COMM 296 Lecture Notes - Lecture 19: Direct Marketing, Ebay, Costco
Document Summary
Add value qualities of effective channel: reduce the number of marketplace contacts, boosting exchange efficiency, matches consumers" needs to companies" products (sorting, facilitates information flow through the channel. 4. standardizes exchange transactions, making them efficient and fair factors in choosing the right channel. Customer/market factors: who is your customers expectations : what consumers" expect to find your products geographic location: where are they average order size/quality: which size do they want costco / 711 service needs: instructions. Product factors perishability complexity, customization product type, convenience product, needs to be every where to be easily found distribution intensity, Organizational factors size and resources: firm"s budget, purchasing volume, rely one retailers? product line scope level of control desired: company want to maintain control for producing to selling, more costly lululemon, zara. Competitive factors marketing channel management affects other aspects of marketing. How and when the critical components reach the factory must be coordinated with production.
