The Manager's Guide to Distribution Channels / Edition 1

The Manager's Guide to Distribution Channels / Edition 1

by Linda Gorchels, Edward Marien, Chuck West
     
 

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ISBN-10: 0071428682

ISBN-13: 9780071428682

Pub. Date: 04/23/2004

Publisher: McGraw-Hill Professional Publishing

Channel management has become one of the most important components of a firm's competitive strategy, with mistakes often costing companies millions—and channel managers their careers. The Manager's Guide to Distribution Channels provides managers and decision makers with proven tools and go-to-market strategies for refining channel strategies and

Overview

Channel management has become one of the most important components of a firm's competitive strategy, with mistakes often costing companies millions—and channel managers their careers. The Manager's Guide to Distribution Channels provides managers and decision makers with proven tools and go-to-market strategies for refining channel strategies and managing distribution relationships. Self-assessment tools combine with realworld cases and examples to give managers a nontheoretical, balanced blend of thought-provoking insights and hands-on tactics.

Product Details

ISBN-13:
9780071428682
Publisher:
McGraw-Hill Professional Publishing
Publication date:
04/23/2004
Edition description:
New Edition
Pages:
320
Product dimensions:
6.40(w) x 9.40(h) x 0.91(d)

Table of Contents

Prefaceix
Part 1.An Executive Overview of Channel Structure1
1.Understanding Distribution3
Strategic Fit3
Management Issues14
Stages of Channel Redesign20
Key Points21
2.Forces Shaping Channel Strategy23
Channel Strategy as Part of Overall Business Strategy23
External Forces Impacting Channel Strategy28
Internal Forces Shaping Channel Strategy36
Key Points44
3.Supply Chain Management45
Fulfilling the Demands of Supply Chain Trading Partners45
Supply Chain Core Processes52
Key Points53
4.Legal Issues and the Reseller Contract55
Terminology56
The Legal Side of Marketing Policies57
Written Contracts61
Key Points66
Part 2.Strategic Decisions67
5.Clarifying Requirements: A Roadmap for Business Executives69
Define Channel and Coverage Requirements69
Develop Channel Design81
Select Suitable Channel Partners83
Establish Mutual Performance Expectations83
Improve Channel Effectiveness84
Monitor Performance and Adjust Plans85
Key Points87
6.Channel Design90
Revisiting Channel Goals91
Renovating Existing Channels94
Managing Multiple Channels97
Building Hybrid Channels100
Key Points104
7.International Channel Design105
Targeting World Markets105
Evaluating Different International Channel Structures107
Selecting the Right Channel Partners109
Managing the Channel115
Key Points116
8.Selecting Suitable Channel Partners118
Search Methodology119
Assessing Your Channel Candidate123
Recruit and Sign the Best Candidates125
Key Points129
Part 3.Managing the Ongoing Relationship131
9.Understanding the Distributor's World: Implications for Suppliers133
Distributor Definitions133
Manufacturer's Influence134
Forces of Change135
Manufacturing and Distributor Differences138
Changes in Distributor Operations141
Changes in Manufacturer and Distributor Relationships142
Strategic Implications for Manufacturers143
Key Points146
10.Establishing Mutual Performance Expectations147
Traditional Role Expectations147
Manufacturer Plans149
Distributor Plans151
Distributor Profiles155
How Distributors Evaluate Manufacturers158
Penetration Index159
Key Points160
11.Improving Channel Effectiveness161
Six Components to Improve Channel Effectiveness161
Selling to Your Distributors163
Selecting a Product Champion or Product-Line Specialist166
Coaching Your Product-Line Specialist168
Distributor Sales Training182
Using Promotions and Advertising188
Acting as a Business Consultant193
Key Points194
12.Monitoring Performance and Adjusting Plans195
Performance Monitoring195
Adjustments208
Key Points210
Index213

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