| Program Content |
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Distribution Channel Management: A Framework for Design and Management |
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Channel design issues |
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Channel coordination issues |
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Service Output Demands: How (Not Just What) Your End-Users Buy |
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Identifying what service outputs matter in your market |
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Using
service output demands to segment your market for
effective distribution channel design |
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Targeting the highest-potential channel segments in your market |
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Optimizing Your Channel Structure to Meet End-Users' Demands |
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What
types of channel intermediaries to use |
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How
intensively to distribute |
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Allocating
channel flows and functions to specific channel members |
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Assessing Demand-Side and Supply-Side Gaps in the Current Channel Strategy |
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Defining environmental and managerial bounds on optimal
channel design |
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Relating bounds to the creation of channel gaps |
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Distinguishing between demand-side and supply-side
gaps |
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Identifying
and prioritizing strategies for attacking channel
gaps |
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Channel Coordination |
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Coordination
as the goal of channel management |
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Building
channel-wide goals |
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Benefits
of channel coordination |
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Using Channel Power to Influence Channel Partners' Behavior |
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Channel
power as a means of influence |
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Sources
and uses of channel power |
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Channel
power as an investment in profitability |
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Identifying and Managing Channel Conflict |
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Types
of channel conflict |
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Tools
for managing channel conflict |
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Supply Chain Management in the Marketing Channel |
