第十二章 渠道状态与绩效评估

General Methods Performance Financial Performance Method of
Audting Implementation
Performance Audting(Contribution Rate Method)
Independent Performance Evaluation Method
Effort
Capital Strength
Mkting Ability
Exterior Factors
Consumer Needs Features Level
Competition Pressure
Policy & Legislation
Economical Technology Condition Development
The distribution management can evaluate the economic benefits with the five performance evaluation tools.
Assets Management Analysis
Sales Analysis
Market Share Analysis
The Channel Service Quality Evaluation
Customer complaints handling Promotion Efficiency Physical Distribution Efficiency Information Communication
Financial Performance Evaluation
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
The manufacturers must know whether the branch agency has a self-controlled retailing terminal or not.If it does have,the manufacturere must identify the its sales ratio accounting for the locative market.
The Channel Operating Conditions
Operating Conditions Conflict
Smoothness Coverage Flow capability & Utilization
Interior Factors
Members Members Quantity Prestige
Case
Burr bottled mineral water entering
into the USA market
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Distribution Costs Analysis Profitability Analysis
Evaulation of Channel Members
Factors
Quantity of channel members Products Feature Importance of the channel members The extent that the manufacturers control the channel
The first three are mainly the quality analysis and the last one the quantity analysis based on the fiance.
The channel management
organization
Inspection on the
Channel Warning System
Warning Signals
Credit deterioration Bad relationship with the customers Many unoccupied distribution channels Sustainable gorwth of channel costs Inertia distributors Backward customer relationship management methods Weaken radiating abilities & controlling abilities Malicious changing products
Inspection on the managers’
managers’qualities & abilities qualities & abilities in the
in the channel system
channel system
In one distribution system, the ratio that the regional managers who have three years working experience with a education diploma accounts for is highly positive related with the qualities and abilities of the sale management of the channel oraganization.
examine and evaluate the efficiencies and effects of the marketing channel system by systematical methods.
Channel Performance Evaluation Procedure
Idenfitying the gap & making a channel behavior plan
Informal Combination of Multiple criteria evaluation method
Formal Combination of Multiple criteria evaluation method
Factors considered
Fixed Cost Variable Cost Direct Cost Indirect Cost
Chapter 12
Channel Situation & Performance Evaluation
Channel Performance Evaluation Defined
Channel Performance Evaluation The process that the manufacturers objectively
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.
CPE based on the perspective of Society
Performance Evaluation
Effectiveness
Equity
Efficiency
Delivery
Incentive
Productivity
Profitablity
3E Model by Louis. W. Stern
Setting performance evaluation system
Setting channel evaluation index
Identifying the total sale target
Identifying the total sale target
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.
Performance Audting Implementation
After setting a series of evaluation standards,the distribution management will evaluate the channel s with them.