NRSG 121 Lecture Notes - Lecture 3: Secure Channel
Document Summary
The selection of channel members is the last (seventh) phase of channel design. The selection process consists of three basic steps: (1) finding prospective channel members, (2) applying selection criteria to determine whether these members are suitable, and (3) securing prospective members for the channel. Each firm must develop its own list of criteria for channel members for its particular objectives and allow for flexibility for changes in policies and objectives. An important point to note is that channel members do not always stand in line to be selected by producers and manufacturers. Chapter topics: channel member selection and channel design, the selection process, finding prospective channel members, applying selection criteria, securing the channel members. Channel selection decisions are frequently necessary even when channel structure changes have not been made. Firms may need additional outlets to allow for growth or to replace channel members that have left the channel. Channel design is presented as a decision faced by the marketer.
