MindMap Gallery Marketing channel management
"Marketing channel management: 1. Marketing channels and their management 2. Theoretical overview 3. Design 4. Organizational model 5. Selection and incentives of channel members 6. Control 7. Channel conflict management 8. Evaluation and adjustment 9. Operation 10. Online channel marketing"
Edited at 2024-09-05 09:56:26Rumi: 10 dimensiones del despertar espiritual. Cuando dejes de buscarte, encontrarás todo el universo porque lo que estás buscando también te está buscando. Cualquier cosa que haga perseverar todos los días puede abrir una puerta a las profundidades de su espíritu. En silencio, me metí en el reino secreto, y disfruté todo para observar la magia que me rodea y no hice ningún ruido. ¿Por qué te gusta gatear cuando naces con alas? El alma tiene sus propios oídos y puede escuchar cosas que la mente no puede entender. Busque hacia adentro para la respuesta a todo, todo en el universo está en ti. Los amantes no terminan reuniéndose en algún lugar, y no hay separación en este mundo. Una herida es donde la luz entra en tu corazón.
¡La insuficiencia cardíaca crónica no es solo un problema de la velocidad de la frecuencia cardíaca! Es causado por la disminución de la contracción miocárdica y la función diastólica, lo que conduce al gasto cardíaco insuficiente, lo que a su vez causa congestión en la circulación pulmonar y la congestión en la circulación sistémica. Desde causas, inducción a mecanismos de compensación, los procesos fisiopatológicos de insuficiencia cardíaca son complejos y diversos. Al controlar el edema, reducir el frente y la poscarga del corazón, mejorar la función de comodidad cardíaca y prevenir y tratar causas básicas, podemos responder efectivamente a este desafío. Solo al comprender los mecanismos y las manifestaciones clínicas de la insuficiencia cardíaca y el dominio de las estrategias de prevención y tratamiento podemos proteger mejor la salud del corazón.
La lesión por isquemia-reperfusión es un fenómeno que la función celular y los trastornos metabólicos y el daño estructural empeorarán después de que los órganos o tejidos restauren el suministro de sangre. Sus principales mecanismos incluyen una mayor generación de radicales libres, sobrecarga de calcio y el papel de los leucocitos microvasculares y. El corazón y el cerebro son órganos dañados comunes, manifestados como cambios en el metabolismo del miocardio y los cambios ultraestructurales, disminución de la función cardíaca, etc. Las medidas de prevención y control incluyen eliminar los radicales libres, reducir la sobrecarga de calcio, mejorar el metabolismo y controlar las condiciones de reperfusión, como baja sodio, baja temperatura, baja presión, etc. Comprender estos mecanismos puede ayudar a desarrollar opciones de tratamiento efectivas y aliviar las lesiones isquémicas.
Rumi: 10 dimensiones del despertar espiritual. Cuando dejes de buscarte, encontrarás todo el universo porque lo que estás buscando también te está buscando. Cualquier cosa que haga perseverar todos los días puede abrir una puerta a las profundidades de su espíritu. En silencio, me metí en el reino secreto, y disfruté todo para observar la magia que me rodea y no hice ningún ruido. ¿Por qué te gusta gatear cuando naces con alas? El alma tiene sus propios oídos y puede escuchar cosas que la mente no puede entender. Busque hacia adentro para la respuesta a todo, todo en el universo está en ti. Los amantes no terminan reuniéndose en algún lugar, y no hay separación en este mundo. Una herida es donde la luz entra en tu corazón.
¡La insuficiencia cardíaca crónica no es solo un problema de la velocidad de la frecuencia cardíaca! Es causado por la disminución de la contracción miocárdica y la función diastólica, lo que conduce al gasto cardíaco insuficiente, lo que a su vez causa congestión en la circulación pulmonar y la congestión en la circulación sistémica. Desde causas, inducción a mecanismos de compensación, los procesos fisiopatológicos de insuficiencia cardíaca son complejos y diversos. Al controlar el edema, reducir el frente y la poscarga del corazón, mejorar la función de comodidad cardíaca y prevenir y tratar causas básicas, podemos responder efectivamente a este desafío. Solo al comprender los mecanismos y las manifestaciones clínicas de la insuficiencia cardíaca y el dominio de las estrategias de prevención y tratamiento podemos proteger mejor la salud del corazón.
