Channel management decisions:

1. Selecting channel members:2. Training channel members3. Motivating channel members:

Channel offering, Channel building programs

Eliciting power to Co-operate:1. Coercive power2. Reward power3. Legitimate power4. Expert power5. Referent power

Channel Dynamics: distribution channels do not stand still.

1. Conventional Marketing system2. Vertical Marketing Systemi. Corporateii. Administerediii. Contractual

3. Horizontal Marketing systems: Symbiotic marketing

4. Multi-channel marketing systems

Conflict , co-operation and Competition:

1. Types: Vertical, Horizontal, Multichannel

2. Causes

3. Managing Channel Conflict: i. Superordinate goals, ii. Exchange persons, iii. Cooptation, iv. Joint membership,v. Diplomacyvi. Mediation vii. Arbitration

Legal & Ethical Issues in Marketing:

i. Exclusive Dealingii. Exclusive territoriesiii. Tying arrangements: Full-line

forcingiv. Dealers Rights

Wholesaling includes all the activities involved in selling goods or services to those who buy for resale or business use.

They are also called as distributors

Functions of wholesalers;i. Selling and promotingii. Buying and assortment buildingiii. Bulk breakingiv. Warehousingv. Transportationvi. Financingvii. Risk bearingviii. Market informationix. Management services and counselling

Retailing includes all activities involved in selling goods or services directly to final consumers for personal, non business use.

Levels of service:i. Self-serviceii. Self selectioniii. Limited serviceiv. Full service

Four broad positioning strategies:i. Bloomingdaleii. Tiffanyiii. Sunglass hutiv. Wal-Mart

Bloomingdale Wal-mart

Tiffany Sunglass hutProduct line

Value Added

Broad

Narrow

Globalisation

Globalization is often used to refer to economic globalization, that is, integration of national economies into the international economy through trade, foreign direct investment, capital flows, migration, and the spread of technology.

At the company level globalisation means the company commits itself with several manufacturing locations around the world and offers products in several diversified industries

A company which has gone global is called a multinational corporation (MNC).

The global company views the world as one market, minimises the importance of national boundaries, raises capital and markets wherever it can do the job best.

For a long time businessmen believed that home markets were adequate and safe.

But now the slogan is Globalise or Perish.

Supranational enterprise is a further development chartered by a non-political international body such as IMF or World Bank.

A global company has six charecteristics:1. It is a conglomerate of multiple units (located

in different parts of the globe).2. Multiple units draw on a common pool of

resources such as money, credit, information, patents, trade names and control systems.

3. The units respond to some common strategy.4. Product presence in different parts of the world5. Human resources contain high diversity6. Transactions involving intellectual properties

such as copyrights, patents, trade marks, and process technology across the globe

Startegies to go global1. Deciding whether to go global2. Deciding which markets to enter3. Deciding how to enter the market4. Learning to handle differences5. Adjusting the management process6. Selecting a managerial approach7. Deciding organisation structure

Communication strategy

Marketing communication mix:1. Advertising2. Sales promotion3. Public relation 4. Personal selling5. Direct marketing

Communication

Major Communication Skills1. Encoding2. Decoding3. Response4. Feedback

(Noise)

Developing effective communications:

1. Identify the target audience 2. Determine the communication objective3. Design the message (AIDA model)

4. Select the communication channel (p & np)

5. Establish the total communication budget6. Decide on the communication mix7. Measure the communication results