Warren J. Keegan
Overview
❚ Channel Objectives & Constraints
❚ Distribution Channels
❚ International Channel Innovation
❚ Channel Strategy for New Market Entry
❚ Physical distribution & logistics
❚ Case Example: Japan
❚ Summary
❚ Customer characteristics
❙ customer number, geographic distribution,
income, shopping habits, reactions to different
selling methods
❙ Need for multiple channels increases as the
number of customers increased
❚ Product characteristics
❙ perishability, service requirements, bulk
❚ Middleman characteristics
❙ attitude towards the manufacturer
❘ selection & care of distributors & agents
❘ distributor & agent performance
❘ termination
❚ Environmental characteristics
❙ economic, social & political dimensions
❚ Door-to-door
❚ Manufacturer-owned store
❚ Franchise operations
❚ Combined structures
❚ 3 Options
❙ Manufacturer’s sales forces
❙ Distributor
❙ Wholesaler
❚ Order processing
❚ Warehousing
❚ Inventory management
❚ Transportation