Creating and Administering the Channel

Fixing the channel design is only one part of channel management. Creating the channel and administering it effectively is the other, and bulkier, part of the job. After deciding the design of the channel and the number of tiers in the channel, the firm has to decide the number of members needed in each tier and their locations. It has to select suitable person’s establishments and appoint them as stockiest, distributors and dealers, as the case may be. It has to administer them, service them and motivate them.