Marketing Channels: Distribution Channel Marketing Management
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Marketing Channels: Distribution Channel Marketing Management Course
Introduction:
Distribution channels are crucial for businesses as they enable the seamless delivery of goods or services to customers. Failing to select the right partners for this purpose can result in dissatisfied customers and inadequate service provision. Establishing an efficient process from warehouse to customer can significantly impact how customers perceive your business.
The advent of new technologies and globalization has profoundly transformed marketing channels and customer preferences regarding their usage. Distribution channels play a pivotal role in business strategy and, when strategically planned, can provide a competitive edge over rivals.
Course Objectives:
At the end of the Marketing Channels: Distribution Channel Marketing Management Training Course, delegates will be able to:
- Understand the distribution channel dynamics and how it fits the overall product marketing mix
- Assess and select the most strategic value-added partnerships that complement core marketing activities
- Define the most effective distribution channel strategies that enhance the go-to-market models
- Develop the collaborative distribution channel approaches that provide broader market coverage and consumer reach
- Manage and measure the distribution channel effectiveness and delivery capabilities
- Understand what value channel members create
- Analyze the different types of market coverage
- Appreciate the main retail positioning strategies
- Determine what type of intermediaries can be used in a channel
Who Should Attend?
Marketing Channels: Distribution Channel Marketing Management Training Course, is ideal for:
- Sales- and Marketing professionals who work in a channel function
- Participants will be involved in the selection of and cooperation with channel members such as retailers, wholesalers, franchisees.
- Professionals who are working in either retail or wholesale
- Participants who are considering to become a franchisee or a franchisor
Course Outlines:
The structure and function of marketing channels
- The value that distribution channels create
- Marketing flows in channels and contact efficiency
- Typical channel structures
- Service outputs of channels
- Channel strategy defined
- Gaining differential advantage with channels
Retail and Wholesale
- The characteristics of retailing
- Retail marketing decisions: target markets and retail positioning strategy
- Retail strategic profit model and Mgt Horizons Impact Model
- Non-store retailing
- Retail store brands & Retail Trends
- Types of wholesalers
Channel design and the selection of channel members
- Key challenges in channel design
- Direct or indirect distribution
- Exclusive-, selective-, intensive distribution
- Variables affecting channel structure & who engages in channel design
- The process of selecting channel members
- What channel partners expect to get from the manufacturer
Power and conflict in distribution channels; Franchising
- Why power is used in channels
- The nature of channel conflict and conflict resolution strategies
- Franchising advantages and disadvantages for the franchisor and for the franchisee
- Types of franchising
- Franchise sales process
- Key success drivers in franchising
Electronic- and service channels
- The structure of electronic marketing channels
- Disintermediation versus reintermediation
- Mobile electronic channels
- Advantages and disadvantages of electronic marketing channels
- Service channels: special characteristics of services
- Customization of services and customer involvement