La lesión por isquemia-reperfusión es un fenómeno que la función celular y los trastornos metabólicos y el daño estructural empeorarán después de que los órganos o tejidos restauren el suministro de sangre. Sus principales mecanismos incluyen una mayor generación de radicales libres, sobrecarga de calcio y el papel de los leucocitos microvasculares y. El corazón y el cerebro son órganos dañados comunes, manifestados como cambios en el metabolismo del miocardio y los cambios ultraestructurales, disminución de la función cardíaca, etc. Las medidas de prevención y control incluyen eliminar los radicales libres, reducir la sobrecarga de calcio, mejorar el metabolismo y controlar las condiciones de reperfusión, como baja sodio, baja temperatura, baja presión, etc. Comprender estos mecanismos puede ayudar a desarrollar opciones de tratamiento efectivas y aliviar las lesiones isquémicas.
Marketing channel management
1. Marketing channels and their management
Why build marketing channels
Gain lasting competitive advantage
The growing power of middlemen
Requirements to reduce channel costs
The growing role of information technology
importance
Product’s route to market
Give full play to the role of channel members and improve economic benefits
Improve channel efficiency
Reduce the number of transactions and reduce transaction costs
An important tool for enterprises to gain competitive advantage
Exclusive rights route
Introducing a second brand
Think elsewhere
Bringing together experts
Marketing Channels and Marketing
The relationship between channel strategy and marketing strategy
Channel strategy formulation must be based on marketing strategy
Channel strategy provides a way for the realization of marketing strategy
Channel strategy and product strategy
Different product portfolios require different channels
Different stages of the product life cycle require different channel strategies
Marketing channels will have an impact on product image
Channel strategy and price strategy
Pricing affects the interests and behavior of channel members
Channel costs affect product pricing
Channel image affects pricing strategy
Channel strategy and promotion strategy
To motivate channel members, various promotion methods are needed
Promotional strategies need to be coordinated with channel strategies
push strategy
Use promotion and sales methods to push products into marketing channels and market through middlemen
pull strategy
Use advertising and sales promotion and other means to promote consumers
Marketing channel management
connotation
The purpose is to achieve certain distribution goals
Target is all channel members
Measures are planning, organization, coordination and control
Features
Cross-organizational management
Rely on interests, contracts, norms
Have a cross-organizational goal system
Theoretical Framework of Marketing Channel Management
Subtopic 1
2. Theoretical overview
Functions and processes
definition
Distribution channel theory
The path that products take during the circulation process
organizational structure theory
A network formed by collaboration between different organizations
Function
Research
Promotion
order
match
logistics
negotiation
Financing
Exposures
Payment
process
Subtopic 1
Structure and evolution
structure
length
hierarchical channels
Subtopic 1
Direct channels and indirect channels
Are there any middlemen?
short
Subtopic 1
long
width
Manufacturer Distribution Strategy
Intensive
Expand market coverage and facilitate purchasing
Increased channel costs and loose relationships between manufacturers and middlemen
Selective
Avoid dealing with unprofitable middlemen
Strong control, low channel cost
exclusive
Work closely together to improve corporate brand image
High dependence, direct impact
traditional channel system
Everyone does their own thing and maximizes personal interests
Integrated channel system
vertical
corporate
managerial
Contractual
level
many
evolution
Subtopic 1
member
manufacturer
middleman
wholesaler
merchant
acting
broker
Manufacturer's agent
sales agent
Purchasing agent
commission merchant
Manufacturer's sales organization
Retailer's purchasing office
Retailer
effect
Marketing to consumers
Convenient for customers to purchase
type
shop
major
department store
convenience store
Super stores, joint stores, specialty stores
discount store
warehouse store
catalog showroom
Storeless retailer
direct retail
direct sales
vending
shopping service company
retail organization
consumer
Supplier
transport company
Warehousing company
Order Processing Agent
advertising agency
insurance company
market research agency
3. design
Design overview
meaning
strategic
A decision faced by channel managers
broad concept
The focus is on the establishment of channel structure
Make channel design decisions
Establish a new business
Develop new products or product lines
Conduct market development
Other elements of the marketing mix undergo dramatic changes
Check and evaluate channels
Changes in middlemen's strategies hinder enterprises from achieving distribution goals
Changes in the types of middlemen
Facing channel conflict issues
Major marketing environment changes
Set distribution goals
Analyze consumer needs for channel services
Service output of marketing channels
Subtopic 1
Establish distribution goals
Familiar with the objectives of each element of the marketing mix and the objectives of the enterprise
Set clear distribution goals
Check distribution goals for consistency with other goals
Describe distribution tasks
Analyze factors affecting channel structure
market
geographical location
Market size
market density
market behavior
buyers
Where to buy
Purchase time
Purchase quantity
middleman
product
Physical and chemical properties
unit value
degree of standardization
Subtopic 1
technical complexity
enterprise
reputation
strength
