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How should companies integrate channels & manage channel ? , Chapter-14

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Sameer Mathur
Sameer Mathur

This presentation briefs about how companies should integrate and manage channel.

Marketing
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HOW SHOULD COMPANIES INTEGRATE CHANNELS & MANAGE CHANNEL CONFLICT ? CHAPTER:14
For Integration of Channels Company should……
Use different sales channels for different-sized business customers Direct Sales Force-> Large Customer Telemarketing -> Mid-size Customer Distributors -> Small Customers
Decide how much of company’s product to offer in each of the channel
Channel Conflicts are managed by…….
Strategic Justification Channels distributed over different markets do not compete with each other. Make this clear !
Dual Compensation Pay existing channels for sales made through new channels
Employee Exchange Exchange persons b/w two or more channel levels.
Subordinate Goal Members agree to fundamental goal of Market Share or Customer Satisfaction
Legal Recourse If nothing works, a channel partner may choose to file a lawsuit
DISCLAIMER Created by Khushi Sahu, IIT BHU,during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMinternship.com

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How should companies integrate channels & manage channel ? , Chapter-14