Marketing Channel Strategy
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that each channel member should receive. Of course, being responsible for a larger propor- tion of a low-value function might not create as much value as performing even a smaller percentage of a highly valued function. Thus, being the “busy” channel member does not always signal high value creation. We return to this notion in our discussion of the equity principle in the next subsection. In the meantime, what does it imply when an end-user generates channel profits? If end-users buy large quantities and plan to use them after the time of purchase, they pay in advance and are willing to store a product for later use. These valued channel functions are costly for the customer, just as they would be for any other channel member, so their performance merits some reward. In general, the reward for end-users who perform valued channel functions is lower prices. In addition to determining carefully which actors to include in the efficiency template, a separate efficiency template should be devised for each channel that distributes the product to a targeted segment of end-users. Such separation is abso- lutely necessary, because a channel member involved in selling to retail buyers (e.g., retailer) does not bear any channel function costs in the direct sales channel, but it bears plenty of them in the retail channel. Finally, the analyst might lack full financial data about the costs borne by each channel member. Without precise ratings—because we do not know precisely how much of a particular function’s cost gets borne by each particular channel member—do we need to discard the efficiency template? Absolutely not, as long as some ranking data are available to calibrate the relative intensity of the per- formance of each function. Even rough rankings can provide a reasonably good approximation of the relative value created by each channel member. As with any system, the rougher the approximations, the rougher the resulting estimates, but these approximations still tend to be far more informative than an analysis that ignores the relative value added by each channel member. CHANNEL BASICS 57 In summary, the efficiency template is a useful tool for codifying the costs borne and the value added to the channel by each channel member, including end-users. Among its many uses, the efficiency template can reveal how the costs of particular functions get shared among channel members, indicate how much each channel member contributes to overall value creation in the channel, and demonstrate how important each function is to total channel performance. It also can be a powerful explanatory tool and justification for current channel performance or changes to existing operating channels. In an omni-channel design, for products sold through multiple channels, the efficiency templates can be compared to find differences in the costs of running the different channels, which may help lower costs without compromising desired service output levels. Evaluating Channels: The Equity Principle The normative profit shares calculated from the efficiency template for an operating channel reveal what share of the total channel profits that each channel member generates through its efforts. This normative share should relate to the actual share of total channel profits each channel member receives, according to our definition of the tải về 5.39 Mb. Chia sẻ với bạn bè của bạn:
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