 now we are going to discuss about the elements contributing to effective channel relationship so which elements ensure the effective channel relationship for effective channel relationship they contribute and they set the basis for effective channel relationship so which elements let me share it with you so these are the elements that are present in the form of a graph in front of you let us discuss quickly what are the elements and what are they for you firstly if we talk then we have final customer orientation it is very important for effective channel relationship so everyone in the company everyone in the channel value delivery network should understand the final consumer orientation if they are able to do it of course you can build a good effective channel relationship then common positioning goals all your channel members they should have a common positioning goals if they have it you will be able to create effective relationship then input into channel decisions when the value delivery network channel members are talking effective channel relationship to create so input of every channel member is very important so if all the channel members give input that input will contribute into effective channel relationship then trust factor fairness in the relationship reliability factor communication among all channel members and coordination among all channel members they are also key elements which contribute effectiveness of channel member relationship because if you consider each one reliable if you trust on all channel members if you be fair with everyone if they will be communicating with every channel member and then coordination level between all channel members are high ultimately effective channel relationship can be created then consistency in relationship consistency in sharing the information consistency in communication so consistency is one of the way one of the element of effective relationship between the channel members or among the channel members what are the activities which you are going to perform proper lead time of every single activities which you are going to perform what is the equitable profit distribution among all channel members from the manufacturers from the importer till the retailer what profit distribution will be because that will effectively define role of every channel member and responsibility of every channel member and accountability of every channel member then what marketing support you are going to do because what marketing support you will do ultimately will result in effective relationship then timeliness of payment if you will do with your suppliers of course ultimately the relationship between suppliers or the resellers and the retailers will be more stronger bond will be more stronger the bond will be more effective and inventory planning if there is a proper inventory planning ultimately there will be no gap from the manufacturer to distributor from distributor to wholesaler from wholesaler to retailer and ultimately from retailer to consumer so all channel members if they will plan inventory properly ultimately it will result in effectiveness of relationship as you all know that every single thing can contribute in effective relationship building and very single point can result into ineffectiveness of this relationship so be it qualitative which is for example trust and reliability and coordination and fairness approach so be it the point like this or be it the more materialized point for example the positioning goals the customer orientation proper inventory planning so all elements quantitative or qualitative have their importance in building the effective channel relationship the target of all channel members is to increase enhance develop build this effective relationship because this effective relationship will give more of customer orientation which will be giving customer behavior feedback to the every channel member and resultantly will give more business more profitability more customers traffic more customer loyalty to all channel members and ultimately this will result in their business growth and business development