |
Channel Conflict | 150 |
If You Dance With the ChannelBear the Bear Leads | 163 |
Channel of Distribution Motivational | 165 |
Sales and Product Training | 177 |
The TwoCadillacOneBoat Distributor Syndrome | 187 |
Key Legal Issues and Potential Transgressions | 193 |
Conducting a Segmentation Analysis | 68 |
2479 | 73 |
Criteria Coup de Grace Factors That Indicate a Motivated | 74 |
Composing Your Wish List | 85 |
Preparing Your Package of Enticements | 102 |
Preparing a Business Policy Statement | 112 |
Proceeding With the Channel Design Sequence | 120 |
Ramping Up a New Distributor | 126 |
Effective Channel Communications Mechanisms | 130 |
Other editions - View all
Managing Channels of Distribution: The Marketing Executive's Complete Guide Kenneth Rolnicki No preview available - 1998 |
Common terms and phrases
advertising agents or distributors agreements antitrust laws Applicable law business policies chan channel candidate channel conflict Channel Design Sequence channel management channel marketing channel members channel of distribution channel partners channel selection criteria channel structure channelmaster Chapter CLAYTON ACT commitment communications company's competitors conduct contract corporate dealers decision direct mail direct sales force end user enticements evaluate Exhibit export form of channel illegal important incentive indirect channels industry information technology internal inventory macro market managerial manufacturer market coverage marketing strategies marketplace meeting ment percent performance personnel potential price fixing product line product or service profits promotional Promotional Marketing purchase relationship resellers ROBINSON-PATMAN ACT sales and marketing sales revenue sales training salespeople salesperson sell your products seller SHERMAN ACT Situationally space advertising special pricing Step target Termination of agents territory tion trade tributor user satisfaction requirements value-added resellers Yes Yes Yes
References to this book
The Systems Thinking Approach to Strategic Planning and Management Stephen Haines Limited preview - 2000 |