第七章 渠道政策与成员激励.pptVIP

Intensity Effect of Incentive Usually franchisers assess the manufacturers from the aspects listed Case Study A Sanjiu Refined Chemical Co., Ltd. is a core enterprise ,which afiliated to Sanjiu Group, with three main product categories involed in household , individual and car care. Because of failing to make CRM norms,it treated the more than 1000 wholesellers equally ,regardless of its size and sales,which dampened the enthusiasm of the large customers. The company began to treat the wholesellers diffirently through the adjustment.It will help to train the backbone salesmen,build 15 image counters in its shopping center and provide at least 15 salesgirls for wholesellers grades as AAA with annual sales of more than 4 million. But for A,it just provide only one assistant. Case Study B In 2000 ,Kodak launched its China investement plan with 1.2 billion dollars. Faced with the small locative entrepreneurs,it promises to buy their equipment with 99, 000.Now there are more than 5600 branch stores in 250 cities Case Study C Incentives for the wholesalers * * * * * Chapter 7 Channel Policy Participants Motivation Teoretical basis of Motivation Motivation Refers to how to get people more involved in their work based on the human behavior rule. Motivator and motivated people Mcvey (1960) published his essay -- Are the channels of distribution what the textbooks says？ -- on Journal of marketing ,which listed three reasons to explain it. Identify the Needs Problems of Channel parcitipants Method to identify the needs problems of channel parcitipants Channel participants study conducted by the manufacturer Outsourcing the channel participants study to external agent channel auditing Channel Auditing Franchiser Consultant Committee Significance of Channel Participants Incentive Sale Time Sale Space Information Collection Information Transmission Method to Motivate Channel Participants Brand and Product Motivation Material Motivation