* All fees are exclusive of vat ** PREMIUM - Customize your learning experience
This course deals with channels of distribution, the means through which the vast array of products and services are made available to customers. In the age of globalization customers nowadays expect more and better channel choices for gaining access to products from all over the world.
What Do Participants Learn?
Understand the importance of channels in the context of the 4 P´s of Marketing
Understand what value channel members create
Analyze the different types of market coverage
Appreciate the main retail positioning strategies
Determine what type of intermediaries can be used in a channel.
Who Should Attend?
Directors and managers
Those who would like to develop and enhance their marketing skills
What Will the Learning Experience Include?
Comprehensive pre-program activities include:
Web-based information forms & surveys completed by attendee.
Direct consultation with the attendee about the expectations.
During the training, participants engage in data, activities, and conversations that lead to insight and knowledge.
Participants learn from expert trainers who have both academic and business experiences.
Highly applicable training content & instructive activities for adding depth to training topics.
**A half-day site visit for integrating the experience & plan next steps. Opportunities to provide connections, ideas & support.
Explore & Practice
Apply & sustain the learning experience by using this ongoing support:
To ensure participant has new skills or behavior progress.
Optional, fee-based mentoring & coaching with the trainer.
Training materials & additional documents (e-books, pdf files, presentations and articles)
Evaluate your training experience by giving us feedbacks and help us to reach our organizational goals.
Section One: The structure and function of marketing channels
The value that distribution channels create
Marketing flows in channels and contact efficiency
Typical channel structures
Service outputs of channels
Channel strategy defined
Gaining differential advantage with channels
Section Two: Retail and Wholesale
The characteristics of retailing
Retail marketing decisions: target markets and retail positioning strategy
Retail strategic profit model and Mgt Horizons Impact Model
Retail store brands & retail trends
Types of wholesalers
Section Three: Channel design and the selection of channel members
Key challenges in channel design
Direct or indirect distribution
Exclusive-, selective-, intensive distribution
Variables affecting channel structure & who engages in channel design
The process of selecting channel members
What channel partners expect to get from the manufacturer
Section Four: Power and conflict in distribution channels; Franchising
Why power is used in channels
The nature of channel conflict and conflict resolution strategies
Franchising advantages and disadvantages for the franchisor and for the franchise
Types of franchising
Franchise sales process
Key success drivers in franchising
Section Five: Electronic and service channels
The structure of electronic marketing channels
Disintermediation versus reintermediation
Mobile electronic channels
Advantages and disadvantages of electronic marketing channels
Service channels: special characteristics of services
Customization of services and customer involvement