Objective 1:                                           10
                                                           10
              Marketing Mix Resources
              Marketing Mix Resources
        By understanding how the other marketing
        By understanding how the other marketing
         mix variables interface with the channel
          mix variables interface with the channel
          variable, and the implications of such,
           variable, and the implications of such,
         the channel manager could coordinate all
          the channel manager could coordinate all
       strategic components to create the synergy 
        strategic components to create the synergy 
            needed to meet customers’ needs.
             needed to meet customers’ needs.
                                
   Objective 2:                                            10
                      Product-Channel                      10
                      Product-Channel
                  Management Interfaces
                  Management Interfaces
              New product planning 
                  & development
                         The product life cycle
                                       Strategic product 
      3 Major                             management
      areas of
      product
      management
                                
   Objective 3:                                          10
                 New Product Planning                    10
                 New Product Planning
   1.  What input, if any, can channel members provide into new product 
    1.  What input, if any, can channel members provide into new product 
       planning?
        planning?
   2.  What has been done to assure that new products will be acceptable to 
    2.  What has been done to assure that new products will be acceptable to 
       the channel members?
        the channel members?
   3.  Do the new products fit into the present channel members’ 
    3.  Do the new products fit into the present channel members’ 
       assortments?
        assortments?
   4.  Will any special education or training be necessary to prepare the 
    4.  Will any special education or training be necessary to prepare the 
       channel members to sell the new products effectively?
        channel members to sell the new products effectively?
   5.  Will the product cause the channel members any special problems?
    5.  Will the product cause the channel members any special problems?
                                
                                                          10
            Encouraging Member Input                      10
            Encouraging Member Input
         Solicit ideas for         Gather feedback
         new products.             on product size
                                   or on packaging.
                    Solicit feedback
               during the test-marketing
              or commercialization stage.
                                
                                                          10
                Member Acceptance of                      10
                Member Acceptance of
                     New Products
                     New Products
    Determining Factors
     • How the product will sell
      • How the product will sell
     • Whether the product is easy to stock & display
      • Whether the product is easy to stock & display
     • Whether the product will be profitable
      • Whether the product will be profitable