Objective 3

Identify the major channel alternatives open to a company.

Each firm identifies alternative ways to reach its market. Available means vary from direct selling to using one, two, three, or more intermediary channel levels. Marketing channels face continuous and sometimes dramatic change. Three of the most important trends are the growth of vertical, horizontal, and multichannel marketing systems. These trends affect channel cooperation, conflict, and competition.

Channel design begins with assessing customer channel service needs and company channel objectives and constraints. The company then identifies the major channel alternatives in terms of the types of intermediaries, the number of intermediaries, and the channel responsibilities of each. Each channel alternative must be evaluated according to economic, control, and adaptive criteria. Channel management calls for selecting qualified intermediaries and motivating them. Individual channel members must be evaluated regularly.

MLM Survival Guide

MLM Survival Guide

How to Survive in the Network Marketing Jungle Choosing the Right Company amp Always Making Profit From Them All! If you are reading this book, let me first congratulate you if you are a newcomer to the world of MLM and allowing me to impart my experiences on the industry to help you in taking the first step into this fantastic industry.

Get My Free Ebook


Post a comment