Designing and managing integrated
marketing channels
SHUBHAM VERMA
IIT GUWAHATI
What decisions do companies have to
face in managing their channels?
What if some othe outlets of mcdonalds , Shell oil or Mercedes appeard dirty inefficient and unpleasant
What if some of the outlets of
mcdonalds , Shell oil or Mercedes
appeared dirty inefficient and
unpleasant ?
Microsoft requires its third party service engineers to complete a set of
courses and take certification exams .
Pass students recognised as MICROSOFT CERTIFIED PROFESSIONALS and can
use this designation for their own business
Channel Power
Channel power is the ability to
alter channel members’ behaviour
So they take actions they would
not have taken otherwise
Different channel powers
• Coercive power – in case of relation
withdrawal
• Reward power – extra benefit
• Legitimate power – contract/SLA ‘s
• Expert power – manufacturer’s expert
knowledge
• Referent power – intermediaries’ reputation
What if, some of the intermediaries are not work effectively ? Imagine how it would affect our business.
What if, some of the intermediaries are not work effectively ?
Imagine how it would affect our business.
Would it work if a company uses the same 50 year old strategy for their business ?
Would it work if a company uses the same
50 year old strategy for their business ?
Modifying channel design and arrangements.
Adding or dropping new channel
members to develop a
completely new way to sell goods
"These slides were created by Shubham Verma( IIT Guwahati ) as part of an internship done under the guidance of Prof. Sameer Mathur(www.IIMInternship.com)"