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23 - Channel Design Decisions.

23 - Channel Design Decisions.

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Published by: zakavision on Dec 23, 2010
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12/23/2010

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Channel Design Decisions. Designing a marketing channel system involves following steps. 1.

Analyzing customer’s desired service output level. • • • • • Lot size Waiting & product delivery time Spatial convenience Product variety Service backup

2. Establishing objectives & constraints. 3. Identifying major channel alternatives. • Types intermediaries • Number of intermediaries • Terms & responsibilities of channel members -Price policy -Conditions of sale -Distributors territorial rights -Mutual services & responsibilities 4. Evaluating major alternatives • • Economic criteria Control & adaptive criteria

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