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DECA Channel Management

5 Factors of Brand Positioning
1.) brand attribution: what brand delivers through features/benefits
2.) consumer expectations: what people expect to receive from brand
3.) competitor attributes: what features/benefits the other competitors offer in the market
4.) price: your prices vs. competitor’s prices
5.) consumer perceptions: perceived quality and value of brand’s product
Product Positioning
process of conveying to your target market the qualities and attributes of your brand that make it superior to competitor offerings
Some Word-of-Mouth Channels
1.) blogs
2.) social media/phones
3.) friend to friend
Communication Channels Used in Sales Promotion
advertising, sales promotion, events and experiences, public relations and publicity (business’ image) interactive/online marketing, word-of-mouth marketing (WOMM), personal selling/direct marketing
Channel Management
The process by which producer/supplier directs marketing activity by involving/motivating parties comprising its channel distribution; a process by which a company creates formalized programs for selling and servicing customers within a specific channel
**finding a distribution strategy (can be somewhat customizable depending on the channel/target market, but must stay consistent with the brand) for going to market
Types of Business Communications
Verbal (meetings, interviews, etc.)
written (memos, formal letters, bulletin boards)
electronic (web conferencing, social networking, email, etc.) nonverbal (expression, body position, tone of voice, personal space)
Vertical Communication
occurs between hierarchically positioned persons and can involve both downward and upward communication flows
Downward and Upward Communication
**downward: top managers/bosses communicate info with employees/smaller managers, “it may involve effectively managing the tone of the message, as well as showing skill in delegation to ensure the job is done effectively by the right person”

**upward: employees/smaller managers communicate in for with top managers/bosses
Risks of this…
-Fear of reprisal – people are afraid to speak their minds
-Filters – employees feel their ideas/concerns are modified as they get transmitted upward
-Time – managers give the impression that they don’t have the time to listen to employees

Lateral/Horizontal Communication
communication among persons who do not stand in hierarchical relation to one another. While recent trends to flatten organizations have enhanced the importance of lateral communications
-employee to employee, between coworkers, manager to manager, etc.
Diagonal Communications
communication between managers and workers located in different functional divisions
Distribution
The process of making a product/service available for use or consumption by a consumer of business user (utilizing either direct or indirect means); spreading a product throughout the marketplace
Direct Channel of Distribution
Model/method used by organizations to move products from production to buyer without the use of wholesalers and retailers; eliminates # of parties involved in distribution process – savings can be realized
“An organization using direct distribution must sell and distribute that product using their own warehouses and sales staff”
**B2C (business to consumer)
Indirect Channel of Distribution
relies on intermediaries to perform most or all distribution functions (a.k.a. wholesale distribution); profit passes through additional steps and parties before reaching the consumer
Explain the nature and scope of channel management
-Channel members (anyone involved in channel management) help store, distribute, and sell a business’ products
-intermediaries allow for greater efficiency for a firm/product’s availability to consumers
**a channel is effective when members are assigned task they can do best, when they cooperate to achieve channel goals
Channel Activities
Marketing
Packaging
Financing
Storage
Delivery
Merchandising
Personal selling
Intermediary
-Firm/person who acts as a mediator on a link between parties to a business deal, investment decision, negotiation, etc.
-Experts in displaying, merchandising, and providing convenient shopping locations/hours for customers
-move products from manufacturer to final consumer
Wholesaler
Person or firm that buys large quantity of goods from various producers or vendors, warehouses them, and resells to retailers
Explain the relationship between customer service and channel management
-maintain good customer service by delivering products in a timely manner, communicating effectively
-business must have the correct shipping info, correct products, friendly employees, must handle/solve customer complaints
Describe the use of technology in the channel management function
-businesses can use online channels of distribution (e-commerce)
-satellite tracking allows distributor to know where product is (package’s bar code is scanned a transition points on its route)
-problems: need to update systems, systems must be compatible between businesses/countries
Explain the nature of channels of distribution
The path a product take from its producer to the final destination
-either direct or indirect
-How can we best reach the target market? Where will customer go to buy product or service?
**ex.) wholesalers, retailers (outlets), online channels
-exclusive distribution, selective distribution, intensive distribution
Explain legal/ethical considerations in channel management
Ethical:
-ethics: knowing what is right/what isn’t; set of rules/standards that govern the conduct of (members of) a profession/business
-ethical guidelines are put in place to avoid conflict
-poor ethics while marketing/distributing a product—>weak customer loyalty and legal conflicts
-must communicate effectively with stakeholders (channel partners, vendors, parents company, etc.)

Legal:
-direct marketing is very controversial, especially when approaches are not asked for
-ex.) electronic spam/telemarketing can stretch the borders of ethics and legality

Coordinate channel management with other marketing activities
-dominant members of channel often control the channel itself
-all must communicate to make choices that will affect promotion, selling, marketing, pricing (minimizing costs), etc.
Explain the nature of channel-member relationships
Manufacturer–>intermediary/ies–>consumer

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