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Channel Pricing Strategies Unpacked: Guidelines and Strategies for Effective Management

Explore the anatomy of channel pricing structures, profit margins, reseller classes, rival brands, and more. Learn how to control pricing, pass through increases, and minimize gray market risks.

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Channel Pricing Strategies Unpacked: Guidelines and Strategies for Effective Management

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  1. Pricing issues in channel management Week 10 Instructor: Jungwan Lee

  2. Anatomy of channel pricing structure

  3. Annual statement studies, 1996 (Robert Morris Associates)

  4. Guidelines for effective channel pricing strategies • Profit margins • Different classes of resellers • Rival brands • Special arrangements • Conventional norms in margins • Margin variation on models • Price points • Product variations

  5. Five other issues in channel pricing • Exercising control in channel pricing • Changing price policies • Passing price increases through the channel • Using price incentives in the channel • Minimizing the gray market and free riding

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