Management ability
desire to control channels
competitor
environment
Develop channel structure plan
Number of channel levels
Number of middlemen at each level
Rights and Responsibilities of Channel Members
summary
Choose the right solution
Product Features
update rate
gross profit
Adjustment
consumption time
search time
Division of product categories
Subtopic 1
The relationship between product category and channel structure
Subtopic 1
parallel system approach
Classifying products by 5 characteristics is simple and easy
Provides a shortcut for selecting channel structure
Overemphasis on the decisive role of product characteristics in channel structure and neglect of other factors
empirical method
Methods that rely on managers’ judgment and experience
direct qualitative judgment method
weighted factor scoring method
distribution cost method
4. organizational model
Tradition
meaning
Independent manufacturing enterprises, wholesale, retail, and customers
organizational model
Subtopic 1
Features
independent
loose
Disadvantages
channel conflict
overall interests damaged
Channel inefficiency
existence basis
Small manufacturing companies are forced to choose
Large production companies passively choose
Active choice of middlemen or production companies
Integrate
direction
vertical channel system
Advantage
centralized execution
Professional management
Properly manage inventory
Cut marketing costs
Grasp demand trends
Arrange production and sales
Organize competitors to join
type
Vertical
Subtopic 1
reason
gain economies of scale
Improve control and operational efficiency
Lower transaction fees
Raise barriers to entry
Conveniently obtain customer information
Obtain more industry chain profits
Difficulty finding middlemen who meet sales requirements
managerial
Features
There is a leading company
Have an organizational system
Have a unified marketing strategy
Advantage
Small investment, strong channel control
High degree of organization
stability and integrity
Avoid vicious competition among channels and members
Disadvantages
Strong resources, influence and coordination and management capabilities
Contractual
Advantage
Channel construction cost is low
Clear division of labor and cooperation
High operational efficiency
High flexibility
Disadvantages
low degree of control
opportunism problem
category
Voluntary chain system initiated by wholesalers
Retailer Cooperation System
franchise system
horizontal channel system
Features
A horizontal alliance between two or more companies
Advantage
Cooperation to achieve complementary advantages and economies of scale
Save costs and quickly expand the market
Suitable for companies with comparable strengths and complementary marketing advantages
multi-channel system
meaning
A company establishes more than 2 channels for marketing activities
Benefit
Expand product market coverage
Reduce channel costs
Better meet customer needs
type
Centralized combination
Selective combination method
Hybrid combination
Purpose
Respond more promptly to customer needs
Provide higher value to each channel member and obtain higher channel efficiency
subtopic
5. Selection and incentives of channel members
choose
special
The overall design of the channel remains unchanged, and channel members are added
Direct selling companies do not need to choose middlemen
Channel member selection is closely related to the channel density of manufacturing enterprises
in principle
mutual recognition
Enter target market
Product sales
image matching
win-win
step
Publish investment information
Subtopic 1
primaries
Check integrity
Examine strength
Field research
Check
Determine selection criteria
Use appropriate selection methods
Conduct multi-faceted assessments
Identify channel members
Update channel members
Find ways to become a channel member
Regional sales organization
business channels
Intermediary consulting
customer
advertise
internet
other ways
standard
Comprehensive strength
openning hours
scale
Financial status
Staff composition
management ability
Product and market coverage
product
product structure
products information
Market coverage
geographical location
Number of stores
Moderate
Market development and sales capabilities
Sales status
Market development ability
Willingness to cooperate and controllability
Reputation
Registration time
Registered capital
Business conditions
Cooperation with other enterprises
method
scoring method
Subtopic 1
sales volume analysis
Recent 3-5 sales volume, sales growth level, customer flow
Analyze its future trends
Determine whether he or she has the ability
Forecast likely sales levels
sales expense analysis method
total sales expense comparison method
Unit product/sales comparison method
cost efficiency analysis
excitation
reason
partnership
in principle
Targeted
timely
Moderate
fair
Combination of rewards and punishments
Discover channel member needs
Middleman needs
gain profit
reduce risk
Improve competitiveness
summary
method
Enterprises conduct research on channel members
External agencies conduct research on channel members
Marketing channel audit
Intermediary Advisory Committee
Motivational methods
direct incentive
Discount
Cash back discount
Pick up discount
Seasonal discounts
Feature discount
rebate
process rebate
Precautions
Criteria for rebates
Rebate form
Rebate time
Additional conditions for rebates
financial support
indirect incentives
Daily work support
Assist in developing new customers
Strengthen training for middlemen
Provide market intelligence
Advertising promotion support
Establish and maintain a reasonable differential price system
Strengthen terminal management
Mental stimulation
emotional stimulation
Resume Long Term Partnership
6. control
Overview
Control channel member behavior
Features
Across organizations
Subtopic 1
mutual control
non-coercive control
results oriented control
importance
