1.  Customers desired service output
levels:
1. Lot size
2. Waiting time
3. Spatial convenience
4. Product Variety
5. Service backup

2.  Identifying major channel alternatives:
1. Types of intermediaries : The firm
need to identify the types of
intermediaries available to carry on its
channel work

3. 2. Number of intermediaries: Exclusive
distribution
i. Exclusive
ii. Selective
iii. Intensive

4.  Terms and responsibility of channel
partners:
 Each channel member must be
treated respectfully and given
opportunities to be profitable.

5.  Trade-relation mix:
1. Price policy
2. Conditions of sale
3. Territorial rights
4. Mutual services and responsibilities

6.  Evaluating channel members:
1. Economic
2. Control
3. Adaptive

7.  Channel management decisions:
1. Selecting channel members:
2. Training channel members
3. Motivating channel members: Channel
offering, Channel building programs

8.  Eliciting power to Co-operate:
1. Coercive power
2. Reward power
3. Legitimate power
4. Expert power
5. Referent power

9.  Channel Dynamics: distribution
channels do not stand still.
1. Conventional Marketing system
2. Vertical Marketing System
i. Corporate
ii. Administered
iii. Contractual

10. 3. Horizontal Marketing systems:
Symbiotic marketing
4. Multi-channel marketing systems

11.  Conflict , co-operation and
Competition:
1. Types: Vertical, Horizontal,
Multichannel
2. Causes

12. 3. Managing Channel Conflict:
i. Superordinate goals,
ii. Exchange persons,
iii. Cooptation,
iv. Joint membership,
v. Diplomacy
vi. Mediation
vii. Arbitration

13.  Legal & Ethical Issues in Marketing:
i. Exclusive Dealing
ii. Exclusive territories
iii. Tying arrangements: Full-line forcing
iv. Dealers Rights

14.  Wholesaling includes all the activities
involved in selling goods or services to
those who buy for resale or business
use.
 They are also called as distributors

15.  Functions of wholesalers;
i. Selling and promoting
ii. Buying and assortment building
iii. Bulk breaking
iv. Warehousing
v. Transportation
vi. Financing
vii. Risk bearing
viii. Market information
ix. Management services and counselling

16.  Retailing includes all activities involved in
selling goods or services directly to final
consumers for personal, non business use.
 Levels of service:
i. Self-service
ii. Self selection
iii. Limited service
iv. Full service

17.  Four broad positioning strategies:
i. Bloomingdale
ii. Tiffany
iii. Sunglass hut
iv. Wal-Mart

18. Bloomingdale Wal-mart
Tiffany Sunglass hut
Product
line
Value Added
Broad
Narrow

19. Communication
 Major Communication Skills
1. Encoding
2. Decoding
3. Response
4. Feedback

20. Developing effective communications:
1. Identify the target audience
2. Determine the communication objective
3. Design the message
4. Select the communication channel
5. Establish the total communication budget
6. Decide on the communication mix
7. Measure the communication results
8. Manage the integrated marketing
communication approach.

21. Communication strategy
 Marketing communication mix:
1. Advertising
2. Sales promotion
3. Public relation
4. Personal selling
5. Direct marketing