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Chapter 6-Distribution Channel Management Activities

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27. Vũ Thanh Thanh
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48 views

Chapter 6-Distribution Channel Management Activities

96

Uploaded by

27. Vũ Thanh Thanh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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DISTRIBUTION CHANEL

MANAGEMENT

CHAPTER 6:
DISTRIBUTION CHANNEL
MANAGEMENT ACTIVITIES
GOALS OF CHATER

➢ Students understand the nature and content of


channel management tasks
➢ Students understand the content and meaning of
channel flow management activities
➢ Students understand and have the ability to apply
to encourage and motivate channel members

2
CONTENT OF CHATER

➢ The nature of channel management

➢ Manage channel flows


➢ Information system and channel management
➢ Encourage TVK activities

3
1. THE NATURE OF DISTRIBUTION CHANNEL
MANAGEMENT

➢ Concept of distribution channel management


- Distribution channel management is the process of
monitoring and optimizing the movement of goods
from suppliers to final customers through activities such
as supplier selection, packaging, transportation,
inventory storage, supply chain management,..

4
1. THE NATURE OF DISTRIBUTION CHANNEL
MANAGEMENT

➢ Content of distribution channel management


- Manage existing and active channels; or in other
words, operating the established channel system.

5
1. THE NATURE OF DISTRIBUTION CHANNEL
MANAGEMENT

➢ Content of distribution channel management


- Channel management aims to ensure cooperation
between channel members, which means
proactively taking measures to establish and
maintain that cooperation.

6
1. THE NATURE OF DISTRIBUTION CHANNEL
MANAGEMENT

➢ Content of distribution channel management


- Channel management to ensure implementation
of set distribution goals.

7
1. THE NATURE OF DISTRIBUTION CHANNEL
MANAGEMENT

➢ Characteristics of distribution channel management


- Channel management is the management of all activities of
the entire channel.

8
1. THE NATURE OF DISTRIBUTION CHANNEL
MANAGEMENT

➢ Characteristics of distribution channel management


- Involved in the most effective management of all flows

9
1. THE NATURE OF DISTRIBUTION CHANNEL
MANAGEMENT

➢ Characteristics of distribution channel management


▪ Is the management of independent individuals/organizations,
outside the enterprise

10
1. THE NATURE OF DISTRIBUTION CHANNEL
MANAGEMENT

➢ Characteristics of distribution channel management


Every channel member position has responsibility and management
ability; However, they have different roles, goals and management
orientations

11
1. THE NATURE OF DISTRIBUTION CHANNEL
MANAGEMENT

➢ Characteristics of distribution channel management


▪ Two levels of channel management:
▪ The extent and capabilities of channel management
depend on the type of channel organization established.

12
1. THE NATURE OF DISTRIBUTION CHANNEL
MANAGEMENT

➢ Orientation for distribution channel management


- Eliminate or narrow the gap (Channel Gap) between the
actual channel and the optimal channel

13
1. THE NATURE OF DISTRIBUTION CHANNEL
MANAGEMENT

➢ Orientation for distribution channel management


- The essence of applying tools and policies for channel
management is to try to narrow the Gap while ensuring
distribution costs are optimal

14
2. MANAGE FLOWS IN DISTRIBUTION CHANNELS

➢ Managing flows:
- Manage order flow, physical distribution, and
packaging returns

15
2. MANAGE FLOWS IN DISTRIBUTION CHANNELS

➢ Managing flows:
▪ Manage information flows

16
2. MANAGE FLOWS IN DISTRIBUTION CHANNELS

➢ Managing flows:
▪ Manage promotion flows

17
2. MANAGE FLOWS IN DISTRIBUTION CHANNELS

➢ Managing flows:
▪ Manage the flow of negotiations

18
2. MANAGE FLOWS IN DISTRIBUTION CHANNELS

➢ Managing flows:
▪ Manage payment flows

19
2. MANAGE FLOWS IN DISTRIBUTION CHANNELS

➢ Managing flows:
▪ Manage ownership transfer lines

20
2. MANAGE FLOWS IN DISTRIBUTION CHANNELS

➢ Managing flows:
▪ Sponsorship flow management

21
2. MANAGE FLOWS IN DISTRIBUTION CHANNELS

➢ Managing flows:
▪ Manage risk sharing flows

22
3. INFORMATION SYSTEM AND DISTRIBUTION
CHANNEL MANAGEMENT

➢ Elements of an information system:


- Hardware and network

23
3. INFORMATION SYSTEM AND DISTRIBUTION
CHANNEL MANAGEMENT

➢ Elements of an information system:


- Database

24
3. INFORMATION SYSTEM AND DISTRIBUTION
CHANNEL MANAGEMENT
➢ Impact
of information systems and channel
management:
- Impact on delivery of goods and services

25
3. INFORMATION SYSTEM AND DISTRIBUTION
CHANNEL MANAGEMENT

➢ Impact
of information systems and channel
management:
- Impact on the performance of flows

26
3. INFORMATION SYSTEM AND DISTRIBUTION
CHANNEL MANAGEMENT

➢ Impact
of information systems and channel
management:
- Impact on channel behavior

27
3. INFORMATION SYSTEM AND DISTRIBUTION
CHANNEL MANAGEMENT

➢ Impact
of information systems and channel
management:
- Impact on Channel Members' performance

28
4. ENCOURAGE DISTRIBUTION CHANNEL MEMBERS

➢ Detect the needs and difficulties of channel members

29
4. ENCOURAGE DISTRIBUTION CHANNEL MEMBERS

➢ Help channel members

30
4. ENCOURAGE DISTRIBUTION CHANNEL MEMBERS

➢ Encourage channel members

31
?.
MARKETING CHANNEL MANAGEMENT

THANK YOU

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