Managing Channels of Distribution: The Marketing Executive's by Kenneth Rolnicki

By Kenneth Rolnicki

"Channels of distribution is likely one of the preferred parts in advertising and marketing and revenues this day. And not anyone knows the topic greater than Ken Rolnicki! dealing with Channels of Distribution provides a much-needed resource of information and services that pros can depend on. in keeping with case experiences and real-life adventure, the publication explains the complexities of handling a number of channels -- vendors, purchasers, manufacturer's reps, VARs, inner most labels, agents, wholesalers, shops, and all of the leisure. within the technique, Rolnicki explores either macro and micro company affects that have an effect on channel effectiveness. certain cognizance is paid to the challenging parts of channel strength and clash, the damaging factor of legalities, and the main serious subject of all -- the channel layout sequence."

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2. Create a new, secondary channel of distribution. 3. Build your credentials by entering less important geographic markets and attacking the primary market when your reputation is stronger. Without a channel design plan, you’ll probably choose the first approach above and throw in the towel. But with a plan, you can think through your options and choose one of the latter two approaches. Frequently, after you acquire credibility in the market via a secondary channel of distribution, the primary channel notices your success and becomes receptive to you.

If your product is simple—say, a piece of luggage—you need not create a structure that lends itself to specialization. But if you’re selling something much more complex—like medical equipment or computer products—you need to pursue a specialized, strategic channel approach. You need channels that can offer expertise and experience to your end users. Your sales organization should be structured to achieve that. Vertical market customers want specialized attention because they have particular satisfaction requirements.

They may or may not call on the leads you give them. They may or may not sell what you want them to sell. They may or may not charge the price you want them to charge. They may even decide to sell a competing product instead of yours! The key to managing channels is building relationships. As a channelmaster, you need to understand all of the factors that influence a channel relationship. Put simply, these factors are the major business issues and practices that make up the fabric of a successful alliance between manufacturer and distributor.

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