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B2B Channel Partners

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Sushma Jeswani Talreja
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85 views10 pages

B2B Channel Partners

hii

Uploaded by

Sushma Jeswani Talreja
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter Nine

Business Marketing Channels: Partnerships for Customer Service

KEY OBJECTIVES OF MARKETING CHANNELS


DELIVER NEEDED GOOD OR SERVICE
PLACE THE GOOD/SERVICE WHERE IT IS WANTED HAVE THE GOOD/SERVICE WHEN IT IS WANTED

MARKETING CHANNEL DIFFICULTIES


CHANNELS ARE EXPENSIVE TO ESTABLISH CHANNELS ARE COSTLY TO COORDINATE CHANNELS ARE SLOW TO ADAPT TO ENVIRONMENTAL CHANGES

WHAT DISTRIBUTORS DO
CONTRIBUTION TO MANUFACTURERS MARKET COVERAGE SALES CONTACTS INVENTORY AVAILABILITY CONTRIBUTION TO CUSTOMERS PRODUCT AVAILABILITY PRODUCT ASSORTMENT FITTING ORDER QUANTITY

ORDER PROCESSING
MARKET INTELLIGENCE CUSTOMER SUPPORT

CREDIT
SERVICE TECHNICAL SUPPORT

HOW TO DESIGN A CHANNEL


Identify and forecast user service needs

Create a vision of the ideal channel

Evaluate current channels and other options

Gap Analysis Implement the best option and manage the system

SOURCES OF CONFLICT IN MARKETING CHANNELS


GOAL CONFLICT SALES GROWTH VS. PROFITS HOW THINGS GET DONE WHO DOES WHAT & WHEN IS IT DONE CONFLICTING VIEWPOINTS OUR VIEWPOINT VS. YOUR VIEWPOINT

HOW CHANNEL MEMBERS CAN REACT TO CONFLICT


EXITCan leave the relationship VOICECan find a means to articulate dissatisfaction

LOYALTYCan continue to persevere in face of


conflict AGGRESSIONCan openly or covertly take actions to injure the conflict party NEGLECTCan leave the conflict untreated and

fade away

OPTIONS FOR RESOLVING CONFLICT


1. PRIVATE REFEREESPanel of channel members serve as a forum 2. THIRD PARTY SOLUTIONSMediated resolution 3. EMPATHIC MECHANISMS
Use of a specialist Join Partners Industry Association Exchange personnel

SOURCES OF CHANNEL POWER


1. REWARD POWERAbility to provide days off for specific outcome/behavior 2. COERCIVE POWERAbility to punish for failure to perform 3. INFORMATION POWERAbility to obtain information others do not have 4. EXPERT POWERAbility to gain an advantage by what you know 5. REFERENT POWERAbility to influence by serving as the model of best practices

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