What are Channel Management Decisions in Marketing?

Channel management decisions consists of:

1. Selecting channel members – based on characteristics
   • Length of business
   • Other lines carried
   • Growth and profit record
   • Cooperativeness
   • Reputation
2. Motivating individual channel members
   • Positive – higher margins, discounts, premium, special deals, cooperative advertising allowances etc.
   • Negative – Reduce margins, slow-down etc.
3. Evaluating their performance over time – standards
   • Delivery time
   • Treatment of damaged goods and lost goods
   • Cooperation in company promotion
   • Training programs
   • Customer service