Geico didn’t simply find itself owning the online, direct channel. It analyzed its customer needs and competitors’ positions and chose a strategy to accelerate sales growth: Geico defined and managed its channel strategy. The Channel Management Process The channel management process contains five steps. 1. Analyze the Consumer We begin the process of channel management by answering two questions. First, to whom shall we sell this merchandise immediately? Second, who are our Read More
Marketing Channels vs Supply Chains
We have discussed the channel partners, the roles they fill, and the structures they create. Marketers have long recognized the importance of managing distribution channel partners. As channels have become more complex and the flow of business has become more global, organizations have recognized that they need to manage more than just the channel partners. They need to manage the full chain of organizations and transactions from raw materials through final delivery to the customer— in Read More