营销通路管理-06.ppt

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1、Chapter6MotivatingtheChannelMembersCase:McDonaldWhydocustomersdislikeMcDonald?ThemajorcomplaintsWhatistheproblem?Howtoresolvetheproblem?ChannelManagement9Objective1:Theadministrationofexistingchannelstosecurethecooperationofchannelmembersinachievingthef

2、irm’sdistributionobjectivesChannelManagement:MotivationManagement:9MotivationManagementTheactionstakenbythemanufacturerstofosterchannelmembercooperationinimplementingthemanufacturer’sdistributionobjectives9ChannelManagementversusChannelDesignObjective2

3、:“Settingup”thechannelChannelDesignChannelManagement“Running”thechannel9MotivatingChannelMembersObjective3:BasicFramework1.Findouttheneedsandproblemsofchannelmembers.2.Offersupporttothechannelmembersthatisconsistentwiththeirneedsandproblems.3.Providelea

4、dershipthroughtheeffectiveuseofpower.Example:GMclosedOldsmobileWhydidthedealersgetangry?TheirneedswerenotaddressedTheydidnotparticipateinthedecision9ChannelMemberNeeds&ProblemsObjective4:ResearchstudiesofchannelmembersResearchstudiesbyoutsidepartiesMar

5、ketingchannelauditsDistributoradvisorycouncilsApproachesforlearningaboutmemberneeds&problems:9ResearchStudiesofChannelMembersLessthan1percentofmanufacturers’researchbudgetsisspentonchannelmemberresearch!BUT:Manufacturer-initiatedresearchcanbeusefulbecau

6、secertaintypesofneedsorproblemsmaynotbeatallobvious.Example:LoctiteWhywouldn’tthedistributors’salespeoplecorporate?Loctiteshouldhaveinvestigatedtheirproblem9ResearchStudiesbyOutsidePartiesWhyuseoutsidepartiestoconductresearch?Theyprovideahigherassurance

7、ofobjectivity.Theyprovidealevelofexpertisethatthemanufacturermaynotpossess.MarketingChannelAudits9Focusofchannelmanager’sapproach:•Gatherdataonhowchannelmembersperceivethemanufacturer’smarketingprogramanditscomponentparts.•Locatethestrengthsandweaknesse

8、sintherelationships.•Learnwhatisexpectedofmanufacturerstomakethechannelrelationshipviableandoptimal.9MarketingChannelAuditsWhatmakesmarketingchannelauditsmosteffective?Itshouldidentifyanddefineindetailtheissuesrelevanttothemanufa