Essentials of Marketing

15 Channel Management

DOI: 10.4324/9781003170891-20

LEARNING OBJECTIVES

• ‣ To explore the importance of designing and managing an effective route to market
• ‣ To compare the roles and duties of different channel intermediaries
• ‣ To analyse how power and conflict can undermine channel efficiency
• ‣ To evaluate different approaches to balancing intermediary and customer requirements

PHOTO 15.1Amazon sell their own and other companies’ products direct to customers.

Introduction

Most manufacturers use partner organisations to reach customers through a ‘channel’. Without these partners, they would have to sell and deliver direct to customers, which ...