how should companies integrate channels and manage channel conflict?
TRANSCRIPT
An INTEGRATED MARKETING CHANNEL SYSTEM is one in which the strategies and tactics of selling through one channel reflect the
strategies and tactics of selling through one or more other channels.
Companies should use different sales for different-sized business customers:
• > direct sales force for large customers> telemarketing for midsize customers
> distributors for small customers
CHANNEL CONFLICT is generated when one channel member’s actions prevent another channel from achieving its goal.
STRATEGIC JUSTIFICATION : A convincing strategic justification serve distinctive segments and do not compete as much as they think can reduce potential for
conflict among channel members.
CO-OPTATION : Co-optation is an effort by one organisation to win the support of the leaders of another by including them into advisory councils, board of directors, etc.
SUPERORDINATE GOALS : Channel members can come to an agreement on the superordinate goal they are jointly seeking.
DIPLOMACY, MEDIATION AND ARBITRATION : When conflict is acute, the parties resort to these stronger means.
Created by NILESH RANA of IIT BHU under the guidance of
Prof. SAMEER MATHUR, IIM LUCKNOWwww.iiminternship.com
Thank you .