NRSG 121 Lecture 3: chapter_09_1

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28 Feb 2018
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Channel management is necessary, and a fundamental part of channel management is that of motivating the channel members. The three facets of motivation management in the channel are: (1) learning about the needs and problems of the channel members, (2) developing programs to support their needs, and (3) providing leadership. Good channel support programs require careful planning and fall into three areas: (1) cooperative agreements, (2) partnership and strategic alliances, and (3) distribution programming. Leadership must still be exercised on a continuing basis if motivation programs are to operate effectively and viably. Chapter topics: finding out the needs and problems of channel members, offering support to channel members, providing leadership to motivate channel members. The channel manager needs to stress the realization of the potential to serve his target markets effectively and efficiently. Channel management: the administration of existing channels to secure the cooperation of channel members in achieving the firm"s distribution objectives.

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