Functions of Channel Members

Functions of channel Members

There are numerous functions performed by
channel members. All of these function utilize
scarce resources of the organization.
Furthermore, these functions can be better
performed through specialization in the
function or through expertise of the function.
And on top of it each function can be
transferred within the various channel
members.
Main functions of channel members in channel
distribution are
1. Risk taking – Assuming the risk connected
with carrying out channel work or being
a part of a channel
2. Financing – Acquiring funds to finance
for inventories
3. Physical distribution of goods – Storage
and movement of physical goods
4. Negotiations – Reaching an agreement on
pricing and other terms which may be a
part of the transaction
5. Matching – Placing order with the
manufacturers and matching the orders
to the actual requirement.
6. Contacts – Maintaining contacts with
existing customers as well establishing
contacts with potential customers and
maintaining the same with the regulatory
bodies
7. Promotions – Carrying out effective
communications to stimulate purchasing
8. Information – Gathering information
about potential customers, competition
as well as tracking the environmental
factors
As we can see, the more specialized a channel
member is, the better he will perform in any
of the above given functions. Also the
functions are such that they can be shifted
within various channel members.