Channel management has become one of the most important components of a firm's competitive strategy, with mistakes often costing companies millions--and channel managers their careers.The Manager's Guide to Distribution Channelsprovides managers and decision makers with proven tools and go-to-market strategies for refining channel strategies and managing distribution relationships. Self-assessment tools combine with realworld cases and examples to give managers a nontheoretical, balanced blend of thought-provoking insights and hands-on tactics.

Linda Gorchels, Chuck West, and Edward Marien are on the School of Business faculty and program directors at the University of Wisconsin (Madison, WI). Gorchels is the author of The Product Manager's Handbook.

Preface	p. ix
An Executive Overview of Channel Structure	p. 1
Understanding Distribution	p. 3
Strategic Fit	p. 3
Management Issues	p. 14
Stages of Channel Redesign	p. 20
Key Points	p. 21
Forces Shaping Channel Strategy	p. 23
Channel Strategy as Part of Overall Business Strategy	p. 23
External Forces Impacting Channel Strategy	p. 28
Internal Forces Shaping Channel Strategy	p. 36
Key Points	p. 44
Supply Chain Management	p. 45
Fulfilling the Demands of Supply Chain Trading Partners	p. 45
Supply Chain Core Processes	p. 52
Key Points	p. 53
Legal Issues and the Reseller Contract	p. 55
Terminology	p. 56
The Legal Side of Marketing Policies	p. 57
Written Contracts	p. 61
Key Points	p. 66
Strategic Decisions	p. 67
Clarifying Requirements: A Roadmap for Business Executives	p. 69
Define Channel and Coverage Requirements	p. 69
Develop Channel Design	p. 81
Select Suitable Channel Partners	p. 83
Establish Mutual Performance Expectations	p. 83
Improve Channel Effectiveness	p. 84
Monitor Performance and Adjust Plans	p. 85
Key Points	p. 87
Channel Design	p. 90
Revisiting Channel Goals	p. 91
Renovating Existing Channels	p. 94
Managing Multiple Channels	p. 97
Building Hybrid Channels	p. 100
Key Points	p. 104
International Channel Design	p. 105
Targeting World Markets	p. 105
Evaluating Different International Channel Structures	p. 107
Selecting the Right Channel Partners	p. 109
Managing the Channel	p. 115
Key Points	p. 116
Selecting Suitable Channel Partners	p. 118
Search Methodology	p. 119
Assessing Your Channel Candidate	p. 123
Recruit and Sign the Best Candidates	p. 125
Key Points	p. 129
Managing the Ongoing Relationship	p. 131
Understanding the Distributor's World: Implications for Suppliers	p. 133
Distributor Definitions	p. 133
Manufacturer's Influence	p. 134
Forces of Change	p. 135
Manufacturing and Distributor Differences	p. 138
Changes in Distributor Operations	p. 141
Changes in Manufacturer and Distributor Relationships	p. 142
Strategic Implications for Manufacturers	p. 143
Key Points	p. 146
Establishing Mutual Performance Expectations	p. 147
Traditional Role Expectations	p. 147
Manufacturer Plans	p. 149
Distributor Plans	p. 151
Distributor Profiles	p. 155
How Distributors Evaluate Manufacturers	p. 158
Penetration Index	p. 159
Key Points	p. 160
Improving Channel Effectiveness	p. 161
Six Components to Improve Channel Effectiveness	p. 161
Selling to Your Distributors	p. 163
Selecting a Product Champion or Product-Line Specialist	p. 166
Coaching Your Product-Line Specialist	p. 168
Distributor Sales Training	p. 182
Using Promotions and Advertising	p. 188
Acting as a Business Consultant	p. 193
Key Points	p. 194
Monitoring Performance and Adjusting Plans	p. 195
Performance Monitoring	p. 195
Adjustments	p. 208
Key Points	p. 210
Index	p. 213
Table of Contents provided by Ingram. All Rights Reserved.

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The Manager's Guide to Distribution Channels

9780071428682

0071428682

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