Home > Flashcards > Other > Marketing Channels

Details Title: Marketing Channels Description: Chapter 09 - Motivating the Channel Members Total Flash Cards: 13 Created: 10/30/2003 08:00:00	To study from this set of flash cards, or to create your own your own study flash cards, register HERE. If you are already a registered user, CLICK HERE.
Cards Term Channel Management Definition The administration of existing channels to secure the cooperation of channel members in achieving the firm’s distribution objectives. Term What does "existing channels" mean? Definition assuming that the channel structure has already been designed Term What does "secure the cooperation of channel members" mean? Definition administrative actions are necessary to secure channel members’ cooperation Term What does "distribution objectives" mean? Definition statements describing the part that the distribution component of the marketing mix is expected to play in achieving the firm’s overall marketing objectives. Term Motivation Definition Refers to the actions taken by the manufacturer to foster strong channel member cooperation in implementing the manufacturer’s distribution objectives. Term Three basic facets involved in motivation management Definition 1. Finding out the needs and problems of channel members 2. Offering support to the channel members that is consistent with their needs and problems 3. Providing leadership through the effective use of power Term What are the approaches to finding out the needs and problems of channel members Definition - Research Studies of Channel Members - Research Studies by Outside Parties - Marketing Channel Audits - Distributor Advisory Councils Term Three categories of programs for providing channel member support: Definition - Cooperative - Partnership or Strategic Alliance – - Distribution Programming Term Cooperative Approach Definition Most common means of motivating channel members in conventional, loosely aligned channels Term - Partnership or Strategic Alliance Approach Definition Stress a continuing and mutually supportive relationship between the manufacturer and its channel members in an effort to provide a more highly motivated team, network or alliance of channel members. Term - Distribution Programming Approach Definition Most comprehensive approach for achieving a highly motivated channel team. Deals with virtually all aspects of the channel relationship. Defined as a comprehensive set of policies for the promotion of a product through the channel. Essence of this approach is the development of a planned, professionally managed channel. Term Three major category groups of distribution policies: Definition - those offering price concessions to channel members - those offering financial assistance - those offering some kind of protection for channel members Term Several significant challenges characteristic of the interorganizational setting of the marketing channel Definition - 1. The looseness of the organization of many channel systems, - 2. A proclivity by channel members to avoid central direction - 3. Lack of single ownership - 4. No clear demarcation of a superior-subordinate relationship.