Some factors affecting channel strategy choice
- Service output levels desired by consumers: lot size, waiting time,
spatial convenience, product variety, service back-up
- Product characteristics (size, weight, cost, standardisation, and
perishability)
- Middlemen characteristics
- Competitive characteristics
- Company characteristics
- Environmental characteristics (economical conditions, local regulations
and restrictions)
Key issues in managing channels
- Selection (most appropriate)
- Scope (intensity)
- Motivation
- Control (leads to vertical and horizontal marketing systems e.g.
Pepsico, banks in store etc.)
- Conflict
- Single or multiple distribution
- International considerations
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