MGMA01H3 Lecture Notes - Lecture 10: Car Rental, Sample Size Determination, Competitor Analysis
Document Summary
A set of independent organizations that help make a product or service available for use or consumption by the consumer or business user. Channel decision directly affect other marketing decision such as pricing, sales force, communication strategy, new product development. Imaginative distribution strategy can gain competitive advantage (e. g. car rental business set up off-airport office) Channel decision often involve long-term commitments to other firms; can"t change easily; must make the decision carefully. Better rate of return on core business. Common interest to make the sale and grow. P&g sells to walmart (collaborator), but p&g can also sell by themselves and. Does not want to order/store too much, and expire. Evaluate members financial capability, category experience, other lines carried, growth and profit record, cooperativeness, reputation, and organizational skills. Sales agent - evaluate the number and character of other lines carried and the size and quality of the sales force. Retail store - evaluate the store"s customers, location and future growth potential.