Enter the consumer field more smoothly and realize value
Give full play to channel functions and improve economic benefits
Achieve competitive advantage
effectiveness
Amount of channel control
The effect of channel control
Channel control efficiency
source
Rewarding power (commitment strategy
Notice
Bonus Capital Limits
Reliability of reward effects
Providing incentives will definitely reduce the impact of the benefits
Continuous rewards lead to diminishing utility
Cause dependence on middlemen’s rewards
coercive force
legal rights
referential force
Personal charm of channel members
Professional knowledge
information power
use
Notice
Identify various sources of force
Choose and utilize appropriate controls
Six Influence Strategies
promise
threaten
law
ask
information exchange
suggestion
summary
Channel control method
Contractual or legal control
brand
Long term strategy and vision
Benefit
Manufacturer services
terminal
Incentive elimination mechanism
price control
price maintenance strategy
price differentiation strategy
product line control
Exclusive trading strategy
Bundling strategy
ownership control
emotional control
7. Channel conflict management
analyze
concept
Different from competition, it is an intervention
Rooted in the inherent interdependence among channel members
development process
Subtopic 1
type
relation
vertical
level
multi-channel
degree of manifestation
potential
Reality
nature
Feature
pathological
reason
different goals
Differences in concepts
Scarce resources
Role opposition
There is disagreement in decision-making areas
expected difference
Transmission barriers
measure
The Importance of Conflict Issues
conflict intensity
conflict frequency
Influence,
manage
concept
Target
Ensure the healthy operation of channels and achieve distribution goals
Task
Prevent channel conflicts and resolve channel conflicts
The process of analyzing, planning, executing, and controlling
process
Discover
Hold regular intermediary meetings
Regularly survey channel members
analyze
Causes of channel conflict
channel conflict level
Assess the impact of channel conflicts
solve
Develop conflict resolution
action plan
Evaluate conflict management performance
Prevention and Solution
prevention
Adopt information-intensive strategies
Use channel rights
coercive power
legal rights
Reward rights
expert power
Inspirational power
information power
Resolve channel conflicts
The power to develop resistance
Use coercive power to eliminate relevant channel members
Use legitimate and reward power to resolve conflicts
Subtopic 4
Cross-selling management
Manifestations
Cross-selling between enterprise sales branches
Cross-selling between middlemen
Middlemen dump products that are about to expire or have expired at low prices
Middlemen sell fake and shoddy products
Type of cross-selling goods
benign
nature
malignant
Cross-regional sales
Selling at a lower price or reducing prices in disguised form
reflect
Disrupt the price system
Destroy the marketing channel system
Leading to a decline in customer trust in the brand
reason
Sales target is set too high
Improper incentives
Weak channel supervision
The temptation of price differences for middlemen
Differences in preferential policies
Sales staff have low professional ethics
manage
Set reasonable sales goals
Use comprehensive incentives
Restrict intermediaries from channeling goods through contracts
Establish market surveillance department
Packaging regional differentiation
Set a reasonable price
Strengthen the management of sales personnel
8. Evaluate and adjust
Channel assessment
Definitions and Principles
Purpose
Understand channel member performance and improve channel efforts
Reward and punish channel members
Adjust channel members
Evaluate channel management performance and improve channel management efforts
in principle
scientific
Systematic
indirectness
Combining qualitative and quantitative
Combining financial and non-financial assessments
Channel system performance evaluation
Channel smoothness
The status of channel entities in place
Channel function configuration
The connection status of channel links
Long-term cooperation among channel members
Channel coverage
Number of channel members
Market distribution of channel members
The size of the business district
Channel circulation power
circulation capacity growth rate
Utilization
Subtopic 1
Channel Financial Performance Assessment
sales analysis
Channel cost analysis
Fee amount
expense ratio
Degree of increase or decrease in expense ratio
Profitability Analysis
ol
expense margin
Roe
Asset Management Efficiency Analysis
capital turnover rate
Inventory turnover
Market share analysis
All markets
Relative to shopping malls
Channel communication assessment
communication frequency
Communication content
communication method
communication time
Channel service quality assessment
reliability
Responsiveness
safety
empathy
Tangibility
Channel member performance evaluation
Sales Performance
sales growth rate
sales statistics
Stock status
sales ability
The number of product categories channel members assign to their sales staff
Sales ability and sales skills of sales staff
Sales staff's interest in the company's products
Channel members’ attitudes
Development prospects of channel members
Adjustment of marketing channels
Condition
The distribution effect of existing channels is not ideal
Significant changes in factors affecting channels
Development of new markets
The emergence of new channels
in principle
customer oriented
Advantage
Coordination and balance
Stable and controllable
Moderate coverage
Way
structure
length
width
Function
top down
Eliminate the general agent, replace the middleman, and let the factory and consumers face each other directly
bottom up
Adopt certain incentives to turn intermediaries into intermediaries that directly face end consumers.
