营销通路管理-.pptVIP

Chapter 6 Motivating the Channel Members Case: McDonald Why do customers dislike McDonald? The major complaints What is the problem? How to resolve the problem? Motivating Channel Members Basic Framework 1. Find out the needs and problems of channel members. 2. Offer support to the channel members that is consistent with their needs and problems. 3. Provide leadership through the effective use of power. Example: GM closed Oldsmobile Why did the dealers get angry? Their needs were not addressed They did not participate in the decision Channel Member Needs Problems Research studies of channel members Research studies by outside parties Marketing channel audits Distributor advisory councils Example: Loctite Why wouldn’t the distributors’ salespeople corporate? Loctite should have investigated their problem Some Issues Considered in Audit Supplier’s performance Distributor’s desire for autonomy Supplier’s desire to influence Supplier’s use of power Control relinquished to supplier by distributor Distributor’s satisfaction with the relationship Exmaple: Anheuser-Busch The retailers’ perception about “100% share of mind” changed from negative to positive Because of the information sharing in the council Cooperative Arrangements Cooperative advertising allowances Payments for interior displays Contests for buyers, salespeople, etc. Allowances for warehousing functions Payments for window display space Detail men who check inventory Demonstrators Coupon-handling allowance Free goods Example: Levi’s Why isn’t it successful? Ignore the need Lack of trust Lack of sensitivity Example: Warner Electric Why is it successful? Meet the needs Simple Mutual benefits Example: BMW The program makes all the parties happy The supplier offers complete support for every detail by fully understanding the needs of each party * Channel Management 9 Objective 1: The administration of existing channels to secure the cooperation of channel members in achieving the f