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  1. Marketing Channel systems:course layout

  2. I. Channel Strategy • Extensive, selective or exclusive distribution • Push (sales forces) VS Pull (sales promotion) • Dual VS Multiple distribution II. Channel Structure III. Channel Organization IV. Channel Management V. Channel Performance

  3. I. Channel Strategy • Number of levels in the channel/ Extent to intermediation/ Institutions • Number of locations in a market • Functional allocation • Functions: Who does what? Redundancy? • Flows • Integration Vs Spin-off • Size of intermediaries II. Channel Structure III. Channel Organization IV. Channel Management V. Channel Performance

  4. I. Channel Strategy II. Channel Structure • Legal structure • Ownership • Format: franchising, cooperative, programmed merchandising III. Channel Organization IV. Channel Management V. Channel Performance

  5. I. Channel Strategy II. Channel Structure III. Channel Organization • Who leads the channel? • Where do they get the authority or power to lead? • How much conflicts/cooperation? IV. Channel Management V. Channel Performance

  6. I. Channel Strategy II. Channel Structure III. Channel Organization • Effectiveness: the ability to reach the market • Efficiency: performance of the channel (matrix of performance) • Equity IV. Channel Management V. Channel Performance

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