Assignment: Channel Management

Successful marketers know marketing communications strategies must be attuned to their end customers and to the trade channels through which they reach those customers. Some companies have attained great success by taking that realization further by making the channel the center of their corporate marketing strategy.

Read the article: Channel management: A framework for revolution.

Compose a 2-3 page paper (plus Cover page and References page and using APA formatting).

In your paper, address the following:

1. Evaluate the functions and responsibilities of channel members

2. Assess areas of potential conflict between intermediaries and producers.

3. Choose and judge a brand (not mentioned in the article) who exemplifies this method of making the channel the center of their corporate marketing strategy.