quality adjustment
Subtopic 1
9. business
franchise management
high degree of unity
Unification of enterprise identification systems
Unification of goods and services
Unification of operations and management
Unification of business philosophy
feature
Subtopic 1
basic mode
Direct chain store
ted property rights link
Centralized management
unified accounting
free chain
Features
The contractual tie that holds the system together
The main incentives for free chaining when purchasing jointly
Member stores have independent ownership, management rights and financial accounting rights
content
Franchise
Production
Product-Trademark
Business model
constitute
Franchise for manufacturers and wholesalers
Wholesalers and retailers
between retailers
Franchising for manufacturers and retailers
to the franchisor
Advantage
Leverage grantee capital for rapid growth
Solve the shortage and incentive problems of management talents
Leveraging the entrepreneurial spirit of franchisees to grow the franchisor's business
Improve management efficiency and management level
Promote product sales and build brand image
Disadvantages
The grantee may have independent leanings
Difficulty maintaining consistent quality standards
Corporate image and reputation can be affected by individual franchisors
Difficulty obtaining and retaining suitable licensees
to the grantee
Advantage
Leverage the franchisor’s brand effect
Get a range of support and services
Share economies of scale and reduce costs
Restock
Promotion
Subtopic 3
Disadvantages
Management but anti-autonomy
Will be negatively affected by the franchisor and other franchisees
Exit or transfer business
Advantages of franchising to society
increase employment
Optimize resource allocation
Standardize market order
10. Internet channel marketing
Overview
meaning
Use the Internet to provide products and services that can be used to conduct and complete transaction activities through the Internet using calculators or other target markets that can use technological means.
Development status
Group buying model shows the momentum of regional e-commerce service development this week
Shopping websites are moving to mobile platforms, and mobile e-commerce is closely deployed
The B2C model is becoming mainstream, and online shopping pays more attention to user experience and security.
Shopping websites are accelerating the pace of building their own logistics or cooperating to provide logistics, and proactively implement offline service foundations.
Function
order
Settlement
Delivery
type
Internet direct marketing channels
Advantage
Direct contact with business consumers to obtain first-hand information
Utilizing the interactive characteristics of the Internet, information communication becomes two-way from one-way
More convenient related services
Reduce channel costs
Carry out promotional activities according to customer needs at any time to increase product sales
Manufacturing companies can understand customers’ opinions, requirements and suggestions on products in a timely manner
Internet indirect marketing channels
type
Subtopic 1
Advantage
Simplify the market transaction process
Increase the average order quantity of middlemen
Simplified information collection process for manufacturing companies
Subtopic 4
Internet marketing channels
Advantage
wide range
low cost
Highly interactive
Short channel
Disadvantages
Lack of intuitive feel and delayed delivery
The network is chaotic and crowded
Logistics lag
Security Question
credibility issues
Ignorance of personal and social shopping motivations
Design and management
design
Customer perspective
Ordering system design should be simple
Choose as many settlement methods as possible
Improve the distribution system
manage
Channel policy management
formulate
implement
Channel communication
Channel monitoring and incentives
Channel value-added services
Implementing channel organizational changes
Coordinate the interests of the three parties
Differentiated positioning
Brand interactive window
Inventory Digestive Channel
Sales incremental platform
channel segmentation
brand
product line
price management
Channel security management
Regarding payment security issues
Credit card and account security
Personal information security
Channel logistics management
Ordering system management
Inventory and order management
Logistics and distribution management
middleman
The necessity of network middlemen
theoretical analysis
reality analysis
type
virtual mall
virtual bazaar
online retailer
directory service provider
internet content provider
virtual assessment agency
wNetwork wanted agency
Internet financial institution
Intelligent agent