Dr. James A. Narus
Professor of Business Marketing, Babcock Graduate School of Management, Wake Forest University

Build and Manage More Profitable Channels to Market...

Enabling technologies such as the Internet and integrated logistics systems combined with innovative thinking make it possible for today's business marketers to build and manage more imaginative and profitable distribution channels. This seminar assists managers with the process of strengthening their firm's existing distribution channels by capitalizing on these enabling technologies and innovative thinking. The seminar advocates positioning a firm’s channel system around the provision of distinct total customer experience; delivering superior reseller and customer value; devising and managing channels around sound metrics; crafting superior value propositions for resellers and customers; and gaining an equitable share of all value created.

Objectives

To help participants build and manage more profitable distribution channels that benefit not only their own firms but also their reseller partners.

Who Should Attend

Marketing, sales, and distribution managers in business and industrial markets.

Content

Defining Your Channel Mission

• Understanding the Value That Channels Create
  
• Identifying Your Customers' Desired Total Customer Experience
• Positioning Your Firm's Total Customer Experience

Specifying Channel Goals, Objectives, & Performance Metrics

• Avoiding Contradictory Goals While Focusing on What's Critical to Channel Profitability
• Distilling a Set of Practical and Insightful Channel Performance Metrics
• Three Foundation Strategies for Distribution Channels

Thinking Outside the Box in Distribution Channels

• The Myths of Distribution and How They Limit Your Thinking
  
• Strategic Channel Implications of Outsourcing and Branding
  
• Marketplace Trends That Demand Innovative New Thinking
  

Alternative Channel Formats That Work

• Conventional Channel Systems
• Modular Channels
• Hybrid Channels
• Adaptive Channels
• Licensing and Franchising

Why Should a Reseller Want to Work for Your Company?

• Management Case Study Discussion
• Distribution Channels Financial Exercise
• Understanding Reseller Profit Models
  

Devising Programs that Support and Motivate Channel Partners

• Balancing Your Carrots and Sticks
• Channel Positioning--The Basis of Support Programs
• Devising Persuasive Value Propositions
• Crafting Your Product Offering and Support Programs to Complement Reseller Sales & Marketing Efforts
• Gaining and Using Power
  

Managing Resellers on an Ongoing Basis

• Rewards, Responsibilities, and Time Horizons: Crafting Equitable Channel Contracts, Policies, and Procedures
• Mutual Planning
• Common Sources of Channel Conflicts
• Using the Right Dispute Resolution Mechanism
• Management Case Study Discussion
  

Sustaining Profitable Long-Term Relationships with Resellers

• Establishing and Benefiting from Reseller Advisory Councils
• Promoting Channel Coordination
• Achieving Growth and Continuity
• Re-Invigorating Long-Term Relationships
  
  

Format

This two-day seminar is limited to twenty-four participants and meets from 8:00 a.m. to 5:00 p.m. each day. Lectures, open discussions, cases, and exercises will be used, and all materials will be provided.

Instructor

Dr. James A. Narus is a professor of business marketing at the Babcock Graduate School of Management at Wake Forest University in Charlotte, North Carolina. You can reach him at jim.narus@mba.wfu.edu or 704-365-6717.

For over twenty-five years, Professor Narus has been a leading researcher, widely published author, and consulting expert in business marketing and distribution channels.

Along with James C. Anderson, Professor Narus has co-authored the books: Business Market Management: Understanding, Creating, and Delivering Value and the soon to be released Value Merchants.

Cost

ISBM Member: $1,500 USD
Non-Member: $2,500 USD

Contact Us

Paula Dorminy or Gary Holler
Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu