Course description
Distribution channels are important to businesses as they allow for the smooth delivery of goods or services to a customer. If a business does not source the best collection of businesses for this purpose, it can lead to unhappy customers and an inadequate provision of services. Creating an efficient process from warehouse to customer can make a huge difference in how customers view your business.
New technologies as well as globalization have dramatically transformed marketing channels and the way, how and where customers want to use them. Channels of distribution are a critical element of business strategy which, if planned properly, enables companies to build up a competitive advantage over their rivals.
Marketing Channels: Distribution Channel Marketing Management trainingcourse 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 the products from all over the world.
Upcoming start dates
Suitability - Who should attend?
Marketing Channels: Distribution Channel Marketing Management Training Course,is ideal for::
- Sales- and Marketing professionals who work in a channel function
- Participants will be involved in the selection of and cooperation with channel members such as retailers, wholesalers, franchisees.
- Professionals who are working in either retail or wholesale
- Participants who are considering to become a franchisee or a franchisor
Outcome / Qualification etc.
At the end of theMarketing Channels: Distribution Channel Marketing Management Training Course,delegates will be able to:
- Understand the distribution channel dynamics and how it fits the overall product marketing mix
- Assess and select the most strategic value-added partnerships that complement core marketing activities
- Define the most effective distribution channel strategies that enhance the go-to-market models
- Develop the collaborative distribution channel approaches that provide broader market coverage and consumer reach
- Manage and measure the distribution channel effectiveness and delivery capabilities
- Understand what value channel members create
- Analyse the different types of market coverage
- Appreciate the main retail positioning strategies
- Determine what type of intermediaries can be used in a channel
Training Course Content
Day 1
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
Day 2
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
- Non-store retailing
- Retail store brands & Retail Trends
- Types of wholesalers
Day 3
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
Day 4
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 franchisee
- Types of franchising
- Franchise sales process
- Key success drivers in franchising
Day 5
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
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London Premier Centre is a UK leading training provider based in London and specialises in international short courses. Our inspiring, comprehensive portfolio of more than 400 professional development courses and seminars covers a wide range of professions from Administration, Leadership,...