MGT 140 Lecture 7: Lecture #7
Document Summary
Sales & marketing: sales force & marketing teams are extension of host business. Matching/customizing: matching customer requests w/ right product. Customer research: provide feedback on customer preferences/issues, surveys distributed @ customer touch points. ** most successful channel => those that become extension of host business. Use both indirect & direct channels to reach different types of customers. Different customer needs may require different channel servicing. Issues: managing both is complex/lead to conflict, service & return policies, price disparity. Gray market: distis overbuy / earn discount / sell below cost, pricing implications, impact to forecasting & sales. Not what is done to product, its what is done to prospect"s mind to condition how they think about the product. Accomplishing sales = telling target a story to motivate exchange of resources. Relate to customer"s interior: beliefs, fears, desires, problems, frustrations, aspirations, utility. Make sense asap tell one story always the same way = consistency.
