The Manager's Guide to Distribution Channels

by Linda Gorchels, Chuck West, Edward J. Marien

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 LLC
Publication date:	04/23/2004
Edition description:	New Edition
Pages:	320
Product dimensions:	6.30(w) x 9.10(h) x 1.05(d)

About the Author

Linda Gorchels, Chuck West, and Edward Marien are on the School of Business faculty and program directors at the University of Wisconsin (Madison, WI). Gorchels is the author of The Product Manager's Handbook.

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Table of Contents

	Preface	ix
Part 1.	An Executive Overview of Channel Structure	1
1.	Understanding Distribution	3
	Strategic Fit	3
	Management Issues	14
	Stages of Channel Redesign	20
	Key Points	21
2.	Forces Shaping Channel Strategy	23
	Channel Strategy as Part of Overall Business Strategy	23
	External Forces Impacting Channel Strategy	28
	Internal Forces Shaping Channel Strategy	36
	Key Points	44
3.	Supply Chain Management	45
	Fulfilling the Demands of Supply Chain Trading Partners	45
	Supply Chain Core Processes	52
	Key Points	53
4.	Legal Issues and the Reseller Contract	55
	Terminology	56
	The Legal Side of Marketing Policies	57
	Written Contracts	61
	Key Points	66
Part 2.	Strategic Decisions	67
5.	Clarifying Requirements: A Roadmap for Business Executives	69
	Define Channel and Coverage Requirements	69
	Develop Channel Design	81
	Select Suitable Channel Partners	83
	Establish Mutual Performance Expectations	83
	Improve Channel Effectiveness	84
	Monitor Performance and Adjust Plans	85
	Key Points	87
6.	Channel Design	90
	Revisiting Channel Goals	91
	Renovating Existing Channels	94
	Managing Multiple Channels	97
	Building Hybrid Channels	100
	Key Points	104
7.	International Channel Design	105
	Targeting World Markets	105
	Evaluating Different International Channel Structures	107
	Selecting the Right Channel Partners	109
	Managing the Channel	115
	Key Points	116
8.	Selecting Suitable Channel Partners	118
	Search Methodology	119
	Assessing Your Channel Candidate	123
	Recruit and Sign the Best Candidates	125
	Key Points	129
Part 3.	Managing the Ongoing Relationship	131
9.	Understanding the Distributor's World: Implications for Suppliers	133
	Distributor Definitions	133
	Manufacturer's Influence	134
	Forces of Change	135
	Manufacturing and Distributor Differences	138
	Changes in Distributor Operations	141
	Changes in Manufacturer and Distributor Relationships	142
	Strategic Implications for Manufacturers	143
	Key Points	146
10.	Establishing Mutual Performance Expectations	147
	Traditional Role Expectations	147
	Manufacturer Plans	149
	Distributor Plans	151
	Distributor Profiles	155
	How Distributors Evaluate Manufacturers	158
	Penetration Index	159
	Key Points	160
11.	Improving Channel Effectiveness	161
	Six Components to Improve Channel Effectiveness	161
	Selling to Your Distributors	163
	Selecting a Product Champion or Product-Line Specialist	166
	Coaching Your Product-Line Specialist	168
	Distributor Sales Training	182
	Using Promotions and Advertising	188
	Acting as a Business Consultant	193
	Key Points	194
12.	Monitoring Performance and Adjusting Plans	195
	Performance Monitoring	195
	Adjustments	208
	Key Points	210
	Index	213