Course Details
Course Outline
5 days course
The structure and function of marketing channels
- The value that distribution channels create
- Marketing flows in channels and contact efficiency
- Typical channel structures
- Service outputs of channels
- Channel strategy defined
- Gaining differential advantage with channels
Retail and Wholesale
- The characteristics of retailing
- Retail marketing decisions: target markets and retail positioning strategy
- Retail strategic profit model and Mgt Horizons Impact Model
- Non-store retailing
- Retail store brands & Retail Trends
- Types of wholesalers
Channel design and the selection of channel members
- Key challenges in channel design
- Direct or indirect distribution
- Exclusive-, selective-, intensive distribution
- Variables affecting channel structure & who engages in channel design
- The process of selecting channel members
- What channel partners expect to get from the manufacturer
Power and conflict in distribution channels; Franchising
- Why power is used in channels
- The nature of channel conflict and conflict resolution strategies
- Franchising advantages and disadvantages for the franchisor and for the franchisee
- Types of franchising
- Franchise sales process
- Key success drivers in franchising
Electronic- and service channels
- The structure of electronic marketing channels
- Disintermediation versus reintermediation
- Mobile electronic channels
- Advantages and disadvantages of electronic marketing channels
- Service channels: special characteristics of services
- Customization of services and customer involvement
