Selection of an Effective Channel Control Mix

E channel administration is a major prerequisite for successful performance of marketing plans. Traditionally, manufacturers anddistributors have relied on price and related mechanisms of intermediary markets to secure the required cooperation from other channel members. However, differences in goals, norms, expectations, and perceptions among different members of a distributive channel have often inhibited cooperation and affected detrimentally the execution of channel-wide policies. Activities and decisions have often been fragmented, and economies of scale stemming from channel-wise cooperation have often not been achieved." Furthermore, duplication of activities, inefficient allocation of functions in the channel, and "noise" in the communications among channel members have often plagued channel management.