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Ch. 14:EVALUATING CHANNEL MEMBER PERFORMANCE

Ch. 14:EVALUATING CHANNEL MEMBER PERFORMANCE. Scope and Frequency Determined by. 1. Degree of manufacturer control 2. Relative importance of channel member 3. Nature of the product 4. Number of channel members involved. Day-to-Day vs. Performance Evaluation. Routine day-to-day

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Ch. 14:EVALUATING CHANNEL MEMBER PERFORMANCE

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  1. Ch. 14:EVALUATING CHANNEL MEMBER PERFORMANCE

  2. Scope and Frequency Determined by • 1. Degree of manufacturer control • 2. Relative importance of channel member • 3. Nature of the product • 4. Number of channel members involved

  3. Day-to-Day vs. Performance Evaluation • Routine day-to-day • Channel member performance audit • 3 phases • 1. Developing criteria • 2. Applying performance criteria • 3. Recommending corrective action

  4. CRITERIA FOR EVALUATION • Sales performance • Inventory maintenance • Selling capabilities • How competitive product lines and competitors are handled • Attitudes • General growth prospects • Other

  5. METHODS OF APPLYING CRITERIA • Separate performance evaluations on one or more criteria • Multiple criteria combined informally • Multiple criteria combined formally to arrive at a quantitative index (weighting procedure)

  6. CORRECTIVE ACTIONS • Terminations should be the last resort • STEPS • 1. Find out needs and problems • Must use proactive approach to determine above • 2. Program of support that is congruent with needs and problems • 3. Leadership • 4. Understand constraints

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