第十二章 渠道状态与绩效评估.pptVIP

Identifying the operative goal of the enterprise in detail and decomposing them with a serise of sales goals,such as the corporate goal, the business unit goal and the sale goal. CPE based on the perspective of Society CPE based on the perspective of Corporate Based on the perspective of the corporate,the manufacturer could inspect the whole channel chain in four aspects that are the channel management organization ,the channel operating conditions ,the channel service quality and the channel economic effects. The first three are mainly the quality analysis and the last one the quantity analysis based on the fiance. The channel management organization The Channel Service Quality Evaluation Customer complaints handling Promotion Efficiency Physical Distribution Efficiency Information Communication Financial Performance Evaluation The distribution management can evaluate the economic benefits with the five performance evaluation tools. Evaulation of Channel Members Factors Evaulation of Channel Members Standards Sales of the channel members Stocks the channel members are holding Selling capabilities of the salesperson Attitudes of the channel members Competition the channel members are facing General development Prospect of the channel members Performance Audting Implementation After setting a series of evaluation standards,the distribution management will evaluate the channel members with them. Channel Warning System Warning Signals Case Burr bottled mineral water entering into the USA market * * Chapter 12 Channel Situation Performance Evaluation Channel Performance Evaluation Defined Channel Performance Evaluation The process that the manufacturers objectively examine and evaluate the efficiencies and effects of the marketing channel system by systematical methods. Identifying the total sale target Setting channel evaluation index Setting performance evaluation system Idenfitying the gap making a channel