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Pricing issues in channel management

Pricing issues in channel management. Week 10 Instructor: Jungwan Lee. Anatomy of channel pricing structure. Annual statement studies, 1996 (Robert Morris Associates). Guidelines for effective channel pricing strategies. Profit margins Different classes of resellers Rival brands

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Pricing issues in channel management

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  1. Pricing issues in channel management Week 10 Instructor: Jungwan Lee

  2. Anatomy of channel pricing structure

  3. Annual statement studies, 1996 (Robert Morris Associates)

  4. Guidelines for effective channel pricing strategies • Profit margins • Different classes of resellers • Rival brands • Special arrangements • Conventional norms in margins • Margin variation on models • Price points • Product variations

  5. Five other issues in channel pricing • Exercising control in channel pricing • Changing price policies • Passing price increases through the channel • Using price incentives in the channel • Minimizing the gray market and free riding

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