Place- Channels of distribution Flashcards
What are different functions for distribution channel ?
Information
Promotion
Contact- Prospecting
Matching- Negotiation
What is the direct distribution ?
direct contact between producer and customer
What is the indirect distribution ?
Producers distribute products through whoesalers and retailers.
What is the traditional channel ?
- Manufacturer
- Distributor
- Retailer
- Consumer or end-user
What is the direct channel ?
Manufacturer
costumer
What is the process of mapping the industry channels ?
1 customer wants and needs
2 channel capabilities and cost
3 channel power and influence
4 competitive postures and actions
What are seven step process for building distribution strategy ?
1 articulate key goals
2 start with the perspective of the end users and identify customers needs
3 assess the capabilities of the current company channels in fulfilling customer needs
4 benchmark against key competitors
5 determine the appropriate channel options
6 set improvement goals
7 determine the appropriate channel option and the channel value chain
What are four step channel intermediaries system alignment process ?
1 set goals and targets
2 assign channel roles, responsibilities and rewards
3 measure and monitor performance
4 update and invest in appropriate channel capabilities